Social Media Management

The planned, ongoing operation of a brand's social accounts: setting a strategy, producing and publishing content on a calendar, answering comments and messages, listening to the market and reporting results. It differs from occasional posting in three ways: someone owns the accounts, the plan is written weeks ahead, and a measurement model connects activity to leads or sales.

Platform strategy, a content calendar prepared four weeks ahead, short-form video and graphic production, native copy per language, community management with defined response times, social listening, paid amplification rules, a crisis protocol and monthly reporting from reach to leads. Ad-account management and creator programmes are separate services planned on the same calendar.

Both can work. An in-house team knows the product intimately and reacts in real time; an agency brings platform expertise, production capacity and native writing in four languages. The model that most often holds up is hybrid: community management in-house, strategy, production and reporting with the agency. Decide on response times, content volume and languages, then write it down.

The ones where your audience already spends time and your team can keep up production. A common starting pair is Instagram and TikTok for clinics and consumer brands, LinkedIn and YouTube for B2B and SaaS, and Instagram and Pinterest for e-commerce, with X added for industry conversation and support. Two platforms run consistently beat six run thinly; the platform guide table above is the place to start that decision.

There is no universal number. Starting cadences differ by platform: three to five posts a week on Instagram and TikTok, two to four on LinkedIn, two to four long videos a month on YouTube, five to ten pins a week on Pinterest. Consistency matters more than volume; as reporting shows which formats earn reach and saves, the cadence shifts toward them.

With a four-layer model: reach and the share from non-followers; engagement rate, saves and shares; profile visits, link clicks and started conversations; and leads, bookings or sales attributed through UTM-tagged links and form or DM source fields in GA4 and the CRM. A community layer tracks first-response time and comment sentiment. Follower count is reported but is not the goal.

Through one calendar and one measurement model. Organic posts with high reach and saves become amplification and ad-creative candidates; messages that win in paid testing return to the organic plan; both carry the same message to the same audience in the same period. The ad accounts are managed as a separate service, described on the social media advertising page.

Management is the day-to-day operation: calendar, production, publishing, community and reporting. Strategy consulting sets direction without taking over the operation, covering platform choice, brand voice, content pillars and how your team works, and suits companies that have a team but no plan. Advertising buys reach through targeting, creative testing and conversion tracking. They are separate disciplines with separate budgets, connected by one content calendar and one measurement model.

The scope, set by a handful of variables: the number of platforms; monthly content volume and format, since short-form video takes far more work than static graphics; shoot-day and production needs; the number of languages; response-time expectations and coverage hours for community management; the depth of listening and reporting; the number of approval stakeholders; whether the category is regulated, as clinics need a compliance step; and whether ad-account management is included. We settle these in the strategy review and put the scope in writing.