Digital Marketing
Social Media Marketing
Social platforms are where many buyers form their first impression of a business before ever visiting a website. This service covers building and running an organic social presence with a real plan behind it, not just sporadic posts.
Social media marketing, as scoped here, covers organic (non-paid) presence and activity on platforms such as Meta (Facebook and Instagram) and LinkedIn: planning what to post, producing or coordinating the content, publishing on a schedule, and engaging with the resulting community. It works alongside, but is distinct from, paid social advertising, which is covered under PPC and Google Ads for cross-channel paid work.
The foundation of any social program is a channel and content plan built around who your actual audience is and what they respond to on each platform, rather than posting the same content everywhere. A calendar keeps output consistent, but the work also includes responding to comments and messages in a timely, on-brand way, since a neglected inbox undermines trust faster than infrequent posting.
Buyer fit
Is this the right service for you?
This service fits businesses whose buyers are active on social platforms and who need consistent, planned publishing rather than occasional posts.
Good fit when
- Businesses with an audience on Meta or LinkedIn that currently posts inconsistently or not at all.
- Brands that need a content calendar and creative production process rather than one-off posts.
- Companies that need community management - responding to comments and messages promptly and on-brand.
- Businesses coordinating organic content with an active or planned paid social campaign.
Less suitable when
- Businesses whose buyers do not meaningfully use social platforms for research or purchase decisions.
- Needs limited to paid social campaign management with no organic component - see PPC management.
- One-off video or graphic production with no ongoing publishing cadence - see the creative and brand services instead.
Scope
What's included
A social media engagement typically includes strategy, production, publishing, and engagement.
Channel strategy
Deciding which platforms deserve investment based on where your actual audience spends attention.
Content calendar
A planned schedule of post topics and formats aligned to business priorities and platform norms.
Content production coordination
Captions, graphics, and short video coordinated with the creative team for consistent quality.
Publishing
Scheduled posting across approved channels according to the calendar.
Community engagement
Timely, on-brand responses to comments and direct messages.
Performance reporting
Regular reporting on reach, engagement, and follower growth against agreed goals.
Not included in this service
- • Paid social advertising spend and campaign bidding, covered under PPC management.
- • Influencer contracts and payments, which remain a separate client-managed relationship unless explicitly scoped.
- • Responding to serious complaints or PR issues outside normal community management, which is escalated per an agreed protocol.
Process
How the work happens
Social programs run on a recurring monthly cycle after an initial strategy phase.
- 1
Strategy
Define target platforms, content pillars, and tone based on audience and business goals.
- 2
Calendar planning
Build a monthly content calendar covering topics, formats, and key dates.
- 3
Production
Create or coordinate captions and visuals for each planned post.
- 4
Publishing and engagement
Publish on schedule and manage day-to-day community responses.
- 5
Reporting and iteration
Review performance monthly and adjust the content mix accordingly.
Decision support
Organic social, paid social, or both?
The two work differently and are often most effective combined.
| Situation | Recommended path | Why |
|---|---|---|
| Building brand presence and community over time | Organic social (this page) | Slower reach growth, builds trust and following |
| Need immediate, targeted reach | Paid social - see PPC management | Reach is bought, stops when spend stops |
| Want both working together | Combined organic and paid program | Organic content often improves paid ad performance |
Measurement
How results are checked
Progress is tracked against goals agreed at the start, since 'engagement' means different things to different businesses.
- Publishing consistency against the agreed calendar is tracked monthly.
- Reach, engagement rate, and follower growth are reported against baseline.
- Response time to comments and messages is monitored against an agreed standard.
- Where social supports lead generation, referral traffic and inquiries from social channels are tracked.
Engagement factors
What affects scope and pricing
Scope depends mainly on the number of channels, posting frequency, and content complexity.
- Number of platforms being actively managed.
- Posting frequency and the mix of formats (image, video, carousel) required.
- Whether content is produced from scratch or repurposed from existing marketing material.
- Volume of community engagement expected, including inbound customer messages.
FAQ
Common questions about social media marketing
Which platforms should we focus on?
This depends on where your actual buyers spend time; a B2B service business often prioritizes LinkedIn, while a consumer brand may prioritize Instagram and Facebook. Channel selection is part of the initial strategy work.
Do you create the content or just post what we give you?
Both models are supported - full content production and coordination, or publishing and engagement management for content your team supplies.
Do you run paid social ads too?
Paid social campaigns are scoped under PPC management, but organic and paid social work is commonly coordinated together for consistency.
How do you handle negative comments or complaints?
Routine comments are handled directly using an agreed response approach; anything serious or reputation-sensitive is escalated to you promptly rather than handled unilaterally.
How is success measured if we're not selling directly on social?
Metrics are set based on your actual goal - brand awareness, reach, and engagement for top-of-funnel goals, or referral traffic and inquiries when social is meant to drive direct action.
Ready to talk about social media marketing?
Share a bit about your situation and goals — we'll follow up to confirm scope and next steps.