Social media publishing

This module does not create content - it distributes what you already have. You connect your Facebook Page and Instagram account, pick a finished photo or video from the asset library, write a caption (a separate one per channel if you want) and publish straight away or at a set time. Insights for posts and for whole profiles are collected automatically and shown in one place.

What it is for#

• For whom: people who run company profiles on social media.
• Use it when: you have finished material and want to post it on several profiles at once, now or at a scheduled time.
• If you still need a graphic for the post, make it in Social posts, then come back here to publish it.

Before you start#

• Permissions: viewing - any role with panel access; connecting and disconnecting accounts - the company's admin or owner in the panel; publishing, scheduling, editing and deleting posts - a role allowed to approve. Scheduling is publishing with a delay, so it needs the same permission.
• Module enabled: "Social media publishing" must be active for your company.
• Facebook Page: you need full control of it (Page settings: Page access). A role limited to selected tasks can't publish.
• Instagram account: it must be a Professional account (business or creator) and linked to the Facebook Page (Meta Business Suite → Settings → Linked accounts → Instagram). No API supports personal accounts.

How to connect Facebook and Instagram#

1. In the company menu open Social publishing → Channels.
2. Click Connect next to Facebook or Instagram - it's one sign-in for both.
3. Sign in to Facebook and choose the Pages (and the Instagram accounts linked to them) you want to manage from our panel. Accept every permission - without them some features won't work.
4. Back in the panel, the channel list shows every Page and every Instagram account separately, with its name, picture and ID.

If a Page has no linked Instagram account, or you can't publish on it, the panel says so right after you return - together with what to do.

How to publish#

1. Click New publication.
2. Choose the material from the asset library. You can preview videos by hovering over the tile.
3. Tick the profiles the post should go to.
4. Write the caption. Use one shared caption or a separate one per channel - and ask for a suggested caption if you like.
5. Check the warnings: each channel has its own requirements (caption length, aspect ratio, video length). You see them before anything goes out.
6. Publish now or pick a time. Scheduled posts appear in the calendar next to the blog and newsletter.

A published post#

Click the publication in the calendar or the list to open it:

• Show content from the platform - click to load the post's text and image straight from the platform (with a link to the post). Requires a click every time - this protects Instagram's shared request quota, which publishing and the stats pull also draw from.
• Edit caption (Facebook) - changes the caption of a post that's already on the Page.
• Delete from Facebook - removes the post from the Page. This can't be undone; the publication stays in the panel marked "Deleted".

Instagram doesn't allow editing or deleting posts through its API - do that in the Instagram app.

Insights#

• Profiles - views, reach, engagement and follower count for the whole Page and the whole Instagram account over the last 28 days. Refreshed once a day and right after you connect an account.
• Posts - views, reach and reactions of each post published through the panel. The first reading arrives about an hour after publishing, then after a day, a week and a month.

Supported formats#

An Instagram photo must have an aspect ratio between 4:5 (portrait) and 1.91:1 (landscape).

Disconnecting and deleting data#

• Disconnect next to an account in the channel list immediately deletes the access token, the account ID and name, the links to published posts and the insights obtained for that account. When you disconnect a person's last channel, we also revoke their permission on Meta's side.
• You can also remove the WebImpact app in your Facebook settings (Business integrations) and send a data deletion request - we then delete every connection your account created.
• Details: Deleting Facebook and Instagram data.

Posts already published stay on the platforms - delete them there or with "Delete from Facebook".

Limits and notes#

• The limit is counted per channel. One publication to three profiles uses three units of the limit.
• Channel requirements are checked before sending, all or nothing: if the material fails for one of the selected profiles, it goes nowhere. Letting "only the valid ones" through would leave an irreversible post in one place and an error in another.
• Insights are fetched in the background, not on demand - platforms have strict polling limits, and publishing comes first.
• We check access every day. If a platform revokes access (password change, lost Page role, removed app), the channel is marked "needs attention" and you get a notification - scheduled posts to that channel won't go out until you connect it again.
• We know the access deadline in advance. Access to a channel has an expiry date (LinkedIn: 60 days after connecting). You get a notification 14 and 3 days before it. On LinkedIn a publication can't be scheduled or moved to a time after that date - reconnect the channel and scheduling works again. On Facebook and Instagram you get a warning instead of a block, because Meta can move that date.

Common problems#

Related pages#

• Social posts - creating the graphic you publish here.
• Asset library - where your materials come from.
• Notifications and integrations - how to get notified about a publication or a broken channel.