Social media management

Social media management is a sales job, not a design job

Most owners come to me after a year of posting with no clear result. The profile looks fine, the follower count crawled up, and yet nobody can name a customer who came from it. That is the gap good social media management closes: every post, Story and reply has a job in the path from "never heard of you" to "booked".

In practice that means three things. People who find you must understand in five seconds what you do and where. People who already follow you must get regular reasons to come back, buy again or recommend you. And people who write to you must get an answer quickly, because a DM is a warm lead that cools by the hour.

What is included each month

The exact scope is agreed in writing, but a typical month of management covers:

• Plan and calendar. Topics tied to your season, offers and stock, approved a week or two ahead.
• Content. Posts, carousels, Stories and short vertical videos made from material you send or we plan together. For more video, see Reels and Shorts production.
• Replies. Comments and messages answered within an agreed window, with a short list of standard answers you sign off on. Details are on the community management page.
• Reporting. A one-page report each month: reach, saves, clicks, messages and, most important, enquiries and bookings we can trace.

Organic profiles and paid ads work together

Organic reach is limited on almost every platform, and it tends to shrink as a platform matures. That is why I look at profiles and ads as one system. The posts that get saves and shares organically become the ads, and the ads send new people to a profile that already looks trustworthy. If you want paid reach from day one, social media advertising is the place to start, and management can be added later.

The same goes for your website. A profile should send people somewhere useful: a booking page, a product, a WhatsApp chat. If the site is slow or confusing, more followers will not help. I check that link before we post anything.

Choosing the right platform in Canada

There is no single answer, but patterns repeat. Salons, restaurants, gyms and shops usually get the most from Instagram and Facebook, often with a Facebook group or event pages for local audiences. Brands selling to people under 35 tend to look at TikTok. Accountants, consultants, manufacturers and recruiters do better on LinkedIn, where the owner's own profile often outperforms the company page.

Language matters too. In Quebec, the Charter of the French Language expects French to be at least as available as other languages in commercial communication, so bilingual or French-first profiles are the norm there. My work is in English, so French posts come from your own team or translator. Many immigrant-owned businesses also run a second profile or posts in their community language, which is something I can help plan.

Common mistakes I fix first

• Bio with no location, no service and no clear way to book.
• Links in bio pointing to a homepage instead of the page people need.
• No Highlights for prices, reviews, location and FAQ, so the same questions arrive every day.
• Posting only promotions, so followers mute you.
• Nobody owning the inbox, so leads are lost quietly.
• Reviews and tagged posts from happy customers left unused, when they are the most convincing content you have.

None of these need a big budget. Most can be fixed in the first week, before we even talk about a content calendar.

If you are not sure where to begin, a social media strategy is a smaller first step: you get the plan and can run it yourself or hand it over to me later.

How the partnership works

I deliver this service with a trusted partner who handles daily publishing and routine design. I write the plan, approve content, connect profiles to ads, tracking and your CRM, and I am your single point of contact. The agreement, deadlines and monthly report all come from me. You never have to chase several people, and if something goes wrong, there is one person responsible: me.