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Web Wizards

Social Media

How Web Wizards approaches and runs an organic social account: who owns what, what we need to understand, and the standards the work is held to. Paid social is onboarded under Paid Media, even when it runs on Meta.
Owned by
Account Manager
Content owner
Social Content Lead
Scope
Organic social
Version
0.3 · Sept 2026

This page is the standard. If you are setting up a real client right now, the steps are in Setup & Launch.

Who Owns What

Each row is one person’s job for the whole engagement, not just for one step.

Salesperson
Transfers what was sold, why the client bought it, the commitments made and the sales context Delivery would not otherwise know, into the Internal Service Brief and the handoff.
Account Manager
Owns the onboarding process and client coordination. Keeps it moving, sends the onboarding email and intake questionnaire, schedules the meetings, coordinates access and assets, and tracks what is still outstanding.
Social Content Lead
Owns the social strategy and content approach: audiences, messaging, pillars, creative and content direction, planning, the Client Social Media Strategy and the first content cycle.
Digital Marketing Manager / Platform Lead
Expert, platform and infrastructure support where it helps — Meta business structure, tracking, the handoff into Paid Media. Not a routine attendee and not an owner of routine onboarding.
Client
Information only they can reasonably provide, access and assets they control, subject-matter input, and approvals.

Confirm the Service

Start from the proposal and the Internal Service Brief. Confirm what was actually sold before planning anything — not every client gets every platform.

Channels
Which platforms and the posting frequency for each. Facebook and Instagram are the usual pair, LinkedIn is common, TikTok and YouTube only where scoped.
Content types
What is included, and who is responsible for copy, design, and photo or video.
Content supply
Whether the client supplies material, Web Wizards creates it, or both.
Community management
Included or not. Do not assume it is.
Reporting
Cadence, taken from the proposal.
Paid media
Whether paid is also part of the engagement.

Understand the Account

Only what is needed to run the social program. Everything else should already be on file.

Priorities
Priority audiences and products, and what the business is pushing right now.
Messages
Topics to emphasise, and anything to stay away from.
Dates
Promotions, events and seasonal peaks content has to line up with.
References
Accounts they like, and ones they do not. Faster than asking them to describe it.
People & content
Who can supply source material, and whether staff or customers can appear in content.
Brand voice
Review existing brand guidance and published content first, then ask only for what is not already clear. No tone questionnaire for a client whose voice is already obvious.
Constraints
Regulatory or compliance limits, where the client's industry has them.

The Client Social Media Strategy

The core strategic reference for the engagement, and the thing every content decision is checked against. It holds the durable information someone needs in order to run this account — practical and relatively concise, not a strategy deck.

What belongs in it

Account setup
Channels, posting cadence, the organic and paid relationship, and community-management scope.
Business direction
Objectives, priority audiences, priority products and services, and geographic focus where relevant.
Messaging
Differentiators, core messages, topics or claims to avoid, and any brand, regulatory or compliance constraint the content has to respect.
Content strategy
Three to five content pillars, creative and content direction, preferred formats, content sources, and opportunities to feature staff, customers or projects.
Planning context
Major seasonal periods, known campaigns, events and broad annual direction.
Working model
Approval process, community-management rules, important client contacts, escalation rules, and links to working assets.

Client Social Media Strategy = durable account knowledge. Content roadmap and calendar = the changing delivery plan. Productive tasks = work that needs to happen. Keeping those three apart is what stops the strategy turning into a running log.

A one-page template exists in Templates & Resources. It is still published there under its previous name, Social Media Account Guide, until the rename is made across the Hub. It is the same artifact. Writing one is a step in Setup & Launch.

The Content Model

The heart of the strategy. Without it the account launches and then improvises every week.

  1. Audience

    Who the content is primarily for. A line or two — not a persona exercise.

  2. Content pillars

    Three to five recurring themes the account posts against. They give the calendar a repeatable structure and stop every week starting with “what should we post today?”

  3. Content sources

    Where the ongoing supply comes from — existing photo and video, client-supplied material, Web Wizards graphics or shoots, staff contributions, product imagery, website and blog content, customer content where appropriate. Do not launch an account without this answered.

  4. Cadence

    Publishing frequency per channel, taken from the approved proposal. We do not have standard packages.

Content Planning Horizon

The further out the plan goes, the higher-level it should be. The calendar exists to help the team plan ahead, not to force decisions before they need to be made.

  1. Annual — direction only

    Major campaigns, promotions, seasonal moments, events, known product or service priorities, and broad content themes. This is not a commitment to individual posts months out: no copy, no post ideas, no fixed dates, no creative that far ahead.

  2. Quarterly — bring it into focus

    Current priorities, campaigns, themes, important dates and a rough topic mix. Sharper than the annual view, but still not every individual post.

  3. Current month — plan the execution

    Channel, intended publish timing, the post concept, creative requirements, and approval status where it applies. This is the only horizon where specific content gets planned.

Approval & Community

Approval should match the client, not default to maximum control. Some want to see every post. Others approve a calendar or a batch, or only certain categories. A settled account may run with very little.

Confirm for every account

  • Who approves, and who else needs visibility
  • How approval is given
  • How far ahead content is submitted
  • Expected turnaround
  • Whether anything can publish without explicit approval
  • What happens when approval is late

Today this runs through email and documents. Do not describe a formal approval platform we do not have.

Community management is not included by default. If it is, agree what we answer ourselves, what gets escalated and who receives escalations. If it is not, say so plainly — nobody should assume we are watching the inbox.

Ongoing Delivery Rhythm

Once onboarding is complete, Productive carries the recurring service rhythm. How each of these is actually run is covered in Ongoing Delivery → Social Media.

  • Prepare Monthly Content Calendar
  • Create & Publish Monthly Social Content
  • Review Performance & Prepare Social Media Report
  • Prepare & Conduct Quarterly Business Review
  • Refresh Annual Content Roadmap

Need to Onboard a Client?

This page is the standard. The process — Productive setup, the budget, the meetings and the order they happen in — is a separate page you can work through while it is happening.