Social Media Marketing
A company social account is a small publication. It needs an editor, a schedule, material worth looking at, and somebody who answers when a reader writes in.
Most accounts fail on the dull parts. Posting stops for six weeks, the same graphic goes to every network, and a customer complaint sits unanswered in the comments where everyone can read it.
Reach is set by each network's ranking system, which changes often and is not published. We cannot promise followers, views, enquiries or sales from social media. We can promise that the account is kept up properly and that you see honest figures.
Where to be, and where not to bother
Two accounts kept well do more than six kept badly.
For selling to other businesses and for recruiting. Posts from named employees generally travel further than posts from the company page.
For products and places that photograph well. Short video now carries most of the reach; a grid of text graphics does not.
Still where many local customers and older audiences are. Groups and paid promotion matter more than page posts.
YouTube
A search engine as much as a social network. Demonstrations and how-to videos are found for a long time after upload.
TikTok
Rewards frequent, informal video. Worth it only if someone in the business is willing to appear on camera regularly.
X and others
Useful in a few fields such as technology and news. We say so when a network is not worth your money.
A month of work
The rhythm is the same each month, which is what keeps an account alive.
Plan
A calendar for the coming month: subjects, formats and dates. It draws on what is happening in your business, not on a list of awareness days.
Produce
Copy, images and video edits are made for each network's format. Photographs and footage of your real premises, staff and products come from you.
Approve
You see every post before it is scheduled. Changes are made in the shared calendar so there is one current version.
Publish and reply
Posts go out on schedule. Comments and messages are answered during agreed hours, and complaints are passed to you the same working day.
Report
Reach, engagement, clicks and tracked conversions for the month, with a note on which posts did well and our best explanation of why.
Lines we do not cross
Shortcuts on social media are visible to customers and punished by the networks.
- No purchased followers, likes or comments
- No engagement groups or automated commenting
- No images of real people generated by AI and passed off as photographs
- No deleting of fair criticism from customers
- No influencer posts without the disclosure the law requires
- No posting under a staff member's name without that person's approval
When to put money behind a post
Unpaid reach for company pages is limited on most networks. A modest budget, spent with care, often does more than extra posts.
Promote what already works
A post that did well unpaid is a safer candidate for budget than one written as an advert.
Build audiences from your own data
Website visitors and customer lists, used with consent, form the starting audiences. They sit in your ad account.
Track beyond the click
Links carry UTM parameters and the pixel records conversions, so a post is judged on enquiries and not on likes.
Practical matters
How do you get access to our profiles?
Through the roles each network provides, such as Meta Business Suite partner access or a LinkedIn page admin role. We do not ask for your personal password.
How many posts a week?
As many as you have something to say. We agree a number you can sustain, because a steady modest schedule beats a burst followed by silence.
Will you reply as the company?
Yes, within guidelines agreed with you. Anything touching a refund, a legal issue or a safety matter is sent to you to answer.
Can you make an account go viral?
No. Nobody can do that on demand. A few posts spread widely for reasons that are hard to predict, and we plan on the assumption that most will not.
What do we need to supply?
A contact who can approve posts each week, access to real photographs and footage, and news from inside the business as it happens.
Show us your accounts as they are
List the profiles you have, including the neglected ones, and tell us who your customers are. Expect an answer within one business day.