What is social media management?
Social media management is the ongoing running of a brand’s social channels. It covers the strategy, the editorial plan, content production, publishing, replies to comments and messages, and reading the data to adjust course. It is not the same as posting: it is the daily work that keeps the channels consistent with the brand identity and useful to the people who follow them.
What is a content strategy?
A content strategy sets out which content a brand produces, for whom, in what tone and on which channels: social media, the website, articles, campaigns. It defines recurring themes, formats and who does what, so that every piece of content has a reason to exist. Social media strategy is one part of it: it turns the same goals into the rules and rhythms of each platform.
Strategy and editorial plan
- Social media strategy. Goals, audience, the channels to be on, the brand’s tone on social media and recurring themes, written down in a document the team can refer to.
- Content strategy. Which content the brand needs on social media, the website and campaigns, in which formats and at what pace.
- Editorial plan. The content calendar: what goes out, when, on which channel and with what goal, shared and approved before publishing.
Channel management
- Social media management. Day-to-day management of the brand’s profiles, with content published according to the editorial plan.
- Publishing and scheduling. Copy, images, videos, tags and links prepared and scheduled on each platform, with checks before anything goes live.
- Community management. Replies to comments and messages in the brand’s tone, following agreed rules for recurring questions and sensitive cases.
- Reporting. Regular reports with the channels’ data, what worked and what we change in the next plan.
Content production
- Content creation. Posts, carousels, stories and videos designed for each platform, based on the editorial plan.
- Social creative. Graphics and templates consistent with the brand’s visual identity, made with our graphic design work.
- Short-form video. Reels and vertical videos made for phones, shot and edited by our photo and video production team.
- Branded content. Content that tells the story of the brand’s world rather than selling a product: regular series, stories, behind the scenes.
- Content with creators. Content made together with creators chosen for their fit with the brand’s audience, with brief, copy and visual guidelines.
- Campaign content. The social versions of advertising campaigns, from organic posts to creatives for paid placements.
Content and copy
- Copywriting. Clear copy in the brand’s tone for every channel, from a post to a catalogue.
- Brand copywriting. The copy that says who the brand is: manifesto, about page, company presentations.
- Advertising copy. Headlines, body copy and ads for print, outdoor, radio and digital.
- Campaign copy. A campaign’s message carried consistently across every piece, from the claim to the adaptations.
- Website copy. Pages written to be understood at first read by the people who visit the site, coordinated with the web project.
- SEO copywriting. Copy built on what people actually search for, together with our SEO, GEO and AEO work.
- Product copy. Descriptions for e-commerce, catalogues and packaging, with the information people need to choose.
- Articles and blog. Editorial content for the website’s blog, on topics the brand’s audience actually cares about.
Naming, tagline and tone of voice are part of brand identity: we define them there, and the content applies them on every channel.
How we work
- Analysis. We look at today’s channels, the audience, competitors and the material the brand already has.
- Strategy. We set goals, channels, tone and recurring themes, and put them in writing.
- Editorial plan. We prepare the content calendar and approve it with you before producing anything.
- Production. We write the copy and create graphics, photos and videos.
- Publishing and community. We publish to the calendar and reply to comments and messages.
- Reporting. We read the data, share it and update the plan.
What you get
- The social media and content strategy, written down and shared.
- The editorial plan with the content calendar, to approve before anything is published.
- Ready-to-use content: copy, graphics, photos and videos in each platform’s formats.
- Daily publishing and handling of comments and messages, if the project includes channel management.
- Copy for the website, campaigns and products, if included in the project.
- Regular reports with the channels’ data and the changes we propose.
When you need it
- Your social channels exist, but posting is irregular.
- Every post looks like it comes from a different brand.
- Nobody in the company has time to look after social media every day.
- The copy on your website or in your catalogues does not explain clearly what you do.
Who it is for: companies and brands that want a consistent, coherent social media presence without a dedicated in-house team, or that already have a team and are looking for strategy, content or copy.
Social media and content FAQ
It includes the strategy, the editorial plan, the production of copy, graphics, photos and videos, daily publishing on the agreed channels, replies to comments and messages, and a regular report. We can handle all of it or just one part, for example strategy and editorial plan for an in-house team that then publishes on its own.
There is no right number for everyone: it depends on the platform, the audience and how much quality content the brand can sustain over time. Consistency generally matters more than volume: a steady, sustainable pace works better than many posts crammed into a few weeks. We set the pace in the editorial plan and review it against the data.
When a project calls for it, we design content made together with creators chosen for their fit with the brand’s audience and values: we prepare the brief, the copy and the visual guidelines and follow the production. We do not represent a network of influencers of our own: each time, the choice starts from the brand and the project’s goal.
Yes. Besides social content we write website copy, product descriptions, articles, ads and campaign copy, all in the same tone of voice. For copy that needs to be found in search we work alongside our SEO, GEO and AEO service, while naming, tagline and tone of voice are defined in the brand identity project.
Yes. We produce photos and videos in-house, with our own team: from short vertical videos to product shots, through to editing and motion graphics. That way social content comes from the same people who write the editorial plan, and the style stays consistent across all of the brand’s channels.
It depends on how many channels to run, how much content is needed, how much of it is video or requires a shoot, the community management workload and any budget for paid placements, which is a separate item. That is why we have no price list: after a first conversation we prepare a proposal for your specific case.
Write to us through the contact form or at info@magnetmilano.it, telling us which channels you have today, what you want to achieve and who looks after them now. The first step is a conversation: we look at the current situation together and work out whether you need a full strategy, an editorial plan or day-to-day channel management.