Publish: Best Practices

This article outlines the best practices for utilizing the Publish tab in Meltwater Engage.

Cheyenne V. avatar
Written by Cheyenne V.
Updated over a week ago

Publish is the main source to create, collaborate, and schedule content for your social media channels. You can post new messages immediately, schedule them for the future, or save them as drafts. You are able to create posts for multiple accounts, and channels, at once.

This article will outline some best practices for using Publish for your social content management by different use cases.

Best Practices in Publish

Below are the best practices you should follow for all Publish use cases. For a comprehensive list of channel-specific options in Publish, learn more about Channel-Specific Options in Publish.

Alt Text

Alternative text, or Alt text, is a short written description of an image. It improves accessibility by describing an image with words for visitors who are unable to see it. It also helps with search engine optimization (SEO). It is recommended to always use Alt Text with your images. Alt text is available for Facebook, Twitter, and LinkedIn. When attaching images, click Edit alt text to add to each image.

Link tracking provides valuable information and analytics about your social content. Link tracking can directly show the relationship between your posts and desired results. By connecting your account to Meltwater, you can automatically shorten and track any attached link you publish. Then, within your account, you can utilize Link Click analytics to review the engagement with the links in your post.

When adding a link, you will see an option to Shorten links, which will automatically use your connected account.

More information on connecting your account to Meltwater, learn more about Connecting and Shortening Links Using


Tagging your content is a great way to track your outbound message trends. Since you can apply more than one tag per post, it allows for easy segmentation when running reports. It is highly recommended that you tag every post.

Example tag types

  • Campaign tags - tag all posts within a single campaign

  • Product tags - segment by the product and/or service you offer

  • Geo/Language tags - if you post the same message in different languages or geographies

Protip: You can also filter by tag both on the Calendar and Feed view, to only see the specific content you need to. If you forget to tag a post, you can use the Brand Posts type filter in Conversations to apply a tag after it is already posted.

Best Time to Post

Best Time to Post is an AI-powered tool designed to help you pick the optimal time to schedule and post social content.

Meltwater regularly collects and synthesizes data on all social posts and their engagement both published from Meltwater and native social channels. This data forms the backbone of our algorithm, ensuring a wide-reaching and comprehensive understanding of social media interactions.

We refine this data to meet each social media channel's specific requirements. Engagement patterns on Facebook, Instagram, LinkedIn, Twitter, TikTok, and YouTube are each distinctly modeled. We are able to calculate the expected engagement for each hour of the day, providing a unique engagement model for each day of the week per social channel.

This empowers you with actionable insights to strategically time your posts for maximum impact and engagement.

  1. Select the Engage drop-down in the left-hand navigation bar

  2. Click Publish

  3. Select Create Post

  4. After selecting your social accounts and composing your post, navigate to the Post Time section

  5. Select Schedule date and time

  6. Click Best Time

  7. A new pop-up featuring a bar chart and up to five (5) suggested times to schedule the post will populate

  8. Select a recommended time for your post

  9. Click Schedule

Approval Processes

Team collaboration is an essential component of content creation. Having another member of your team review social content before it's published can help ensure your tone of voice and branding stays consistent. Learn more about Assigning Posts for Approval.


The Drafts section is where all of your work in progress lives. These are the pieces of content that have been created but are not yet ready for publishing.

Whether you are still waiting on approval, have not finalized the copy, need more creativity, etc., drafts offer a flexible way to plan content in advance while signaling to your team that more work and actions need to be taken.

When creating posts, you have the option to Save as Draft or Schedule a Draft.

Scheduled drafts will live on the Calendar.

Note: When viewing the Calendar, scheduled drafts will appear with a mango-colored ribbon atop the postcard.

Unscheduled drafts will live under Drafts in the workbench pullout.

You do not need to schedule a date and time for your draft, though it is recommended. If you do not select a date and time, your draft will only appear under Drafts in the workbench pullout. Since there’s no date and time associated with an unscheduled draft, we cannot place it on the calendar.

Moving Out of the Draft Stage

To move a draft out of the draft stage and either schedule for later or post now, follow these steps:

  1. Hover over the drafted post

  2. Select Edit

  3. Navigate to the Post Time section of the post-creation workflow

  4. Select Now or Schedule date and time.

  5. Select Post Now or Schedule

For an Unscheduled Draft you have the option to edit or simply drag and drop the post to schedule for the desired time on the calendar.

Drafts Use Cases

  • Evergreen Content: Evergreen content is content that remains relevant regardless of the time of year. Drafts are also a great way to store content that you can use whenever you need to add something to the calendar quickly.

  • Content Sharing: If you publish to multiple markets, goes, or countries, drafts can be a perfect place to share content. By creating content and storing it in drafts, team members can copy that content, and localize it for their specific market.

  • Approvals Workflow: Any rejected or unapproved content will be stored in drafts. (More below)

Audience Restrictions

Audience restrictions allow you to limit who sees your post based on age, country, region, city, language, etc. This option is available for both Facebook and LinkedIn. Learn more about Customizing your Facebook Audience.

Audience restrictions use cases:

  • Location: combine this with the language of your post to customize your message per area

    • Ex. Posting once in English to all of Canada, and the same post in French to only Quebec

  • Age: content that is only available for certain ages

    • Ex. Alcohol, giveaways, etc.

  • A/B testing: create a slightly different message for separate groups, then track the analytics to see which performs better.

Mobile App

Expanding on the Approvals Workflow, the Engage Mobile App allows users to approve or reject assigned posts on the go. Under the My Tasks stream, a user can quickly approve or reject content, without needing to be at a computer. This helps speed up content creation and review time.

Learn more about The Meltwater Mobile App.


What if I select more than one social channel?

The recommendation will take all selected social channels into account. This is based on the volume of those channels. Meaning, if Facebook has a higher engagement percentage than LinkedIn, naturally, the recommendation will favor Facebook to maximize engagement.

In which time zone does the Best Time to Post display?

The Best Time to Post recommendations is shown in the time zone that corresponds to the user's account settings.

💡 Tip

Need more help? Feel free to reach out to us via Live Chat or check out our Customer Community.

Find answers and get help from Meltwater Support and Community Experts.

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