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In this blog series, a member of the Khoros Strategic Services team dives into a topic they have helped many enterprise brands with, sharing their insights and best practices. Khoros Strategic Services has deep expertise in community management, paid social, analytics, content, and they're ready to help your brand.
Whether you’re in-house or on the agency side, everyone on your extended team should speak a common language when labeling your social advertising campaigns. Most advertisers are pretty organized but fail to consistently use a standardized naming convention. Even when a detailed process has been established, the entire system can break down whenever any of the stakeholders lack discipline to use it.
Without a methodical naming convention framework in place that is tailored to your business objectives and available resources, your teams may struggle to get aligned. Instead of moving seamlessly between campaign planning, execution, optimization, and reporting, there will be unnecessary confusion and inefficiencies. Simply put, there will be no easy way to make sense of your campaigns.
This guide will outline a few initial steps you can take to help mitigate these risks and allow your social advertising efforts to scale with your growing teams.
When using your naming convention, be sure to avoid any shortcuts that may apply only to a single campaign. Instead, go with a thoughtful design that will meet the long-term needs of your team and consider every detail. For example, consistently separating each element of the naming with underscores can help provide additional clarity. It also can save a significant amount of time when cleaning up exported campaign performance data, allowing for a seamless separation of delimited naming text.
Spend the extra time needed to create formalized documentation along with a process to ensure that any changes are immediately updated accordingly. Make this documentation readily accessible for all stakeholders involved and hold them accountable. Without complete compliance, this system is no longer effective.
When constructing your naming convention, remember that it will need to extend across all social platforms where you are running paid campaigns. Typically this tends to include Facebook, Instagram, LinkedIn, and Twitter. Additionally, this process should not be limited to only the Campaign Name.
Each social platform will have slight nuances, but there are generally three levels to consider:
Naming conventions must be customized to the needs of your extended team. Below is a recommended blueprint to consider as a starting point. Keep in mind that this example has been designed for an in-house social team that receives support from several external agencies running global campaigns that are localized at a regional level and reporting is conducted on a quarterly cadence.
Facebook / Instagram:
What other tips or best practices do you have for developing a naming convention that scales with your extended team? Please let us know in the comments. As always, feel free to reach out to our Khoros Strategic Services team for more insight and support with all of your organic and paid social needs.