Social media with a job to do.
Channels run with a purpose behind them, month after month, and a reason for every post.
- Channels
- Chosen, never all of them
- Cadence
- Agreed monthly
- Includes
- Replies and community
What social media marketing is for
Every channel does a different job. LinkedIn reaches buyers and candidates. Instagram carries the brand and the culture. YouTube answers questions at length. Posting the same thing to all of them is the fastest way to be ignored on each.
We decide what each channel is for before building a calendar. Some companies need two channels run properly. Very few need five.
The work includes the replies. A company that posts and never answers looks automated, and the conversation in the comments is usually where a buyer forms their view.
Scope
What is included
Channel strategy
Which platforms you should be on, what each is for, and which ones to leave. An abandoned profile does more damage than an absent one.
Content calendar and production
Planned monthly and approved before anything is made. Copy, design, photography and short film, produced in house.
Community management
Replies, comments and messages handled inside agreed hours, with an escalation route for anything that needs you.
Founder and executive profiles
Ghost-drafted and approved, in the person's own voice. A founder account reaches further than a company page and it should sound like them.
Paid social amplification
Budget behind the posts that are already earning attention, targeted at the audience you sell to.
Monthly reporting
Reach inside your audience, engagement that came from buyers, follower quality, and traffic and enquiries that arrived from social.
How it runs
Month one
Channel audit and decision, audience and competitor review, tone agreed, and the first calendar built and approved. Profiles cleaned up before anything new is posted.
Months two and three
The calendar runs. Formats are tested against each other, community management settles into a rhythm, and the reporting baseline is established.
Month four onwards
Production concentrates on the formats that earn attention from the right people. Paid budget goes behind proven posts.
What you get
- A monthly calendar, approved in advance
- Copy, artwork and short film for every post
- Community management inside agreed hours
- Founder or executive content where it is in scope
- A monthly report on qualified reach and what came from it
How it is judged
- Reach inside the audience you sell to
- Engagement from named accounts and roles that matter
- Follower growth quality, checked against job title
- Traffic and enquiries attributed to social
- Applications, where recruitment is part of the brief
Questions we get asked
- How many posts a month do we get?
- It depends on the channels and the formats, and we agree the number in the scope. A fixed count across every client is a production quota rather than a strategy, and it usually produces filler by week three.
- Do you handle replies and messages?
- Yes, inside agreed hours, with an escalation route to you for anything commercial or sensitive. Community management is part of the work and not an add-on.
- Can you run the founder's personal account?
- We draft and you approve, in your own voice, and nothing publishes without your sign-off. An account that sounds like a brand defeats the purpose of it being personal.
- Which platforms should a B2B company be on?
- Usually LinkedIn, and one more depending on the buyer. YouTube where the product needs explaining, Instagram where employer brand matters. We would rather run two channels properly than five badly.
- How is social measured if it does not produce direct leads?
- By reach inside the audience that can buy, engagement from the right roles, branded search afterwards, and enquiries that mention it. Follower count on its own is the number we report last.
Next
See what a social plan would look like
Tell us who you are trying to reach. You get a channel recommendation, a sample month of content directions, and an honest view on which platforms to leave alone.