Social Media
Social media management done properly
We run your social channels end to end: a content calendar, platform-native posts, daily engagement and monthly reporting that says plainly what grew and why. Consistency your audience can rely on.
Who it is for: Businesses whose social presence is inconsistent, outsourced badly, or eating time the team does not have.
Everything in this service
- Channel audit and content calendar
- Platform-native content creation and scheduling
- Daily monitoring and engagement
- Community replies within agreed response times
- Monthly reporting in plain language
What to expect
- A consistent, professional presence without the daily grind
- An audience that engages because someone replies
- Clear reporting on followers, reach and what it contributes
How social media management actually works
The weekly and monthly rhythm that keeps channels alive
Social media management is an operating rhythm, not a series of good ideas. Five activities repeat forever: planning, producing, scheduling, engaging and reporting. When one of them is skipped the whole thing degrades within a month, usually starting with engagement because it is the easiest to postpone.
The monthly beat sets direction. A calendar for the coming month is drafted, reviewed and approved in one pass, with the themes, formats and key dates fixed. The weekly beat produces the work: filming, designing, writing captions, cutting clips, building the posts for the following week so nothing is made on the day it goes out. The daily beat is engagement, which is replying to comments and messages, joining relevant conversations and watching for anything that needs a human quickly. Reporting is monthly and looks backwards at what the numbers say, then feeds directly into the next calendar.
The reason to keep production a week ahead is that it removes panic from the process. Content made on the morning it publishes is content nobody reviewed and nobody had a better idea about. Working a week ahead also means an illness, a holiday or a busy client week does not create a visible gap, which is what audiences and platforms both notice.
- Monthly: plan and approve the calendar in one pass
- Weekly: produce and schedule the following week, not this one
- Daily: reply, monitor and join conversations
- Monthly: report, then adjust the next calendar from what it says
- Always keep at least one week of finished content in hand
Approval workflows that do not become the bottleneck
Approval is where most social programmes slow down. The right level depends on your risk, and the mistake is applying the heaviest process to everything.
Three models cover almost every situation. Calendar approval means you sign off the month once, and we publish within it without further checks. It is fast and suits most businesses. Batch approval means posts are reviewed in weekly groups, which adds a little friction and suits brands with more sensitivity. Per-post approval means nothing publishes without a named person clicking approve, and it is genuinely necessary in regulated sectors, in listed companies, and anywhere a claim could create liability. It is also the slowest, so if you use it, the approver has to be reachable and the deadline has to be real.
Whichever model applies, a few rules keep it working. One approver, with a named deputy for holidays, because approval by group chat never converges. A fixed turnaround, so an unanswered post is published or pulled rather than left in limbo. Reactive posts, which respond to something happening now, need a separate faster route agreed in advance, otherwise the moment passes while the approval sits in an inbox. And any post touching legal, financial or medical claims goes to the person qualified to check it, regardless of which model is in use.
- Calendar, batch or per-post approval, chosen by real risk
- One named approver plus a deputy, never a group
- A fixed turnaround, with a default action when it expires
- A faster agreed route for reactive posts
- Regulated claims always go to a qualified checker
Asset libraries and the practical tooling behind a calendar
A managed channel needs somewhere for the raw material to live. Without it, every post starts with someone asking whether we have a photo of that, and half the working time goes on hunting for files.
The library holds brand assets, logo files in the right formats, fonts, colour values, product photography, staff photos with permission recorded, video b-roll, past posts and their performance, plus the templates used for recurring formats. Everything is named consistently and tagged, because a folder of files called final version two is not a library. Usage rights matter here: who is in the photo, whether they agreed, whether a music track is licensed for commercial use, and when a stock licence expires. Getting this wrong is a real cost, not a theoretical one.
On tooling, a scheduler covers the bulk of publishing and gives one calendar view across channels. It will not do everything: some formats and some platform features are only available in the native app, and scheduled posts occasionally fail silently, so someone has to check that what was scheduled actually went out. Native analytics stay the source of truth for platform numbers, with the site analytics showing what social sent onward. Access is managed through business accounts rather than personal logins, so that people leaving does not lock you out of your own channels.
- One organised library: brand assets, photography, video, templates
- Record permissions and licence expiry against every asset
- Consistent naming and tags, not folders of final version two
- Verify scheduled posts actually published
- Business account access, never personal logins
Handling comments, complaints and the occasional bad day
Comments are the part of social media that cannot be scheduled, and they are where reputation is actually made. A brand that replies quickly and like a person is remembered for it. A brand that only broadcasts is scrolled past.
