Social media
Managing
social media
A company profile does not need thousands of followers. It needs to show that your business is active when someone checks it before sending an enquiry. We take care of the content plan, publishing, moderation and the monthly report.
Why a business needs a profile when customers come from search anyway
A profile is rarely the main source of enquiries. Customers usually visit it after finding the business elsewhere, to check whether it is still operating.
A profile whose last post is two years old can suggest the business has been abandoned. That signal weakens the impression made by a good website or a good review.
The profile's second job is to stay in the minds of customers who are not buying yet. With services bought once every few years, such as a renovation, a wedding or a system deployment, regular posts help make sure the customer remembers your business when the time comes to decide.
What exactly we do
We agree the scope before launch and put it in the contract, together with the number of posts per month. So you know in advance what to expect, even in a month when less is happening at your business.
- A quarterly content plan, prepared in advance and taking your industry's season into account
- Graphics and copy in line with your brand identity
- Publishing at an agreed pace, including on days off when it makes sense
- Comment moderation and replies to messages during agreed hours
- Responding to reviews, including negative ones, according to agreed rules
- A monthly report with conclusions and proposed changes for the next month
- Coordination with paid campaigns, if they run in parallel
- Tips on what is worth photographing at your business as you go
Content plan: post categories and your industry's season
A profile run without a plan is easy to spot: posts are made in a hurry and usually boil down to promotion announcements.
The quarterly plan is built on a few recurring categories: completed projects, behind the scenes, answers to common customer questions, industry news, seasonal content and the offer. The proportions depend on the industry, but sales content does not make up the majority.
The season matters a lot. A wedding venue communicates differently in autumn, when couples plan the following year, than in May. A construction company has a different season from an accounting firm. A plan prepared in advance lets you publish when customers make their decisions.
| Content type | Purpose | How often |
|---|---|---|
| Completed projects and results | Showing that the business is active | every week |
| Behind the scenes and the team | Faces instead of just a logo | every two weeks |
| Answers to common questions | Clearing up doubts before contact | every week |
| Seasonal content | Hitting the moment of decision | according to the industry calendar |
| Offer and promotions | Direct sales | once or twice a month |
Where we get the material
The best material comes from your business. Stock photos are easy to spot, because the same shots appear in ads for many other companies. A phone photo, even with worse lighting, shows your real work.
That is why at the start we set up a simple habit: what to photograph during work and where to send the photos. On your side, it means a few shots taken along the way. We give specific tips, for example: “photograph this stage of the installation, from this side, before you clean up”.
When stronger material is needed, we organise a session: photos, video or aerial shots (see drone filming and virtual tours). We spread the material from one session across the following weeks of posts.
Ideally while the work is in progress, not only once it is finished. Finished results look similar at many companies, while photos of the work in progress show how you work.
Moderation, comments and negative reviews
Replying to messages can matter more than publishing. Someone asking about dates or the scope of a service is usually closer to buying than a casual follower. If they wait a long time for a reply, they may ask another company.
We set the rules at the start: during which hours we reply, which questions we handle ourselves and which we pass on to you. Questions about prices and dates usually need your knowledge, so we prepare a short list of ready answers and update it every month.
Negative reviews are a separate topic. We respond to them calmly, publicly and without getting into an argument, and propose a solution in a private message. Other customers read such a reply later too, so we write it with them in mind.
- Messages read once a week
- Replies to negative reviews written in the heat of the moment
- Deleting critical comments instead of replying to them
- Posting nothing but offers and promotions
- The same post copied to every platform unchanged
Which platforms to run and which to skip
A common mistake is trying to be everywhere at once. Several profiles, each run a little, look abandoned, which is why we usually recommend starting with one platform, two at most, run properly.
The choice depends on where your customers are and what material you have. A service business with local customers usually starts with Facebook (see Facebook management). Visual industries, such as interiors, food service or beauty, are quicker to turn to Instagram.
We do not recommend video-based platforms to businesses that have no such material and do not plan to record it. A profile without content achieves little there, and it takes time away from channels that could bring results.
Monthly report: what worked and what we are changing
The report you receive every month covers four things: what we published, what worked better than usual, what worked worse, and what we are changing as a result in the next month.
We show figures against the average of previous months. We compare the number of followers with the number of messages and enquiries, because on its own it says little about results.
Once a quarter we carry out a longer review: whether the direction is working, whether any content category has stopped working and whether the proportions should change. This is the moment for bigger decisions, including dropping a platform.
Great cooperation! Everything went smoothly in a pleasant, comfortable atmosphere and communication was efficient. I warmly recommend them.
What the cost of running a profile depends on
We charge a fixed monthly fee that depends on the number of platforms and posts. Any advertising budget you pay directly to the platform, with no commission from us on spend. We price every project individually and prepare a free quote within 24 hours.
| What the cost depends on | What it means |
|---|---|
| Number of platforms | One profile, or two run under one content plan |
| Number of posts | How many posts per month we put in the contract |
| Share of video | Whether posts include short videos and their editing |
| Photo shoot | Whether you provide the material or we organise a session |
If we also run paid campaigns in parallel (see social media ads), we coordinate them with your posts. People who see an ad often visit the profile too, so the two should match.
Working together
How we work together, step by step
Diagnosis
Who your customers are, where they are, what you have and what you have tried so far.
Strategy and quarterly plan
Choice of platforms, content categories, posting rhythm, seasonal calendar.
Profile preparation
Tidying up descriptions, contact details, graphics and offer sections.
Posts and moderation
Content at an agreed pace, replies to messages and comments.
Monthly report
What worked, what did not and what we are changing in the next month.
Quarterly review
Assessment of direction, changes to content proportions, decisions on platforms.
Questions
Frequently asked questions
It depends on the industry and how much material you have. We agree the number of posts before launch and put it in the contract. A steady rhythm matters more than the number, because a profile with gaps of several weeks looks neglected. More posts with nothing to show improve nothing.
Ideally, yes, and we tell you exactly what to photograph. When that is not possible, we organise a session: photos, video or drone footage. We use stock photos only as an exception.
Yes, during agreed hours and according to rules agreed in advance. We pass questions about prices, dates and availability on to you, unless we have a prepared answer.
No. A profile builds your business's credibility and complements paid campaigns, and when we run both, we coordinate the ads with the posts.
Yes, and we usually recommend it: it is better to run one platform properly than several a little. We add another once the first is working and there is material.
We hand over the content plan, graphic templates and moderation rules, and if needed we train the person who will take it over. Access to the profiles stays yours the whole time.
Related services
What else may be useful
Your city
Social media management in your city
For each of these cities we have a separate page describing the local market and how we work with companies there.
We will take care of your profiles
Tell us where you are present and what you have tried so far. We will send back a proposed content plan for the first quarter together with a quote.