The Operating Rhythm
Once onboarding is complete, Social Media settles into a repeating monthly, quarterly and annual rhythm. The aim is consistency without adding process for its own sake.
- Every month
- The content cycle, and a short performance review.
- Every quarter
- Content planning, expert account review, and a client review where the account warrants one.
- Every year
- A refresh of the high-level roadmap.
Monthly Content Cycle
The core recurring workflow. Six steps, not six task lists.
Review current priorities
The current quarterly direction, upcoming promotions, events, seasonal dates and anything new from the client.Prepare the content calendar
Plan the upcoming cycle against the approved cadence and content pillars.Produce the content
Write the copy and prepare graphics, photography or video as the scope requires.Get approval where required
Use the approval process agreed for the account. Not every account needs every post approved individually.Publish
Publish or schedule the approved content using the account's current workflow.Close the cycle
Confirm what was planned actually went out, and carry any issue or change into the next cycle.
Monthly Performance Review
Short. The point is to find something worth changing, not to look at metrics every month out of habit.
- Performance since the last review has been looked at
- Material wins, issues or changes are identified
- Anything worth adjusting is carried into the next cycle
- Reporting is prepared and delivered on the agreed client cadence
Report format and ownership are a shared standard rather than a social-specific one, and will live in Reporting.
Quarterly Content Planning
Once a quarter, bring the longer-term plan back into focus.
- Business priorities
- Campaigns and promotions
- Seasonal dates and major events
- Content themes and the rough topic mix
- Any change in channel emphasis
Expert Account Review
The Digital Marketing Manager or service lead is not expected to take part in every recurring task. They review at the points where their perspective can materially improve the account.
- Launch readiness at the end of onboarding, where it is useful
- The quarterly account review
- Material performance issues
- Tracking or platform concerns
- Major changes in strategy, channels, or paid and organic coordination
- A client concern or escalation
Client Review
Where the size and nature of the account warrant it, run a periodic review with the client. Not every small client needs a formal QBR.
- Results since the last review
- What has changed on their side
- Upcoming priorities
- What is working and what is not
- Opportunities or concerns
- Direction for the next quarter
Format and cadence will be set by the shared Client Reviews standard.
Annual Roadmap Refresh
Once a year, refresh the high-level direction set during onboarding. Keep it high level — no individual posts months in advance.
- Major campaigns and promotions
- Seasonal periods and important events
- Changing business priorities
- Broad content themes
Keep the Account Guide Current
The Social Media Account Guide is only useful if it is still true. Update it when durable account information changes, not for ordinary monthly activity.
- The approver changes
- A platform is added or dropped
- Posting cadence changes materially
- Content sources change
- Community management is turned on or off
- A new brand or compliance restriction applies
- The way the account is run changes significantly
Productive Rhythm
The recurring work above should exist as recurring tasks rather than as someone’s memory.
- Prepare Monthly Content Calendar
- Prepare Social Media Report, on the cadence the engagement sets
- Quarterly Content & Account Review, covering next-quarter priorities, account performance, expert review and any material adjustments
- Annual Content Roadmap Refresh
- Client Review where applicable
A Healthy Account
Ongoing delivery never completes, so there is no done. This is what good looks like at any point in time.
- A current content calendar exists
- Upcoming priorities are understood
- Approvals are under control
- Reporting is current
- Client blockers have owners
- The Account Guide is still accurate
- Recurring Productive tasks are current
- Material performance or account issues are being addressed
Then What?
- Social MediaHow an organic social account is run, and how to onboard a new one.
- Social Media Account GuideThe living reference for how a social account is run, so anyone can pick it up.
- ReportingSoonMonthly and quarterly reporting rhythm, format and ownership.
- Client ReviewsSoonQuarterly business reviews, performance narrative and forward planning.
- Scope ChangesSoonRecognising scope creep, documenting change and re-contracting cleanly.
- QA & EscalationSoonQuality checks before anything leaves the building, and what to do when it goes wrong.