Most incoming messages fall into a handful of types and can be handled with agreed standards. Questions get an answer, or a route to the person who has it. Praise gets a short human reply rather than an emoji. Complaints get acknowledgement first, then a move to a private channel where the actual detail can be handled, and then a public note that it was resolved if the complainant is willing. Spam and scam accounts, which target brand comment sections constantly, get removed fast, because a fake support account in your replies costs your customers money. Genuine criticism stays up. Deleting it reliably makes things worse and is usually the moment a small complaint becomes a story.
For the bad days, the plan is written before it is needed. Who decides whether to pause scheduled posts, which should happen immediately when something serious breaks. Who is allowed to speak. What gets said in the first hour, which is usually an acknowledgement rather than an explanation, because the explanation is rarely ready. Who is briefed internally so staff are not learning about it from customers. A single page covering this, agreed in a calm week, is worth more than any amount of improvisation on the day.
- Agreed response times, published internally and actually met
- Complaints: acknowledge publicly, resolve privately
- Remove spam and impersonation fast, leave honest criticism up
- Pause the schedule the moment something serious happens
- A one page crisis plan agreed before you need it
Native content per platform, and what that means in practice
One post published identically everywhere performs badly everywhere. Each platform has different dimensions, different caption behaviour, different expectations and a different audience mindset, and the differences are not cosmetic.
The mindset difference matters most. Someone on a professional network is thinking about work and responds to substance and specifics. Someone on a short video feed is being entertained and gives you a fraction of a second to justify the next one. Someone on a visual feed is browsing and responds to craft. The same underlying idea can serve all three, but the framing, the length and the opening line have to change. Aspect ratios and safe zones are the mechanical part: vertical video with the important content kept clear of the interface elements that cover the edges, square or portrait stills, and captions that survive being cropped.
Cross-posting automatically is the visible shortcut. A vertical video reposted with another platform watermark on it is downranked and read as lazy by viewers. A caption written for one platform, full of its conventions, looks out of place on another. Exporting from the source files each time costs a few minutes and removes the problem entirely.
- Rewrite the caption per platform, not just the crop
- Export from source rather than reposting with a watermark
- Keep key content inside the safe zone on vertical video
- Match the opening to the mindset of that platform
- One idea, several native executions
Reporting that survives a budget meeting
A social report should answer three questions and nothing else. What did we do, what happened, and what are we changing. Anything beyond that is decoration, and a forty slide dashboard usually means nobody wants to state a conclusion.
The numbers worth reporting are the ones tied to what you agreed at the start. Reach and impressions show whether you are being seen. Engagement rate against reach shows whether what you posted was worth seeing, and it is far more honest than raw likes because it does not reward a lucky viral moment. Follower growth is worth tracking as a trend and worth ignoring as a target. Saves and shares are usually the strongest signal that content actually landed. Then the part most reports avoid: clicks to the site, and what those visitors did once they arrived. Social traffic is often undercounted because platforms strip referrer information, so tag your links properly and expect the platform numbers and the site numbers to disagree.
The most useful section of any report is the shortest one. Three things that worked and will be repeated, two that did not and are being dropped, and one thing being tested next month. That is a report someone can act on, and it is also the version that holds up when a finance director asks what the channel is for.
- Engagement rate against reach, not raw like counts
- Saves and shares as the strongest content signals
- Follower count as a trend, never as the objective
- Tagged links so site analytics can see social traffic
- Close with what is being repeated, dropped and tested
A clear path, step by step
- 01
Audit and plan
We review your channels, audience and competitors, then agree the calendar and cadence.
- 02
Create and schedule
Posts designed and written native to each platform, scheduled ahead so nothing slips.
- 03
Post and engage
We publish, monitor and reply, because the algorithm and the audience both reward presence.
- 04
Report and refine
Monthly numbers in plain language, and the calendar adjusts to what the data shows.
Why choose us for this
Native content per platform, not one post blasted everywhere
Our video and design team feeds the calendar
We report honestly, including what did not work
Common questions
Do we approve posts before they go out?
If you want to, yes. Most clients approve the monthly calendar up front and let us handle daily posting. Sensitive industries often keep per-post approval, and both flows work.
How is success measured?
Against goals we agree at the start: reach, engagement, audience growth and traffic to your site. We report the numbers plainly each month, not a wall of vanity metrics.
Explore related work
Want this for your business?
Book a free visibility call and I will tell you honestly whether I can help.
How this is delivered
One person leads every project. Where a job genuinely needs a specialist, I bring in people I have worked with before and manage them, so you get one point of contact and one invoice rather than three suppliers blaming each other.
- You talk to the person responsible for the work, not an account manager
- Specialists are briefed and managed by me, and their work is checked before it reaches you
- One contract, one invoice, one place to chase