Social Media Management
Day-to-day operating of brand channels. Calendar, creative, community — run by the team that will sit through the comments.
What this service is
Social media is operational work. It is not a strategy slide or a quarterly content drop; it is a daily decision about what to post, when to respond, and whether the brand voice survives an unexpected community moment. Kaelo Marketing & Media runs the practice with named operators who sit with the brand’s team, not from a remote dashboard.
“Social media is a daily operating function. The brands that get it wrong treat it as a campaign; the brands that get it right treat it as a customer service desk that happens to also publish.”
— A Kaelo Marketing & Media principal
What we are accountable for
Where the work lands.
-
01
Channel strategy
Which platforms, what content mix, what posting cadence. Built around the brand’s actual audience, not industry-default playbooks.
-
02
Calendar & production
A weekly publishing calendar with the creative built and approved in advance. Not last-minute scrambles.
-
03
Community management
Reply, moderate, and escalate. The community team is briefed on the brand voice; their work is reviewed weekly.
-
04
Paid social integration
Organic and paid handled by one team, on one accountability line, with one measurement view.
How we engage
From first email to standing review.
-
01
Channel diagnostic
Two-week review of which platforms actually move the brand’s metrics. Most brands operate on too many channels with too little discipline; the diagnostic ends with a written reduction or refocus.
-
02
Calendar & production rhythm
A weekly publishing calendar with the creative produced and approved in advance. The same operating discipline we apply to Kaelo Commerce’s own brand channels.
-
03
Community management
Reply, moderate, escalate. Named community managers on the brand voice, briefed and reviewed weekly. Not a dashboard rotated through junior staff.
-
04
Paid & organic on one accountability line
Paid social handled by the same team that runs the organic channels. One measurement view, one operating cadence.
Where this applies
The sectors this service is shaped for.
When to call us
The shape of the moment this work usually arrives in.
-
01
You operate consumer brand channels and the community team is rotating through unrelated agencies on different platforms.
-
02
You are launching a consumer brand and need the social practice stood up before launch day, not after.
-
03
You manage a multi-brand portfolio and the social discipline differs sharply by brand — consistency across the portfolio is the binding problem.
-
04
You operate a B2B brand where social is less about volume and more about the small signals that decide whether a prospect treats you as serious.
Recent mandate, anonymised
Stood up the social practice for a launching consumer brand inside three weeks.
Channels, calendar, creative pipeline, and community operating model all running by launch day. The brand’s internal team took ownership at month nine, on the documented playbook we built together.
Recent mandate, anonymised
Consolidated social practice for a four-brand consumer portfolio under one operating line.
Each brand had been running with a different agency on a different platform with a different cadence. Twelve weeks of consolidation work produced one calendar, one community standard, one measurement view. Cost down, output up.
For clarity
What we will not do here.
- We do not run social channels as a separate team from paid or community. The accountability is one line.
- We do not chase platform-specific KPIs (followers, engagement rate) when they do not translate to commerce outcomes.
- We do not produce content that the brand’s own team cannot maintain after handover.
- We do not buy followers or engagement, ever, including through aggregator services that obscure the source.
Frequently asked
The questions that arrive first.
- 01 Which platforms do you cover?
- Instagram, TikTok, LinkedIn, X, Snap, threads-class platforms and the regional platforms relevant to GCC and South-Asia audiences. Platform selection is driven by where the brand’s actual audience spends time, not by industry-default assumptions.
- 02 Do you do influencer programmes from within social?
- Influencer is a separate practice line — see Influencer & Partnerships. We integrate where it makes sense; we do not bundle influencer fees into the social retainer.
- 03 How is community management staffed?
- Named community managers per client, dedicated rather than rotated. The community team is briefed weekly on the brand voice and reviewed against documented response standards.
- 04 How quickly can you stand up a new social practice?
- Three weeks from engagement to launch-day operating: channels set up, calendar built, community operating model documented, first month of content produced and approved.
- 05 Do you run paid social as part of this?
- Yes — on the same accountability line as organic. Where the client wants paid handled by a separate Performance Marketing mandate, we coordinate but do not own the spend.
- 06 How are the channels handed back to the client?
- Always. Channel ownership stays with the client throughout. We have access; we do not own. The documented playbook at handover is the same one we operate from, so the brand’s team can continue without disruption.
Begin
Send a brief about this work.
Written, considered replies within two working days. Initial conversations off-record, no fee, no commitment.
Enquire