# Publishing Rules and UTM Guide

This guide keeps promotion measurable and safe. Use it before every manual post.

## Non-Negotiable Publishing Rules

Do not use:

- betting, odds, tips, picks, "guaranteed winner", "稳赚", "包赢", "必中"
- live-stream wording: "watch live", "free stream", "直播入口", "免费观看", "转播链接"
- official-affiliation wording: "official FIFA", "official broadcaster", "team partner", "官方合作"
- fake traction: "millions of users", "top-ranked", "sponsor approved" unless proven
- fake urgency: "must click now", "limited access", "secret data"
- copied broadcast clips, official highlights, pirated streams, or watermarked footage
- mass replies, unsolicited DMs, bot posting, repeated link drops, or cross-post spam

Use:

- "independent World Cup 2026 match library"
- "no betting"
- "no live-stream links"
- "pre-match context and post-match reading"
- "fixtures, teams, players, venues, source notes"
- "feedback and corrections welcome"

## UTM Format

Use this structure:

`https://worldcupmatchlab.com/{path}?utm_source={platform}&utm_medium={placement}&utm_campaign=world_cup_2026_launch&utm_content={specific_post}`

Field meanings:

- `utm_source`: platform or community, for example `xiaohongshu`, `zhihu`, `reddit`, `x`, `discord`.
- `utm_medium`: placement type, for example `social`, `group`, `comment`, `thread`, `video_description`, `pinned_comment`.
- `utm_campaign`: keep as `world_cup_2026_launch` for the current launch push.
- `utm_content`: short unique label for the exact post.

Good examples:

- `https://worldcupmatchlab.com/daily/?utm_source=wechat&utm_medium=group&utm_campaign=world_cup_2026_launch&utm_content=wechat_group_daily_01`
- `https://worldcupmatchlab.com/share/?utm_source=xiaohongshu&utm_medium=social&utm_campaign=world_cup_2026_launch&utm_content=xhs_collect_card_01`
- `https://worldcupmatchlab.com/matches/?utm_source=zhihu&utm_medium=answer&utm_campaign=world_cup_2026_launch&utm_content=zhihu_research_desk_01`
- `https://worldcupmatchlab.com/?utm_source=reddit&utm_medium=social&utm_campaign=world_cup_2026_launch&utm_content=reddit_feedback_resource_01`
- `https://worldcupmatchlab.com/daily/?utm_source=discord&utm_medium=resource_channel&utm_campaign=world_cup_2026_launch&utm_content=discord_daily_resource_01`

Bad examples:

- `https://worldcupmatchlab.com/?utm_source=social`
- `https://worldcupmatchlab.com/?utm_campaign=test`
- `https://worldcupmatchlab.com/?utm_source=reddit&utm_source=x`
- links without a platform-specific `utm_content`

## Platform Source Names

Use these exact `utm_source` values for consistency:

| Platform | utm_source |
| --- | --- |
| WeChat group | `wechat` |
| WeChat official account | `wechat_official` |
| Xiaohongshu | `xiaohongshu` |
| Zhihu | `zhihu` |
| Bilibili | `bilibili` |
| Reddit | `reddit` |
| X / Twitter | `x` |
| Facebook | `facebook` |
| Discord | `discord` |
| Telegram | `telegram` |
| LinkedIn | `linkedin` |
| Indie Hackers | `indiehackers` |

## Landing Page Choice

Choose one landing page per post:

| Audience need | Best URL |
| --- | --- |
| First-time visitor | `https://worldcupmatchlab.com/` |
| Chinese first-time visitor | `https://worldcupmatchlab.com/zh/` |
| Today's matches | `https://worldcupmatchlab.com/daily/` |
| Specific match | `https://worldcupmatchlab.com/matches/{matchId}/` |
| Lightweight social card | `https://worldcupmatchlab.com/share/matches/{matchId}/` |
| General share kit | `https://worldcupmatchlab.com/share/` |
| Sponsor inquiry | `https://worldcupmatchlab.com/advertise/` |

## Before-Posting Checklist

1. Is the post useful without the link?
2. Does the platform or group allow resource sharing?
3. Does the copy avoid betting, live-stream, and official-affiliation claims?
4. Does the URL include `utm_source`, `utm_medium`, `utm_campaign`, and `utm_content`?
5. Is the visual a site screenshot, generated card, or original asset?
6. Is there a clear disclosure if the post is in a strict community?
7. Is this the first post in that community today?

If any answer is "no", do not publish yet.

## After-Posting Log

Record this in `platform-post-log.csv` or the 7-day review template:

- date/time
- platform
- exact URL posted
- UTM URL
- visual used
- post URL
- initial response
- 24h impressions/clicks/comments/saves/shares
- moderation status
- next action

## Safe Reply Patterns

If someone asks if it is official:

It is an independent project, not affiliated with FIFA, teams, broadcasters, or tournament organizers.

If someone asks for live streams:

It does not provide live-stream links. It is only for schedules, teams, players, match context, and post-match reading.

If someone asks for betting advice:

It does not provide betting tips or guaranteed predictions. The model output is only a reference for understanding matchup context.

If someone points out wrong data:

Thanks. Please share the match/team/player page and the corrected source if possible. I will verify and update the data trail.