Social media managed as a discovery channel, not a posting schedule
Buyers check your social profiles before they contact you, and increasingly so do the AI assistants they ask for recommendations. What they find there is either evidence that you are active and credible, or evidence that you are not. We run social as part of how a business gets found and trusted, and we are direct about what it can and cannot be expected to produce.
From profile activity to trust
Active presence
A current profile buyers can inspect.
Credibility signals
Evidence that the business is real and active.
Discovery context
Useful context around what the business does.
Social is treated as part of discovery and trust, not simply as a calendar of posts.
The problem this solves
You will recognise the situation if:
Your profiles exist but the last post was months ago.
Someone internal is squeezing this in around their real job.
Posting happens but nobody can say what it achieves.
Your channels look different from each other and from your website.
Competitors appear more established online purely because they are more visible.
You are told you need to be on six platforms and have capacity for one.
Reporting arrives as follower counts and engagement rates that mean nothing to you.
What we manage
Channel strategy
Which platforms are worth your effort and which are not. For most businesses the answer is one or two done properly rather than five done badly. We will tell you which, and it may be fewer than you expect.
Content planning and production
What gets published, why, and in what rhythm. Content built around what your buyers actually want to know, not a calendar filled to look busy.
Publishing and channel management
The operational work: scheduling, formatting for each platform, and keeping profiles current and accurate.
Community management
Responding to comments, questions and messages. This matters more than most businesses realise, because an unanswered question on a public profile is visible to everyone who arrives after it.
Profile optimisation
Making sure your profiles state clearly what the business does, where it operates and how to contact it. These are among the sources AI systems draw on when describing your company, and they are frequently out of date.
Creator and influencer work
Where relevant to your market.
[STATE — whether you offer this and what it covers. Do not list it if you do not run it.]Paid social
Handled through our [PPC / Paid Advertising] service rather than here, because it needs different measurement and a different budget conversation.
Separate Paid Advertising serviceReporting
Reporting in terms that connect to the business rather than to the platform.
What social can and cannot do
We would rather set this out plainly than oversell it.
What it does well.
It establishes that your business is real, active and credible, which matters most for buyers who have not met you. It gives you a channel that is yours when search visibility shifts. And it increasingly feeds discovery: social profiles, discussion threads and video content are among the sources AI assistants draw on when they recommend companies, which means presence there now has a measurable effect beyond the platform itself.
What it does slowly.
Building an audience takes months, and for most business-to-business companies the audience will never be large. That is fine, because the relevant question is who is in it rather than how many.
What it rarely does on its own.
Directly generate significant volumes of qualified leads for most business types. Anyone promising that from organic social is describing paid social, or describing a business model unlike yours.
One thing worth knowing.
Consumer research now shows resistance to obviously AI-generated brand content. Speed of production is not the constraint any more. Being worth reading is.
How we work
Diagnose
Review of your current channels, what has been published, what performed, and how your profiles compare with the competitors your buyers also look at.
Decide the channels
Which platforms justify the effort for your business. This usually means recommending you drop some.
Build the plan
Content themes, formats, frequency and the approval process, agreed before anything is published.
Produce and publish
Ongoing content production, scheduling and channel management.
[STATE — who produces creative, and whether photography or video is included or billed separately.]Engage and report
Community management and monthly reporting against what we agreed to measure.
How we measure it
We report follower and engagement figures because clients expect them, but they are not how we judge the work. What we actually track:
Enquiries and website visits
Enquiries and website visits attributable to social, where tracking allows it.
Share of relevant conversation
Share of relevant conversation compared with named competitors.
Profile completeness and accuracy
Profile completeness and accuracy across platforms.
AI discovery visibility
Whether social content appears among the sources AI assistants cite when describing your business or your category.
Response rate and response time
Response rate and response time to questions and comments.
Publishing consistency
Consistency of publishing, which is the strongest predictor of whether any of the above improves.
Common questions
01 Which platforms should we be on?
Fewer than you have been told. The right answer depends on where your buyers actually spend time, which for many business-to-business companies is one or two platforms. We would rather you publish well in one place than badly in five.
02 How many posts a month do we need?
Consistency matters more than volume. A steady rhythm you can sustain beats a burst followed by silence, which is what most businesses actually do.
03 Will this generate leads?
For some businesses, yes. For many, social contributes to being found and trusted rather than producing enquiries directly, and it shows up in your other channels rather than in social reporting. We will give you an honest view of which applies to you before you commit.
04 Do you write the content, or do we?
05 Can you manage social in other languages or markets?
06 Do you use AI to produce content?
07 What happens to our accounts if we stop working together?
They remain yours, along with the content produced.