There is no foolproof method. But here are some ideas.
First, go through the documentation with someone from different parts of the company and have them highlight when they find a line that they think is most important:
- Can you form the comment in an interactive question?
- Can you make the comment stand out in 70 characters or less followed by a clickable link?
Follow the rule of 3rds. If you company's focus is "Blah", only make 1 of 3 posts about "Blah". Two posts in between each "Blah" post should be interactive and customer focused. The other two posts could be success stories or giveaways or whatever.
Always have a second person review the posts before they go out.
Maybe have a check list like this:
Post is "Correct"
- Spell check,
- Grammar check (unless intentional for space issues)
- Useless word check
- Check that no word and hashtag are the same.
- Are correct people or hashtags tagged?
- Is it Safe for work (SFW)
- Is it accurate? Fact checked?
- Can anything be offensive?
- Can anything be misinterpreted as offensive?
- Would any customer stop being a customer because you post this?
Post is Engaging 1 2 3 4 5 (1 worst 5 best)
- Is it a question? +1
- Is it funny, awesome, nostalgic, exciting, or important? +1
- Is it boring? -1
- Is it selling something? -1
- Is it giving something? +1 (you sell more giving than by selling)
- *Safely controversial? +1
Was your last post about the same thing? -1
- Safely = Who is better Superman or Batman? Unsafe = political, religious, bigoted or otherwise negatively controversial--unless you are representing such group and trying to change the world for the better