Social Media Management
A social channel that keeps running when everyone gets busy
The operational service: a calendar you can see a month ahead, production that does not depend on one person having a free afternoon, a response window we commit to in writing, and an escalation path for the messages nobody wants to answer alone.
The rhythm
What a month actually looks like
This is the part clients are really buying: a repeatable cycle that produces output whether or not anyone in your business has a spare afternoon.
Planning session, once a month
Thirty to forty-five minutes with someone who knows what is happening in the business. Jobs completed, people joining, questions customers keep asking, anything with a date attached. This is where the month gets its material.
You get: Calendar for the coming month, shared for review
Production block
Writing, design, editing and any capture we need. Batched enough to be efficient, spaced enough that the feed does not look like it was made in one afternoon, with room deliberately left for something that happens mid-month.
You get: Finished assets in the shared workspace
Approval and scheduling
Everything sits in one place for comment. Approved items are scheduled and formatted natively for each platform rather than one asset pushed everywhere. Where your sector requires a sign-off trail, it is recorded as we go.
You get: Scheduled month with an approval record
The daily response window
Comments, mentions and direct messages are checked and answered inside the window we agreed. Anything that needs you, comes to you, with a recommended reply already drafted so you are approving rather than composing.
You get: Inbox handled to an agreed standard
Escalation, when it is needed
Complaints, safety issues, clinical or legal questions and anything from a journalist go straight to your named contact before a public reply exists. Speed matters less here than getting it right, and the process is written down before it is needed.
You get: A documented escalation path with named people
Monthly review
What went out, what happened, what we are changing. Judged against the purpose agreed at the start rather than against whichever number moved. If nothing worth changing has emerged, the report says so instead of padding.
You get: A short report tied to decisions
Scope
What management covers, precisely
Scope is written down before we start so there is never a question about whether something is included. If it is not on your version of this list, it is not covered.
- A monthly calendar published far enough ahead that you can change it
- Copywriting in your voice, not a house style applied to every client
- Design work built from your brand system rather than a template library
- Short-form vertical video: editing, captions, and shooting where agreed
- Photography or on-site capture at an agreed frequency
- Native formatting and scheduling per platform, not one asset pushed everywhere
- Community management inside a stated response window on business days
- A drafted reply for anything that needs your approval before it goes out
- A written escalation path for complaints and sensitive questions
- Approval workflow configured to your sector, with a record kept
- Profile maintenance: bios, links, pinned content, contact details, opening hours
- Monthly reporting against the agreed purpose, with a recommendation attached
Conduct
How we behave in your inbox and your comments
Community management is the part of this service where an agency can quietly damage a business. These are the commitments we make in writing.
What we commit to
- Answer comments and messages within the window we agreed, and tell you plainly what that window covers.
- Escalate any complaint, safety concern, clinical or legal question to your named contact before we reply in public.
- Draft a suggested response for anything we escalate, so you are approving rather than starting from a blank page.
- Keep an approval record for every post where your sector requires one.
- Publish from your brand system and your voice, using material that came from your business.
- Hand over logins, calendars and the full content archive whenever you ask, with no notice period attached.
What we will not do
- Delete or hide criticism that is not abusive, spam, or a breach of platform policy.
- Argue with a customer in a public thread, or reply to a complaint with a defence before you have seen it.
- Run automated direct-message bots, engagement pods or follow-unfollow tactics.
- Buy followers or engagement, or use any service that inflates a number you will later be judged on.
- Fill a quiet week with stock imagery and industry platitudes to hit a posting count.
- Reply to a review or comment with information the person did not disclose themselves.
Regulated sectors
When every post needs sign-off
Clinics, law firms, financial advisers and anyone else operating under a professional regulator run social differently, and most agencies discover this two months in. The constraint is not that content is harder to write. It is that the time between having an idea and publishing it is measured in days, and that changes what kind of content is possible at all.
So we build the plan around it. A pre-approved bank covers the recurring material: service explanations, team introductions, process, seasonal advice. That bank is reviewed in batches, which is far less work for a compliance reviewer than approving individual posts, and it means the calendar keeps moving while a reactive item waits its turn.
The rules themselves are yours, not ours. Several regulators restrict testimonials or claims about outcomes for the professions they oversee, confidentiality obligations limit what can be said about any individual client or patient, and financial services firms in some jurisdictions have to retain marketing communications as records. Your compliance function owns those requirements. Our job is to build a workflow that respects them and to keep the evidence that it did.
One practical consequence worth saying out loud: if your approval cycle is genuinely two days, we will not promise topical content. We will build a calendar that is strong without it rather than sell you a plan that quietly fails every time something happens in the news.
Questions
What clients ask before handing over the accounts
How quickly will you respond to comments and messages?
We agree a window in writing before we start, and it is usually within a few business hours on weekdays. What matters more than the number is that it is stated, so you know what is covered and what is not.
Weekends, overnight and public holidays are covered separately, because paying for round-the-clock cover is worth it for a restaurant and rarely worth it for a manufacturer. We will tell you which you are.
Who approves posts before they go out?
Whoever your business needs. The calendar is shared in advance, comments happen in one place, and nothing goes out without the sign-off your sector requires.
The important part is deciding how much sits in a pre-approved bank. If every single post needs individual approval, reactive content is off the table and the plan has to be built accordingly rather than pretending the process is faster than it is.
What happens when someone complains publicly?
It follows a path agreed with you before it ever happens: acknowledge publicly, move the detail to a private channel, and escalate anything involving safety, a clinical or legal question, or a threat of action to your named contact before we reply.
We do not delete criticism that is not abusive, spam or a policy breach. Deleting it is what turns one unhappy customer into an audience, and the screenshot outlives the comment.
Do you need our team for content, or can you work without us?
We need you for less than you think, but not for nothing. A recorded conversation once a month with someone who does the work is usually enough to supply a quarter of material that could not have come from anywhere else.
What we can do without you is production, scheduling, community management and reporting. What nobody can do without you is know what happened on site last week.
We already have a backlog of content from a previous agency. Can you use it?
We will look at it honestly. Some of it is usually usable, particularly photography and any footage of real work. Generic captions and stock-led graphics generally are not, and republishing them would undo the point of changing agency.
Anything we do not use, you keep. We will not charge for reworking material that should not go out in the first place.
See exactly what a month with us would look like
We will walk you through the calendar, the response window, the escalation path and the approval workflow for your sector, and tell you what we would need from your team. It is a specific conversation, not a pitch.
If we don't deliver the work we agreed to deliver for reasons within our control, you don't pay for the undelivered work. Read our guarantee
Related
Where to go next
- settle the strategy firstManagement without a decided purpose becomes a posting schedule.
- our social media service
- handling reviews and public complaintsWhere a social complaint often ends up next.
- the visual system posts are built fromConsistent output needs a system behind it.
- content strategy and outreach
- regulated sectors like healthcareWhere approval workflow changes the whole plan.
Last updated · Reviewed by Zubair Afzal