Start with the plan
Set the audience, goals and channels before you make posts. Decide who approves the work and what success means. A clear plan helps your team spend time on the right work.
Make, publish and respond
Production turns ideas into videos, images and words. Publishing puts them on the chosen channels. Community management covers replies and comments. Agree who handles complaints or questions that need your staff.
Learn from the results
Review reach, engagement and the actions that matter to your goal. Use the report to choose what to keep, change or stop. A report needs a next step, not just a list of charts.
Check what is outside the scope
Ask about filming, travel, extra edits and creator fees. Set approval times and ownership of each account. Our agency works on organic social. Paid ads and ad spend are outside that service. Ask for a written scope and confirm GST treatment.
Step by step: set up the working process
First, collect your brand context, product facts and the questions customers ask your staff. Next, agree the audience and the job each channel must do. Name who writes, films, edits and checks each piece. Set an approval route that reaches someone who can check product details. Then agree how approved files become posts. Give the publishing owner the right account access rather than sharing passwords in a brief. Keep a record of final captions and files so everyone uses the same version. Finally, agree how urgent requests reach the team without losing the planned work.
Worked example: Pizza Hut
Pizza Hut NZ needed to reach younger Kiwis. The published case describes taking over TikTok and building content across Instagram, Facebook and YouTube. The team made recurring series, including Honk for Pizza, and built Leigh into the on-camera Pizza Hut Guy. The work included reviewing what people watched and making more of the ideas that worked. The case reports 107 million views across four channels from February 2025 to October 2026. It shows how ideas, filming and review connect over time, rather than ending when a video file is delivered.
Scope checklist: name the owners
Check that your scope names an owner for strategy, content, publishing, comments, messages and reporting. Ask which tasks need your staff and what information they must supply. Confirm whether shoots, travel, creator costs and extra changes are included. Keep a route for complaints that need a service expert. Decide who can approve a reply when the usual contact is away. These details help the work move without relying on a founder's spare time. A list of posts is only part of the scope; the work around those posts also needs time and clear ownership.
Turn audience feedback into useful briefs
Read comments for patterns rather than treating them only as tasks to close. A repeated question can show where the next video needs a clearer explanation. A useful product story can come from the people who answer customers every day. Bring those notes to the content review and compare them with account results. Our services page describes community work as connected to the content team. Use that link to choose what the next brief needs to answer. Keep factual checks with someone who knows the product, so a useful idea does not turn into an unproven claim.