Service

Social media management

The ongoing execution — planning, producing, publishing, replying and reporting — for the channels a strategy said were worth running.

Discuss this work All services

Management is the unglamorous half. Somebody has to write the caption, design the carousel, cut the video, schedule it, answer the comments, notice that a competitor just launched something, and produce a report at the end of the month that a director will read in ninety seconds. Done well it is invisible. Done badly it is the reason accounts go quiet for six weeks.

We run this as a production function with a published cadence, not as a creative service that delivers when inspiration allows. The calendar is agreed in advance, the work is made in batches, and the reporting is standing rather than requested.

Why this is worth doing properly

The economics of social management have shifted with short-form video. Static posts are cheap to produce and now reach relatively few people on most platforms; video reaches more and costs several times as much to make. A management retainer priced for a static-post world quietly produces less reach every year unless the production model changes with it.

The second shift is that community management has become a distribution activity rather than a customer-service one. Platforms weight early engagement heavily when deciding how far to push a post, which means the first hour of replies is doing measurable work. Treating comments as something to catch up on weekly gives away reach you already paid to produce.

The third is that consistency now matters more than volume. An account that posts twice a week for a year outperforms one that posts daily for two months and then stops, because the ranking systems and the audience both learn from regularity. This is why we would rather commit to a cadence you can hold in a bad quarter than to an ambitious one you cannot.

Where this work usually goes wrong

Scheduling and walking away

Posting is perhaps a third of the job. An account with a full queue and no one answering comments is spending production budget and discarding the distribution that engagement would have earned it.

Repurposing without reformatting

The same asset cross-posted to four platforms performs badly on at least three of them. Aspect ratio, caption length, hook timing and whether sound is on by default all differ. Repurposing is a re-edit, not an export.

Reporting vanity metrics monthly

A report full of impressions and follower counts is a report nobody acts on. If a number has never once caused a change in what gets made, it should not be in the report.

One approval bottleneck

Where every post needs sign-off from a single busy executive, the account will miss anything timely. Agreeing in advance what does not need approval is the fix, and it requires trust that has to be built deliberately.

What this covers

Instagram management: Feed, Reels, Stories and comment management, with formats chosen for what the account is actually trying to do.
Facebook management: Page management where it still earns its place — typically local reach, community groups and paid support.
LinkedIn management: Company page plus, where it matters more, support for founder and executive personal accounts, which usually out-reach the brand page.
TikTok management: Short-form vertical video produced natively rather than adapted, with hooks written for a sound-on, fast-scroll context.
YouTube content management: Long-form and Shorts, with titles, thumbnails and descriptions treated as search assets rather than afterthoughts.
Content planning and scheduling: A rolling calendar agreed a month ahead, with room deliberately left for reactive posting.
Caption and social copywriting: Copy written per platform, in the brand voice, with the first line doing the work it needs to do.
Post and carousel design: Designed to the brand system, legible at thumbnail size, and accessible in contrast.
Short-form video and Reels production: Scripting, filming direction or edit-only, depending on whether footage exists.
Story creation: Lower-production, higher-frequency content used for the things that do not justify a permanent post.
Community management: Replies within an agreed window, in voice, with an escalation path for anything sensitive.
Comment and message management: Inbound DMs triaged and either answered or routed to sales or support.
Platform optimisation: Profile copy, links, pinned content and highlights kept current — the parts everyone forgets after launch week.
Monthly analytics reporting: A short standing report on the metrics that can change a decision, with a recommendation attached.
Continuous content optimisation: What performed gets made again in a variation; what did not gets retired rather than repeated out of habit.

How the work runs

The delivery sequence for social media management, in order. Each phase is described below.

Onboarding and access
Proper access via business manager accounts you own rather than personal logins, so nothing depends on an individual and nothing is lost if we part ways. This is more important than it sounds and is a frequent source of pain when agencies change.
Batch production
Content is planned and produced in monthly batches with a reactive allowance held back. Batching is what makes consistent quality affordable; producing post-by-post is where retainers go to die.
Review and scheduling
A single review pass against the calendar, then scheduling. We agree in advance which categories of post do not require client sign-off, because that agreement is what allows the account to be timely.
Active community management
Replies inside the agreed window, concentrated in the first hours after publishing where they do the most for distribution.
Monthly review
What shipped, what worked, what we are changing next month. The report ends with a decision, not a dashboard.

What you receive

Monthly content calendar, agreed in advance
Designed posts, carousels and stories
Short-form video edits with burned-in captions
Platform-specific captions and copy
Community management inside an agreed response window
Profile and link maintenance
Monthly performance report with recommendations
Source files and full account ownership

You probably need this if

Your accounts go quiet whenever the team gets busy.
Comments and DMs sit unanswered for days.
The same asset is cross-posted everywhere without reformatting.
Nobody owns social, so it is done by whoever has a spare hour.
You have a strategy document and no capacity to execute it.

What we build and work with

We work in whatever your team already uses where possible, and introduce tooling only where its absence is causing a real problem.

