A social media account does not become useful because its calendar is full. It becomes useful when you know who you need to reach, which platforms they actually use, and what you can say there that nobody else can.

We write the strategy first. Once you approve it, we run the agreed work every month: planning, writing, design, publishing and review. Scope is set by the job social media has to do for you, so there is no preset number of posts.

When this is useful

• You're publishing, but nobody can say what social media is meant to achieve

• Several platforms are active, and nobody knows what each one is for

• Your founder or researchers know things worth sharing, and nothing captures it

• A launch, an event or a new market needs explaining over several weeks
  
  

What we establish before managing anything

The business objective

What social media can realistically support right now, such as awareness in a defined audience, founder credibility or event turnout. If another channel would do the job better, we say so.

The priority audience

Whose attention matters, what they already know, and why they would come back.

The role of each platform

LinkedIn might carry the founder's thinking while Instagram explains the product, and a third platform might not earn continued effort at all. We recommend fewer channels when that allows the work to be better.

The source of the content

Interviews, research, customer questions, product updates and events. Every post should start from something your organisation actually knows or did.

Who does what

Who supplies material, who approves claims, who answers comments and messages, and how much of your team's time is genuinely available.

Phase 1: Strategy

An audit of your current accounts and workflow, audience and conversation research, a competitor review, a role for each platform, content pillars, formats and publishing rhythm, community guidelines, and a measurement plan tied to the objective. Nothing is produced until you approve it, including the list of what we won't do.

Phase 2: Ongoing management

Each month we gather material from your team, plan against the strategy and last month's results, then write, design, get approvals, schedule and publish. We report in plain language every month and review the strategy itself every quarter.

How we measure it

We look at reach within the audience that matters, saves, shares, replies and messages, visits to your site, and enquiries that mention a post. Follower counts give context but prove little on their own. A lot of sharing happens in private messages and group chats that no platform reports, so where we can't attribute a result, we say so.

What to expect, and when

The first three months are mostly learning: which subjects get saved, shared and replied to, and which don't. Recognition and trust build over months of consistent work, and platforms change how they distribute posts without warning. We don't promise reach, engagement, leads or growth. We promise a reason behind every decision, and reporting that tells you plainly what is working and what isn't.

What is not included by default

• A presence on every platform

• Daily publishing

• Paid-media buying and optimisation

• Influencer sourcing or management

• Round-the-clock community response

• Crisis communications

• Complex video or animation production

• Legal, medical, financial or regulatory approval

• Guaranteed follower growth, engagement, leads, sales or virality

Any additional discipline must be named, scoped, and staffed before it begins.

The exact deliverables depend on the platforms and the operating model you choose. A typical engagement includes:

• A documented social media strategy, with a role for each platform

• Audience and conversation findings

• Editorial direction, content pillars and a map of where material will come from

• Format and design guidance

• A production and approval workflow, including who approves sensitive claims

• Community response and escalation guidance

• Monthly editorial plans

• The agreed writing, design, scheduling and publishing

• A content archive and a record of decisions

• Monthly reports in plain language, and quarterly strategy reviews

• Editable files and handover documents when the engagement ends
  
  

Service-specific questions

Do we need to publish every day?

No. Frequency follows the objective, the platform and how much real material you have. A few substantial posts a week usually do more than a daily post with nothing to say.

Does management include creating and publishing the content?

Yes, for the platforms, formats and volume agreed in the scope. Writing, design, scheduling, publishing, reporting and community replies are each named in the scope, so you know exactly what we own and what stays with your team.

Start with the job social media should do

Tell us what you need social media to support, what you're publishing now, and where the process breaks down. We'll reply with a questionnaire written for your organisation.