Go-to-Market department
Social media management, run as an operation
Posting is the easy part. What slips is replying to comments, moderating the ones that shouldn't stay up, passing complaints to support, and knowing which posts actually did anything. Nexoryl runs social media as a managed department: planned, published, moderated and reported, remotely, from your own accounts.
The first button opens an email to info@nexoryl.com.
You bring
- Your social accounts
- Brand voice, assets and footage
- Escalation contacts
Nexoryl runs
- Planning
- Content
- Publishing
- Community replies
- Moderation
- Reporting
You get
- A consistent presence on each platform
- Comments answered within agreed hours
- Reports tied to business goals
- Operating model
- A managed department with a content calendar, response rules and a weekly review. Not a scheduler who posts and logs off.
- Delivery model
- Remote. Publishing, inbox management and reporting run through your social accounts and the tools you already use.
- Usual starting scope
- Two or three platforms, a monthly calendar, and community management during agreed hours.
- Typical roles
- A social media lead, a content and community specialist, and design support for social formats.
- Runs inside
- Native platform tools, plus a scheduler such as Hootsuite, Sprout Social or Buffer if you use one.
- Engagement
- A pilot month on one or two platforms, then a monthly retainer.
Overview
What is social media management?
Social media management is the ongoing planning, publishing, community management, moderation and measurement of a brand's presence on social platforms.
It decides what gets posted and when, how comments and messages are answered, what gets hidden or escalated, and which content actually reaches and moves the people you care about. The publishing is visible; the replying, moderating and reporting behind it is what usually goes missing.
Nexoryl model
What does Nexoryl's Social Media department do?
It runs your organic social presence day to day: a planned calendar, content made for each platform's formats, replies and moderation within agreed hours, and reporting tied to outcomes you care about.
Paid social campaigns sit with Paid Media and long-form editorial with Content. Social Media works from the same plan as both, so the brand doesn't say three different things in one week.
- Responsible for
- Content calendars, platform-native posts, scheduling, community management, moderation, escalation, social listening and reporting.
- Not included
- Paid social advertising, influencer contracts, and in-person event coverage or photo shoots.
- Connects to
- Content, Paid Media, Customer Support and Marketing.
Where it breaks down
Where social presence usually slips.
Most brands don't have a posting problem. They have a responding, moderating and measuring problem.
Comments left unanswered
- Shows up as
- Questions under posts sit for days, and the same complaint gets asked publicly three times.
- We look at
- Response times, inbox coverage and who currently owns replies.
- What changes
- Agreed coverage hours, written response rules and a named owner for every channel.
No moderation rules
- Shows up as
- Spam, abuse or misinformation stays up because nobody knows whether they're allowed to remove it.
- We look at
- Platform settings, past incidents and where your brand draws the line between criticism and abuse.
- What changes
- A written moderation policy: what to reply to, hide, report or escalate.
Support issues handled in public
- Shows up as
- Order problems and account issues argued out in comment threads.
- We look at
- How social enquiries currently reach your support team, if they reach it at all.
- What changes
- A public reply that moves the conversation private, then a handoff with context to your support team.
Reports that count likes
- Shows up as
- Monthly decks full of follower growth and impressions, with no link to traffic, leads or sales.
- We look at
- What social is actually expected to do for the business, platform by platform.
- What changes
- Reporting built around the goal agreed for each platform.
What the department covers
Social media services, from plan to report.
Each platform gets a job. LinkedIn rarely does the same work for a business as Instagram or TikTok.
Strategy and planning
What each platform is for, who it reaches and how often to post.
- Platform roles and goals
- Content pillars and themes
- Monthly content calendars
- Campaign and launch planning
Content production
Posts made for the format, not cross-posted unchanged.
- Captions and copy
- Carousels and static graphics
- Short-form edits from your footage
- Repurposed blog and webinar content
Publishing
Scheduled, checked and posted at the right time for each audience.
- Scheduling and approvals
- Platform-native formatting
- Link and tracking parameter checks
- Publishing logs
Community management
Replies that sound like your brand, within agreed hours.
- Comment and direct message replies
- Saved responses for common questions
- Proactive engagement
- Tone of voice guidelines
Moderation and escalation
Clear rules for what stays, what goes and who needs to know.
- Spam and abuse moderation
- Complaint escalation
- Crisis flagging
- Handoffs to support and PR
Listening and reporting
What people say about you, and what your posts actually did.
- Brand and keyword monitoring
- Competitor tracking
- Monthly performance reports
- Content performance insights
How remote delivery works
How a social media engagement runs.
The rules come before the posting. Agreeing them first is what lets the team reply quickly later.
Step 1: Audit and access
Access is shared through each platform's business tools. We review recent posts, replies, response times and results.
Step 2: Rules and voice
Tone of voice, moderation policy, escalation contacts and approval steps are written down and agreed.
Step 3: Calendar
A monthly plan per platform, approved by you before anything is scheduled.
