# Social Media Marketing Service — Playbook

**Tier scope:** Social Starter ($497/mo) · Social Growth ($997/mo) · Social Pro ($1,997/mo)
**Time budget per month per tier:**
- Starter: ~8-10 person-hours/mo (10 posts, 3 platforms)
- Growth: ~16-20 person-hours/mo (15 posts + 2 reels, 4 platforms, comment mgmt M-F)
- Pro: ~30-36 person-hours/mo (20 posts + 4 reels + 1 long-form, 5 platforms, 7-day comment + DM mgmt)

**Owner:** Offshore team lead
**US reviewer:** Marketing strategist
**Customer-facing SLA:**
- First content calendar within 5 business days of intake complete
- Monthly content calendar delivered by last business day of prior month for customer approval
- Posts scheduled and live per calendar

## Required intake fields

Section A, Section B (brand assets), **Section C-5 (questions 43-48)**. Hard blocks:

- Q43 social handle URLs
- Q44 account access (manager invite to our offshore handle)
- Q45 topics that perform well

## Cadence overview

| Tier | Posts/mo | Reels | Platforms | Community mgmt |
|---|---|---|---|---|
| Starter | 10 | – | FB + IG + GBP | – |
| Growth | 15 | 2 | + X | M-F comments |
| Pro | 20 | 4 + 1 long-form | + LinkedIn | 7-day comments + DMs |

## Step-by-step execution

### Month 1 — Onboarding (first 5 business days)
- **Day 1:** Verify access to all platforms; pull baseline metrics (followers, engagement rate last 30 days) per platform
- **Day 2:** Kickoff with US strategist; build content pillar map (4-5 themes) from Q45; lock posting frequency
- **Day 3:** Build first month's content calendar (spreadsheet view + visual mockups for hero posts)
- **Day 4:** Use ChatGPT-4 for caption variants per post; source/generate visuals (Midjourney for Starter, mix custom + AI for Growth/Pro)
- **Day 5:** US review → share calendar with customer (read-only) → schedule posts in Buffer/Later/Meta Business Suite

### Ongoing monthly cycle
- **Last week of prior month:** Build next month's calendar; share for customer approval
- **Approval Day -3:** Apply customer edits
- **Approval Day 0:** Schedule all posts in scheduler
- **Throughout month:**
  - Growth/Pro: monitor and reply to comments/DMs per tier
  - Pro: monitor trending topics; insert on-the-fly content (3-5 trend posts/mo within the 20)
- **5th biz day of next month:** Deliver monthly report

### Growth tier — extras
- 2 reels/mo (script + shoot or AI-generated b-roll + edit in CapCut)
- 2 custom graphics/mo (Canva or Figma)
- Competitor hashtag monitoring

### Pro tier — extras
- 4 reels + 1 long-form video/mo
- 5 custom graphics + branded templates
- Branded post templates (Figma master file)
- Competitor benchmark in monthly report

## Internal QA checklist (per content calendar, BEFORE flagging for US review)

- [ ] All posts scheduled in the platform (or in scheduler with auto-publish)
- [ ] Content calendar shared with customer (read-only Google Sheet)
- [ ] Visuals brand-aligned (colors, fonts, logo placement)
- [ ] No competitor mentions accidentally; no copyrighted music in reels (use platform's licensed library)
- [ ] Hashtags per post are 5-10 mix of broad + niche (not 30-tag spam)
- [ ] All links use UTM params; GBP posts link to relevant page
- [ ] No customer-facing mention of AI tools
- [ ] Caption tone matches brand voice notes (Q47, intake)

## AI tools used (INTERNAL — never mention to customer)

- ChatGPT-4 or Claude — caption drafts, hook variants, hashtag research
- Midjourney or DALL-E — visuals for AI-generated posts
- Canva or Figma — custom graphics, templates
- CapCut or Descript — reel/video editing
- Buffer / Later / Meta Business Suite — scheduling
- Native platform analytics + Sprout/Hootsuite (if customer has) — reporting

## Common gotchas

- **Customer slow to grant account access** — chase Day 2; if not received by Day 3, escalate
- **Customer's brand voice unclear** — escalate to US lead for direction call; document in Drive
- **GBP posts get rejected** for promotional content — keep posts informational, no excessive CTAs
- **Reels underperform** if dumped without context — Growth/Pro: use trending audio (platform's library) and post during peak hours
- **Customer pushes back on AI imagery** — switch that customer to custom photography or stock-only; note preference in their profile
- **5-day onboarding SLA at risk** — escalate immediately

## Deliverable spec (per spec §5.2)

### Starter — $497/mo
- 10 posts/mo across FB + IG + GBP
- AI-generated or stock visuals
- Monthly content calendar
- Monthly engagement report
- Hashtag research

### Growth — $997/mo
- 15 posts/mo across FB + IG + GBP + X
- 2 reels/mo
- AI + 2 custom graphics/mo
- Monthly calendar + approval workflow
- M-F comment reply
- Monthly report: + reach growth + post analysis
- Hashtag + competitor monitoring

### Pro — $1,997/mo
- 20 posts/mo across FB + IG + GBP + X + LinkedIn
- 4 reels + 1 long-form video/mo
- AI + 5 custom graphics + branded templates
- Monthly calendar + on-the-fly trend insertion
- 7-day comment + DM reply
- Monthly report: + competitor benchmark
- Hashtag + trending tracker

Cross-checked against spec §5.2: matches.