One brand. Different feeds. No copy-paste.

Social media marketing combines strategy, content planning, platform-specific creative, publishing and learning from audience response. What it should look like depends on what the brand needs social media to achieve and where its audience genuinely spends attention — which is why the useful conversation starts with the message rather than with how many posts a week.

Content pillars are the handful of recurring subjects a brand has a genuine right to talk about — its product, the proof that it works, its point of view, the people behind it and what it can usefully teach. They exist so that planning is a matter of choosing what to say next rather than inventing a reason to post at all.

Social media management includes planning what to post, briefing and producing the creative, getting it reviewed and approved, scheduling it, publishing it and handling what happens afterwards. The part that decides whether it runs smoothly is the approval loop: who reviews, what they are reviewing, and how long it can sit there before the moment has passed.

There is no useful universal posting number. Frequency should be sustainable for the brand, appropriate to the platform, and high enough to keep a consistent presence without filling the calendar with weak content. A brand posting three genuinely good things a week beats the same brand posting seven, five of which nobody needed.

Social media should be measured against what each piece of content was for. A post explaining how a product is used should be judged on saves, qualified questions and what people do next — not on likes. A post meant to start a conversation should be judged on replies and repeat participation. Reach and follower counts describe distribution, not whether anything landed.

Organic social builds a recurring presence, a voice and a relationship with people who chose to follow. Paid social buys distribution to people who did not, against a specific objective and budget. Most brands need both, and they are run differently enough that they are separate pieces of work — paid acquisition is its own service, not a section of this one.

Scope depends on how many platforms are in play, how much original creative is produced each month, whether video is included, whether community management is in scope and on what hours, how many approvals a post passes through, how many markets or languages are involved, and whether the engagement includes strategy and reporting or execution against a plan somebody else owns.

Selected social and brand work. The scope shown under each project is taken from its own record.

What is social media marketing?

Planning and running a brand’s presence on social platforms: the strategy, the content, the platform-specific creative, the publishing, and learning from how people respond. What it should look like depends on what the brand needs social to achieve and where its audience actually is.

What does social media management include?

Typically: planning what to post, briefing and producing the creative, review and approval, scheduling and publishing, and handling the responses afterwards where community management is in scope. Exactly which of those are included is agreed per engagement.

Which platforms should we be on?

The ones where your audience already spends attention and where your content can genuinely be good. That is usually two or three, not all of them — and a brand with no way to make video should not be pushed onto short-form video until that is solved.

Do we need to be on every platform?

No. Being on fewer platforms properly is almost always better than being on every platform badly, because a neglected account reads as a neglected brand.

How often should we post?

There is no useful universal number. Frequency should be sustainable for the brand, appropriate to the platform, and high enough to keep a consistent presence without filling the calendar with weak content. Three good things a week beats seven of which five were filler.

Do you create the content, or just schedule it?

We create it — copy, design and short-form video according to scope — as well as planning and publishing it. Working to a plan somebody else owns is also possible, and it is a different size of engagement.

Do you make Reels and short-form video?

Yes, where it is in scope. What varies is who shoots the source material: sometimes we produce it, sometimes we edit and structure footage the brand already has, and sometimes it is a mix. That is agreed at the start because it changes the shape of the work.

Can you work with our existing brand?

Yes, and it is the normal starting point. We work from the brand as it exists and add the social-specific rules guidelines rarely cover — how a caption sounds, what a video looks like, how the brand replies to somebody who is annoyed.

How do approvals work?

One place to review, one deadline, one set of comments, then a revision if needed. The approval loop is what decides whether social runs smoothly, so it is agreed early — including who the named approver is.

Can you handle comments and replies?

Where community management is in scope, yes: replying to questions in the brand’s voice and moving anything that is really customer service to whoever handles it. What is covered, on which platforms and within what hours is agreed per project rather than implied.

What is the difference between organic and paid social?

Organic builds a recurring presence and a relationship with people who chose to follow. Paid buys distribution to people who did not, against a specific objective and budget. Most brands need both, and they are different enough to be run as separate pieces of work.

What is the difference between social media and performance marketing?

This service covers organic social — strategy, content, publishing and community. Performance marketing covers paid campaigns, media buying, targeting and optimisation against a conversion objective. They work well together and are scoped separately.

What is the difference between social media and content marketing?

Social is content made for, and native to, the platforms people are already on. Content marketing is broader — editorial, long-form, owned channels. Social often adapts from that work, and often produces material that feeds it.

What should social media be measured by?

By what each piece of content was for. A post explaining product use should be judged on saves, qualified questions and what people do next; a post meant to start a conversation on replies and repeat participation. Reach and follower counts describe distribution, not whether anything landed.

Can you guarantee followers or engagement?

No. Anyone guaranteeing follower numbers is either buying them or describing something they cannot control. What we commit to is content made properly, published consistently, and honestly reported — including when a piece did not work.

Can you guarantee something goes viral?

No, and we would be cautious of anyone who says otherwise. Reach at that scale is a platform decision. What can be done is making content genuinely worth sharing and giving it the best chance the format allows.

What determines the scope of a social media engagement?

How many platforms are in play, how much original creative is made each month, whether video is included, whether community management is covered and on what hours, how many approvals a post passes, how many markets are involved, and whether strategy and reporting are ours or yours.

What do you need from us?

Whatever brand material exists, product information, access to the accounts, somebody who can answer questions about the business, and a named person who can approve. The last one matters more than most clients expect.

Who owns the accounts and the content?

You do. The accounts stay in your name throughout, and the content and assets are yours. Handover includes the files and the plan.