A social presence that works every day
Being present on social media means more than publishing content. It means maintaining a recognisable relationship with your audiences over time through editorial choices, channel management and the ability to respond to events.
We manage content, publishing and interactions on an ongoing basis, connecting day-to-day work with the organisation’s objectives and the role assigned to each platform. We build an operating process that makes it possible to plan, approve, publish and learn from results without losing consistency.
The service can complement an internal team or cover management of the agreed channels, with responsibilities, availability and processes defined together.
Turn objectives into an editorial plan
We start with the existing strategy or define the priorities needed to make the social presence operational. We identify audiences, themes, tone of voice, formats and content selection criteria, distinguishing the contribution of different channels.
The editorial plan brings together scheduled events, narrative continuity and room for topical content. We develop copy and visual content consistent with the brand’s identity, adapting them to the language of each platform. We do not automatically replicate the same content everywhere: format, pace and level of detail need to make sense for the context and the people using it.
Give publishing and interactions a clear process
Reliable management requires a shared process. We define contacts, approval workflows, schedules and arrangements for gathering internal information, reducing unnecessary steps and clarifying responsibilities. Scheduling is supported by checks on content and publication.
For community management, we agree principles for responses, moderation and handling reports. We distinguish routine interactions from cases that need to be referred to other contacts, such as customer service, human resources or crisis communication. Coverage hours and response times are established within the scope of the service.
Understand what works beyond follower counts
We measure the social presence against agreed objectives, distinguishing distribution, interaction quality, interest in content and observable actions. Figures and comparisons are interpreted in context, considering the platform, period, audiences and activities actually carried out.
Reports inform decisions about which themes to develop, which formats to revise and where to focus resources. Where paid campaigns are included, their objectives, budgets and responsibilities are defined separately and coordinated with organic activity. We do not promise guaranteed numbers of followers, reach or commercial enquiries.
When Social Media Management needs a structured approach
The service is useful when a social presence requires more continuity and coordination than occasional interventions can provide. It can support an established project or the implementation of a new strategy, defining a scope the organisation can sustain. Common needs include the following.
- Bring continuity to channels and move beyond predominantly occasional publishing.
- Make messages, tone of voice and visual identity recognisable.
- Connect information from internal teams with editorial opportunities.
- Handle comments, messages and reports with clear principles and responsibilities.
- Use data and results to update the work plan.
How we organise channel management
-
01
Set up
We analyse existing channels, audiences, content and available resources. We agree objectives, platforms to be managed, responsibilities and indicators, checking access arrangements and workflows. If a strategic direction is missing, we first establish the choices needed to guide management.
-
02
Plan and produce
We build the editorial calendar and prepare content within the agreed scope. We organise information gathering, review and approval with the relevant contacts, balancing quality, brand consistency and realistic production timelines.
-
03
Publish and manage
We handle scheduling, publishing and interactions on the agreed channels and during the agreed hours. We apply shared moderation and response principles and refer enquiries requiring specific assessments, information or authorisation to the appropriate contacts.
-
04
Measure and update
We analyse content and channel performance at agreed intervals. We share findings, data limitations and practical recommendations, updating themes, formats and priorities. Evaluation becomes part of subsequent planning, rather than simply a collection of metrics.
Tools and responsibilities for ongoing management
The work may include editorial guidelines, a calendar, written and visual content, scheduling, community management and periodic reports with recommendations. We define which activities are carried out by Smartitaly and which remain with the internal team, including any production suppliers.
A sound management system makes work visible, supports coordination and allows the social presence to adapt without starting again each time. Its value lies in a consistent process that connects objectives, content, relationships and learning.
Related services
We define the role of social media in communication strategy, developing positioning, editorial presence, formats, and models for engaging with communities.
Learn moreWe design editorial and content ecosystems, defining narrative areas, topics, formats, publishing frequency, channels, and production models aligned with objectives, audiences, positioning, and ways of engaging with different audiences.
Learn moreWe analyze conversations, content, and social media dynamics to understand perceptions, emerging topics, key players, and relevant signals.
Learn moreCONTACT
Let's talk about your project
Tell us about your goals, context and priorities. We will get in touch to explore how we can help.