What does social media marketing include?
A complete program has six parts. Some clients need all of them; others only need the paid side or a steady organic presence:
- Strategy. Your brand, audience, competitors and goals turned into a roadmap of content themes, posting cadence, platform priorities and measurable KPIs.
- Content. Copy, graphics, carousels and stories designed for each platform, built around your products, your people and your work.
- Paid social. Campaigns with precise audience targeting, lookalike audiences, creative testing and conversion tracking.
- Community management. Replies to comments and direct messages, moderation, and escalation of anything that needs your attention.
- Social listening. Monitoring of brand mentions, competitor activity and industry conversations, to inform content and catch issues early.
- Creator partnerships. Shortlisting and vetting creators whose audiences match yours, then managing briefs, approvals and tracking.
Which social media platforms should my business be on?
The ones your customers use when they are in a buying frame of mind. As a rough guide:
- LinkedIn for B2B, professional services and recruiting, where targeting by job title and industry is hard to match.
- Facebook and Instagram for local consumer businesses, home services, retail, hospitality and real estate.
- TikTok and Instagram Reels for reaching younger audiences, and for products that demonstrate well on camera.
- Pinterest for home, design, food, fashion and gift purchases that are planned in advance.
- YouTube for how-to content and considered purchases, where buyers want to see the product or the process.
- X (formerly Twitter) for news, industry commentary and real-time customer service.
Two platforms run well will usually do more for a business than six run thinly, so we recommend where to focus as part of the plan.
How does paid social advertising work?
Paid social lets you choose who sees your ads by location, demographics, interests and behaviour, and on LinkedIn by job title, company and industry. The strongest audiences usually come from your own data: website visitors, customer lists and people who have engaged with your content, plus lookalike audiences built from them.
We set up the tracking first (the Meta Pixel and Conversions API, the LinkedIn Insight Tag, the TikTok Pixel), so campaigns can be optimized toward leads and purchases rather than clicks. From there we test creative and audiences against each other, move budget toward what produces results at an acceptable cost, and retarget people who visited but did not convert.
What does community management cover?
Community management is the daily work of replying to comments and direct messages, answering questions, thanking advocates and dealing with complaints before they escalate. Done well, it turns everyday interactions into reasons to trust the business.
We agree response guidelines with you at the start: tone of voice, what we answer directly, what gets passed to your team, and how negative feedback and sensitive situations are handled. That framework means difficult comments get a measured response rather than silence or a rushed reply.
How is social media success measured?
Likes and follower counts are easy to report and easy to misread. We track reach and engagement as leading indicators, but judge campaigns on clicks, leads, sales and cost per result, using platform data alongside your website analytics so social's contribution is measured where the conversion actually happens.
Monthly reports break results down by platform and campaign, with recommendations for the month ahead. For a closer look at the pitfalls, read measuring social without fooling yourself.