Social media strategy

It isn't a retainer running in the background. It has a delivery date and it ends.

1. Day 1

   Audit & baseline

   Review of your active accounts: which posts performed, in what format and at what frequency. Documented as the quarter's point of comparison.

2. Day 2

   Archetypes

   Who buys, what worries them and what holds them back. It comes from your business context, not from an imagination exercise in a session.

3. Day 3

   Pillars & platforms

   Which themes the brand sustains and on which network each one lives. This is also where we decide where it isn't worth being.

4. Day 4

   Editorial plan

   Thirteen weeks mapped to pillar, platform and goal. Ordered so the easiest to produce goes out first.

5. Day 5

   Guide & briefs

   Tone, voice, visual style and the first briefs developed. It's the package your team receives to start without friction.

6. Every quarter

   Renewal

   We review what worked against the baseline, adjust pillars and deliver the next quarter. Only if you want to continue.

• Do you post on my social channels?

  No. We don't post, we don't design the pieces, we don't write the final copy and we don't reply to comments. We put it first and spell it out because it's the confusion that costs the most when discovered late.

  What we deliver is the decision layer: who you're talking to, which themes your brand sustains, what gets posted each week for a quarter and how it has to sound and look. Your team — in-house or a freelancer — takes that and produces.

  Why the service is split this way

  Because they're two different jobs and mixing them usually degrades both. Daily production eats the time that should go to thinking, and when the same person decides and executes, the urgency of having something ready for tomorrow almost always wins. The typical result is an account that posts consistently and goes nowhere.

  Separating it has another advantage for you: you can change producers without losing the strategy, and you can change strategy without rebuilding your creative team.

  What you need on the other side

  • Someone to design. In-house or freelance. With the style guide and the briefs, they don't need to be senior.
  • Someone to post and reply. It's a daily task that takes little time, but it has to exist.
  • Someone to approve. One person, not a committee.

  If you have none of the three, this service will be of little use to you today and we'll tell you on the call.

  And if you want someone to produce

  We can recommend profiles who already work with briefs like ours, and coordinate them if that helps. But the relationship and the invoice are directly yours: we don't resell that work or put a margin on it.

• What exactly do I get and how long does it take?

  A closed package, in five business days from when we have access to your accounts and a context session. It isn't a retainer running in the background: it has a delivery date and it ends.

  What arrives

  • Audit of your active accounts. Which posts performed, in what format, at what frequency and which pattern repeats in the best ones.
  • Documented baseline. Current engagement, reach and frequency, so next quarter can be compared against something and not against an impression.
  • Audience archetypes. Who you're talking to, what matters to them and what holds them back.
  • Three or four content pillars, each with its justification and its platform.
  • Thirteen-week editorial plan, with what to post, where and why.
  • Tone, voice and visual style guide, in instructions a designer can follow.
  • Three to five briefs per platform, developed to the point of production.

  What we need from you

  Read access to the accounts, a context session of about ninety minutes, and knowing who approves. If we already run your advertising, a good part of the context is already documented and the session is shorter.

  Why five days and not a month

  Because the work is analysis and decision, not production, and stretching it doesn't improve it. An editorial plan that takes six weeks to deliver arrives when the quarter has already started. We'd rather deliver it complete and fast, and let the time go into executing it.

• Why quarterly and not a monthly plan?

  Because a month isn't enough to know whether a pillar works. Between a content line being produced, published consistently and gathering enough data to read it, several weeks go by. Evaluating at thirty days leads to changing direction because of noise.

  What happens when the plan is monthly

  The classic symptom is permanent change of direction: every month a new idea, a new format, a new visual line. The account never builds recognition because it never sustains anything long enough, and whoever produces lives redoing templates.

  Thirteen weeks is the minimum reasonable period for a pillar to be truly tested, and it's still short enough to correct within the year.

  What happens at renewal

  • The quarter is compared against the baseline documented at the start.
  • We identify which pillars performed and which gave no signal.
  • The mix is adjusted, what didn't work is retired, and the next quarter's plan is delivered.

  Renewal costs considerably less than the initial project, because the diagnostic, the archetypes and the guide already exist: what gets redone is the plan and the briefs.

  And if something changes mid-quarter

  The plan is a direction, not a contract with your creative team. If a launch, a crisis or an opportunity comes up, it gets adjusted — that's what the tone guide is for, so you can improvise without stepping outside the brand. What we don't recommend is rewriting the pillars before they've had time to say anything.

• How do I know if my social media is working?

  You can check it yourself in half an hour, and it's worth doing before hiring anyone. A good share of the profiles we diagnose are being measured with the wrong metric.

  Four checks

  • Sort last quarter's posts by interactions and look at the top five. What do they have in common? If you can't find a pattern, it's not that it doesn't exist: it's that nobody has looked for it, which is why it doesn't get repeated.
  • Look at how many people visit your profile and from there your site. The data exists in the platform's analytics. If reach goes up and site visits don't, you're building an audience that doesn't move.
  • Check whether your direct messages are measured. In Mexico and much of Latin America, a good share of social sales close through conversation. If nobody counts how many start and how many close, the channel is working blind.
  • Compare your profile with your ad. Open them side by side. If they look like two different brands, whoever arrives through ads is going to hesitate.

  The metric almost nobody looks at

  Posting frequency against performance. Many accounts post more than their production capacity can sustain with quality, and the result is increasingly weak content in pursuit of a post count. Lowering frequency and raising the bar usually moves more than any format change.

  What to expect from a diagnostic

  If after those four checks you're clear on what works and why, you don't need this service: you need to produce more of that. If you're not clear, that's exactly the gap the diagnostic fills, and we'll tell you on the call before quoting anything.

• Does this work if I sell to businesses and not to consumers?

  Yes, but quite a lot changes and it's worth saying before signing, because most of what gets written about social media is written for consumer brands.

  What changes in B2B

  • Volume stops mattering. Two hundred of the right followers are worth more than twenty thousand who will never buy from you. Reach targets are noise in this context.
  • The content has to hold up to an expert. Whoever decides in your category knows the subject; generic content doesn't just bore, it subtracts credibility.
  • The platform weighs differently. What works for a product brand is rarely the same thing that speaks to an operations director.
  • The cycle is long. Someone can read you for months before writing to you. Measuring the quarter by direct conversions leads to switching off something that was working.

  How we handle it

  Archetypes are built on the role and the problem, not on demographics. The pillars target the questions that come up in your real sales process — the objections you already hear on calls are usually the best material you have and almost nobody uses them.

  And the plan accounts for the fact that a good share of B2B content doesn't generate a sale, it generates a conversation. The briefs are written for that, not to ask for a click.

  When B2B doesn't justify it

  If your market is fifty companies in the country, a content plan pays off less than a well-worked list and a good email. We'll tell you even if it means not selling it to you, because hiring social media in that scenario is spending on reach you already have through other channels.