Before we post anything for a new brand, we run the same forty-point sweep. It is not glamorous and it has saved more accounts than any clever idea we have had.

The checklist covers the obvious: account access, brand guidelines, tone, who approves posts, and how fast they can approve. It also covers the things that quietly sink a feed, like which platforms to drop, which topics are off-limits, and who answers a complaint at 9pm.

Half the questions have nothing to do with content. That is deliberate. A feed rarely stalls because of the content.

The full list is available on request. Bring your accounts and we will run it with you.