What do the terms in social media campaign management mean?

Campaign orchestration is planning every post in a campaign as part of one sequence, so formats, calls to action and topics fit together. The opposite is posting forty separate posts that each made sense alone. See how to plan a campaign.

Content governance is the set of rules and checks that keep published content accurate, consistent and on-brand. In practice it is a blocked-phrases list, a check for reused hashtags and figures, and a record of who approved what. See the claims checklist.

Content rotation is alternating format, call to action and topic across a campaign so no two neighbouring posts repeat. It is what stops a feed reading as one post said forty times. See content rotation.

A next-post suggestion tells you what the next post in a rotation has to be: its format and call to action, each with the reason, and the topic furthest behind its share. In CampaignFlow it shows on the dashboard as "What the next post has to be" and in the post wizard.

A post check reads a draft before it is approved and flags what would hurt the campaign: a repeated format or call to action, a reused hashtag or figure, a claim nobody has checked, or a post over a platform's limits. In CampaignFlow it is called Campaign Guard. Only errors, such as blocked words and unchecked claims, stop a post being marked ready; repeats are flagged for a person to judge.

A Don't say list is a brand's list of phrases it must not use, each with the reason and what to say instead. A draft that uses one is flagged with the alternative, so the writer can fix it before review. See the claims checklist.

A client approval workflow is the process by which a client reviews a post and records a decision before it is scheduled. A link-based version needs no client account. See the client approval guide.

An approval workflow is a fixed sequence of review stages a post passes through, such as an editor, then legal, then the client. Each stage names who signs off and by when. In CampaignFlow a workflow has up to six stages, each with a deadline and reminders, and outside reviewers approve from a link with no account.

An approval gate stops an unapproved post from being published, rather than only recording who approved it. In CampaignFlow approval is sign-off by default; turn on 'require approval before publishing' for a brand and an unapproved post can't be scheduled, and a scheduled one is held back if its approval is withdrawn.

An AI-content label is a platform's disclosure that a post was made or altered with AI, such as YouTube's altered or synthetic content setting. Where a platform offers one, CampaignFlow can send it from a brand default that each campaign or post can override; where the platform's publishing API has no such field, nothing is sent.

Vernacular marketing is communicating with customers in their own regional language rather than only in English. In India that means Hindi and Hinglish alongside Marathi, Tamil, Telugu, Bengali and others. See regional-language marketing.

Multi-channel publishing is sending one campaign to several platforms from one place, adapted to each one's formats and limits. It differs from a social inbox, which handles replies and messages.

Measuring against your own median compares each post with the middle result of your own earlier posts rather than with an industry average. A post is then judged against what this brand normally achieves. See measuring against your median.

The best time to post is the weekday and hour when your own posts have done best against your account's median, worked out per platform and kind of post. It needs enough of your own measured posts to mean anything; a general chart of the best times for everyone describes other accounts, not yours. CampaignFlow names a time once a platform has at least five measured posts.