Omnichannel · Daily operations · 9 min read

Write, approve and publish a social post

Compose one post for several channels, send it through the approval steps, then publish now or on a schedule.

Before you begin

• Social accounts are connected under Omnichannel > Configuration > Accounts. Social > Accounts shows them as cards with mode, handle and capabilities. Only accounts that can publish are offered: Facebook, Instagram, LinkedIn, TikTok, YouTube, X and custom. A WhatsApp account cannot: '<name> cannot publish posts.'
• Writers need omni.social.create. Approvers need omni.social.approve. Publishing and scheduling need omni.social.publish.
• The author of a post can never approve it: 'The author cannot approve their own post.'

Write the post

1. Go to Omnichannel > Social > Posts and click New post.
2. Tick the Channels. Preview tabs show how it will look on each platform.
3. Type an internal Title (optional).
4. Choose the Type: Post, Reel / short video, Story, Video, Article or Platform draft (TikTok).
5. Choose the Language: English, Arabic, Bilingual, Hindi, Urdu or Malayalam. Arabic and Bilingual show the Arabic version box (right-to-left). A bilingual post publishes English first, then Arabic.
6. Type the Caption (up to 5000 characters), Hashtags, Call to action and Link. Write with AI opens the content studio.
7. Add up to 10 Media from the library.
8. Choose the Campaign if Marketing is installed.
9. Decide timing. Publish as soon as approved is on for a new post. To use a schedule instead, untick it and enter the Schedule date and time.
10. Tick Needs legal review if a lawyer must also sign off.
11. Click Save draft, or Submit for approval.

A post needs a caption or media ('Write a caption or add media.'), and at least one channel ('Choose at least one channel.').

Approve

Approval runs in steps: Marketing Manager, then Brand Review, then Legal Review if ticked.

1. An approver opens Omnichannel > Content > Approvals. The list shows each post, its author, what it waits for, and a You can approve chip.
2. Open the post, optionally type an Approval note, and click Approve to sign the current step.
3. To send it back, type the note and click Reject. The post returns to Draft with the banner 'Returned: <note>'. The author edits and resubmits, and approval starts again.

After the last step the post is Approved, or Scheduled if it has a time and Publish as soon as approved is off.

Publish

• Publish now sends to each channel. Every channel shows its own status, link and error. The post is Published if at least one channel succeeded, and Failed if none did.
• Schedule needs a time ('Choose when to publish.'). The clock checks every 30 seconds. Unschedule returns it to Approved.
• Refresh metrics pulls the latest comments and figures for live accounts.
• Duplicate makes a draft copy.

The Calendar under Social or Content shows posts by day, with month, week and list views, and filters for campaign and platform.

What happens next

Editing an approved or scheduled post sends it back to Draft and clears the approvals. A post under review or published cannot be edited: 'A post under review or published cannot be edited.'

Good to know

• Schedule times are stored as UTC. Entering 10:00 Dubai time publishes at 10:00 UTC, four hours late. Enter the time 4 hours earlier until this is changed.
• The status tabs on Posts are Draft, Pending approval, Approved, Scheduled, Publishing, Published, Failed and Archived.
• Sandbox accounts show zero for engagement. Only live accounts report figures.
• Related: Comments, media and AI copy.