Step 4: Publish and respond
Posts go out on schedule. Comments and messages are handled within the agreed coverage hours.
Step 5: Escalate
Service issues go to your support team or Customer Support; anything sensitive goes to your named contact straight away.
Step 6: Report and refine
A monthly report against each platform's goal, with next month's plan adjusted on what worked.
Coverage hours are agreed in writing. Weekend or out-of-hours monitoring is scoped explicitly if you need it, never assumed.
Scope and boundaries
What's included, and what stays with you.
Social media touches marketing, support and PR. The boundary keeps each of them clear about who acts.
Included
- Content calendars and planning
- Platform-native posts and captions
- Graphics and edits from your assets and footage
- Scheduling and publishing
- Community management within agreed hours
- Moderation, escalation and monthly reporting
Not included
- Paid social advertising, handled by Paid Media
- On-location filming, photo shoots or event coverage
- Influencer sourcing and contracts
- Legal or PR decisions in a crisis: we flag, your team decides
- Round-the-clock monitoring unless specifically scoped
What you provide
- Admin access through business manager tools
- Brand guidelines, assets and footage
- Approval contacts and turnaround times
- Escalation contacts for complaints and crises
Tools and platforms
Where the work happens.
We work in your accounts and your scheduler. If you don't have a scheduler, we'll recommend one before buying anything.
- Platforms
- LinkedInInstagramFacebookTikTokXYouTubePinterest
- Publishing
- Meta Business SuiteHootsuiteSprout SocialBufferLater
- Design
- CanvaAdobe ExpressFigma
- Listening
- Native analyticsYour listening tool, if you have one
Named as examples of tools we work in. They don't imply a partnership or certification.
Measurement
How a social media department is measured.
Each platform gets its own goal, so the measures that matter differ by channel.
Reach and audience
- Reach and impressions by platform
- Growth in target audiences
- Share of voice where tracked
Engagement
- Engagement rate per post
- Saves, shares and comments
- Performance by content format
Responsiveness
- Median response time
- Messages resolved or escalated
- Moderation actions logged
Business outcomes
- Social referral traffic
- Leads or sales from tracked links
- Assisted conversions
These are measurement categories, not promised figures.
Who does the work
The people running your channels.
Sized to the number of platforms and the volume of comments and messages you receive.
Social Media Lead
Owns the strategy, the calendar, approvals and monthly reporting.
Content and Community Specialist
Writes posts, replies to comments and messages, and applies the moderation policy.
Designer
Produces graphics and short edits in each platform's formats from your brand assets.
A good fit when
- You post regularly but nobody answers comments consistently
- Complaints appear publicly with no clear handoff to support
- Each platform is run by a different person with no shared plan
- Reporting stops at likes and followers
Probably not the right fit when
- You want viral growth guaranteed
- You need photographers or videographers on site
- You need round-the-clock crisis cover without a scoped arrangement
Ways to start
Three ways to begin.
A pilot month on one or two platforms is the usual first step, so you can judge the work before expanding it.
Social media audit
Accounts, content, response times and moderation reviewed, with a plan for the first three months.
Pilot month
One or two platforms run for a month against agreed goals before anything expands.
Managed department
Ongoing planning, publishing, community management and reporting on a monthly retainer.
Fees depend on platforms, posting volume and coverage hours, and are agreed after the audit.
Questions
Questions about social media management.
If your question isn't here, email us. Most answers depend on your platforms and message volume.
What's included in social media management?
Planning, platform-native content, scheduling, community management, moderation, escalation and reporting. Paid social campaigns are handled separately by Paid Media.
Which social platforms do you manage?
LinkedIn, Instagram, Facebook, TikTok, X, YouTube and Pinterest, scoped to where your audience actually is. Most engagements start with two or three.
Do you reply to comments and direct messages?
Yes, within coverage hours agreed in writing, using response rules and saved answers you've approved.
What happens when a customer complains on social media?
We reply publicly where that's appropriate, move the conversation to a private channel, and pass it to your support team or Customer Support with the context. Sensitive issues go to your named contact straight away.
Do you create the content, or do we supply it?
Either works. We write the copy and produce graphics and short edits from your brand assets and footage. On-site filming and photography aren't included.
Can social media be managed remotely?
Yes. Publishing, inbox management and reporting all happen through platform business tools and schedulers, under access you control.
Do you offer 24/7 social media monitoring?
Only when it's specifically scoped. Coverage hours are agreed in writing so there's no assumption about out-of-hours cover.
Who approves posts before they go out?
You do, through an approval step that fits your turnaround times. Once the voice is settled, many clients approve the monthly calendar rather than every post.
How do you report on social media performance?
Monthly, against the goal set for each platform: reach and engagement where awareness is the job, tracked traffic, leads or sales where it isn't.
Next step
Make someone responsible for your social channels.
Tell us which platforms you're on and where things are slipping. We'll start with an audit and a plan for the first month.