Meta Business Suite: Page and Instagram publishing and permissions, configured so asset ownership sits with your business account and not with any individual.
LinkedIn Page admin: Company page management with clearly assigned roles, plus employee advocacy where a founder audience is worth supporting.
Scheduling platform: Buffer, Later, Metricool or whatever you already pay for — we will not migrate you to a new tool without a reason beyond preference.
Figma: Post and carousel design against the brand component library, so social assets stay in the same system as everything else.
Video editing suite: Short-form editing with captions burned in, since the majority of feed video is watched without sound.
UTM tagging convention: Consistent campaign tagging so social sessions are attributable in GA4 rather than disappearing into direct traffic.
Native analytics exports: Raw platform exports for reporting, because dashboard summaries hide the distribution behind the average.

What changes once this is in place

The account stops going quiet: A cadence that holds through busy periods, because production is batched and scheduled rather than improvised.
Comments get answered in time: Engagement handled inside the window where it still affects how far a post travels.
Content improves over time: Formats that work get repeated deliberately; formats that do not get retired instead of being repeated from habit.
Assets you own: Accounts, business manager access and source files remain yours, so changing supplier is an inconvenience rather than a rebuild.
A report that ends in a decision: Monthly reporting scoped to the few numbers that would cause you to do something differently.

How this differs by market

The work is the same craft everywhere. What changes is the law, the language and the buying culture — and those change enough to matter.

European Union

Engagement and audience data processed for targeting falls under the GDPR, and custom audience uploads need a lawful basis and a documented retention period. Paid partnership disclosure obligations differ by member state on top of the platform-level labels.

Nordics

Marketing authorities in Norway, Sweden and Denmark enforce influencer and advertising disclosure actively. We label paid partnerships explicitly and use the platform disclosure tools rather than relying on a hashtag in the caption.

United States and Canada

FTC endorsement guidance applies to employee posts about their own employer, not only to paid influencers. Where we run employee advocacy, disclosure language is part of the programme rather than something individuals are left to improvise.

United Arab Emirates

Influencer engagement requires the influencer to hold a licence, and the brand carries exposure if they do not. Content standards are stricter than in Europe on several subjects, and the working week is Monday to Friday, which changes optimal posting times relative to older scheduling advice.

Not legal advice. Regulatory summaries on this site describe how we scope and build, and are current to our latest review. Verify the operative text with qualified counsel in the relevant jurisdiction before relying on it.

How we know it worked

We report saves, shares, profile visits and the conversion rate from social session to enquiry. These are the numbers that have, in practice, caused us to change what we produce. Impressions and follower counts appear for context and are explicitly not targets.

Video gets a separate read: retention curves matter more than view counts, because a three-second view and a full watch are recorded identically at the top of the funnel and mean entirely different things.

Month one of a new retainer is a baseline, not a result. We publish the numbers but do not interpret them until there are three months of comparable data, because the variance on a small account is wide enough to tell any story you like.

Estimates are labelled as estimates. Any figure on this site that describes a range is a planning estimate with its assumptions stated, not a measured client outcome. We do not publish client results without the client's permission and a date.

Questions

Do we need a strategy first?

If you have one, we execute it. If you do not, we would rather spend three weeks producing one than spend twelve months producing content against assumptions nobody has tested.

What does a retainer cost?

It depends on the number of platforms, the volume, and whether video production is included — video is the variable that moves the price most. We scope against a defined monthly output and quote a fixed fee. We do not publish a rate card.

Who owns the accounts and the files?

You do, without qualification. We work through business manager accounts registered to your organisation and hand over source files. We consider agencies that hold client accounts hostage to be a bad-faith practice.

Can you film, or only edit?

Both, though filming depends on location. Where travel is impractical we direct a shoot remotely, provide shot lists, and edit what your team captures — which for most B2B content is a perfectly good model.

How fast do you reply to comments?

We agree a response window in the contract, usually within business hours on the same working day, with a faster window in the first hours after a post publishes because that is when replies affect reach.

What if a post gets negative attention?

There is an agreed escalation path from day one: what we answer, what we hide, what we route to you, and who has authority to make the call outside business hours. Deciding that during an incident is too late.

Related services

Social Media Strategy

Deciding which platforms are worth your time, what you will actually post, and how you will know whether any of it is working.

Content Creation & Creative Production

The production line behind everything else — the graphics, video, photography and copy that campaigns, channels and sales teams all consume.

Paid Advertising

Buying attention at a price that works — with the tracking, creative volume and landing pages that decide whether it does.

Brand Management

The retained work that stops a brand drifting: audits, oversight, campaign direction and monthly review of what is actually going out the door.

Sectors where this is usually the lead engagement

These are the industries where this discipline is typically the first thing a client buys rather than something added later. The link goes to a page written for that sector specifically, with a paragraph on this service and on every other one.

Fitness & Wellness — A subscription business where churn decides everything and January decides the year.

It appears on all thirty sector pages, because every one of them carries a paragraph on all twenty-two services. This list names only the sectors where it tends to lead.

Where we deliver this

This service is delivered across the European Union, the Nordic countries, North America and the United Arab Emirates. The craft does not change; the law, the language and the buying culture do. Consent regimes, invoicing mandates and payment conventions differ enough between markets that a campaign or a system built for one frequently cannot be used unchanged in another.

Each country page sets out what actually differs there and what it means for scope — all 32 countries and 10 cities are listed here. A few of the markets we work in most:

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Tell us what you are trying to change and we will tell you whether this is the right service for it — including when it is not.

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