Foundation
- Diagnosis of the channels in operation
- Objectives per period
- Priority audiences per channel
- Editorial positioning: what the brand stands for and how it speaks
- Content pillars
AcquisitionStrategic social media management
Social media has to build perception, not just frequency.
We connect positioning, content, creative direction and analysis to turn social media into a presence that is coherent with the business.
The diagnosis starts with the profile that already exists, and the perception it builds today.
The problem
The profile is active. The brand is still unrecognisable.
Posting every day solves the problem of presence. It does not solve the problem of being remembered for something specific.
What is usually going on
- A visually active profile that could belong to any company in the sector.
- Content with no positioning: attractive, correct and interchangeable.
- A calendar built around generic commemorative dates.
- Posts that have no conversation with what the company sells.
- Dependence on trends that vanish within a fortnight.
- No visual or verbal element recognisable without reading the name.
- Vanity metrics presented as results.
- No narrative that holds from one post to the next.
- Content approved on the personal taste of whoever approves it.
- Continuous production with no analysis correcting it.
What it costs
- Constant investment of time and production with no accumulation of perception.
- An audience that follows the profile and associates the brand with no particular competence.
- Paid media creative starting from zero, with no visual repertoire of its own.
- Difficulty holding price, because nothing in the communication justifies a difference.
Constant presence does not mean relevant presence.
How we think
Social is where positioning becomes visible
The question that drives the work is not "what do we post this week", it is "what does this company want to leave in the mind of someone following it for six months". The first produces a calendar; the second produces recognition.
That changes what gets judged. A post with good reach and no relation to the positioning is an expensive post: it consumed production and added nothing to what the brand stands for. A post with smaller reach that sustains a subject the company wants to own does contribute, even without impressive numbers.
It also changes frequency. Posting less with consistency of message builds more perception than posting daily while changing subject — and costs less production to sustain.
- Consistency beats intensity
- A recognisable editorial system, repeated with discipline, builds memory. Volume without a system builds noise.
- The channel adapts, the message does not
- Format, pace and language change by network. What the company stands for does not change from one to another.
- Analysis before more production
- When performance drops, the first question is what the content stopped saying — not how many posts were missing.
How we do not work
What we do not sell as social media management
These are common ways of buying social media. None of them starts from an objective.
- A number of posts per month as the definition of scope.
- A number of designs as the measure of delivery.
- A number of stories as a sales argument.
- A fixed package that does not change with the objective of the period.
- A calendar built from commemorative dates unrelated to the business.
- Reproducing a trend because another brand did it first.
Scope exists and is recorded — but it follows from what needs building in that period, not from a table of quantities.
Scope
What the management covers
The composition depends on the channels in use, the stage of the brand and what the operation needs to build.
Production
- Calendar built from the pillars
- Copy
- Creative direction
- Design
- Video or motion, when contracted
- Adaptation per channel, respecting each network’s format and behaviour
Operation
- Publishing
- Monitoring of interactions
- Performance analysis by pillar and by format
- A record of learnings that guides the following period
- Continuous editorial evolution
Connection
- Integration with paid media, where there is promotion
- Integration with running campaigns
- Reuse of the visual repertoire across the other areas
Video and motion enter when contracted and when there is real production capacity — they do not appear as a proposal item only to become an exception later.
When it fits
When this management is the right step
This is advisory work with depth. It pays off when brand perception carries weight in the buying decision.
- When the brand needs to be recognised for something specific, not merely remembered.
- When social media takes part in your audience’s buying decision.
- When social content has to talk to paid media, inbound and campaigns.
- When there is defined positioning that does not yet show up in the communication.
- When the company competes in a market where every competitor looks alike.
- When the objective of the period changes and production has to follow.
Limits
When social media alone does not solve it
Perception is one part of the commercial problem. It is rarely the only one.
- When the immediate need is a volume of qualified opportunities.
- When the target audience decides through search, referral or direct commercial relationships.
- When there is no destination: a strong profile leading to a website that cannot hold it.
- When positioning has not been defined yet — social exposes it, it does not create it.
- When there is no willingness to sustain consistency for long enough.
When the bottleneck is volume, paid media comes alongside. When it is positioning, strategy comes first.
Process
How the work happens
One cycle per period: decide what to build, produce, observe and correct.
Diagnosis
A read of the channels, the posting history, what performed, and the perception the whole builds today.
Editorial system
Editorial positioning, pillars, language, visual references, and what sets this brand apart from competitors on the same network.
Period plan
Objective for the period, distribution across pillars, formats and adaptation per channel.
Production and publishing
Copy, creative direction, design, approval and publishing at the agreed rhythm.
Analysis and evolution
Performance read by pillar and by format, with decisions about what to reinforce and what to drop next period.
What depends on you
- Approvals at a pace that matches the agreed calendar.
- Access to your own material: behind the scenes, team, product, site, service. That is what genuinely differentiates.
- Answers to interactions that need internal knowledge — price, lead time, availability.
- Consistency. An editorial system built over three months and then interrupted leaves no perception.
Indicators
What we track
Indicators change with the objective of the period. What does not change is that followers are not the main one.
- Qualified reach
- How much of the reach lands on the audience that matters to the business.
- Profile visits
- Whether the content prompts interest in knowing the company.
- Traffic
- How much of the social audience reaches the site and what follows.
- Shares
- Whether someone found it good enough to attach their own name to it.
- Saves
- Whether the content has reference value, not only consumption value.
- Replies
- Whether there is a conversation, and not just an audience.
- Clicks
- Whether the calls to action are working.
- Leads
- Contacts originating directly from the social channel.
- Assisted conversions
- Deals where the social channel took part along the way.
- Relevant community growth
- Whether new followers relate to the business.
- Brand consistency
- Whether the period as a whole sustains the same positioning.
Follower count is tracked as context, never as proof of success: it is the easiest indicator to inflate and the least connected to results.
Questions
Frequently asked questions about social media
How many posts per month are included?
The quantity follows from the objective of the period and the channels in operation, and is recorded in the scope before work starts. What we do not do is define the work by quantity: that pushes production towards volume and away from what needs building.
What is the difference between Arte com Pimenta and Forja?
Forja runs social media on a recurring, objective and standardised basis — essential execution, well organised. Arte com Pimenta works with greater strategic depth: editorial positioning, integration with paid media, inbound, SEO, design and data, advisory follow-up and evolution based on analysis. They are different structures for different needs.
Do you cover every network?
We cover the networks where the company’s audience actually is. Keeping a presence on a network with no matching audience consumes production and builds nothing — that assessment comes from the diagnosis.
Are video and motion included?
When contracted. We do not include in scope what would later become an exception: what goes in is recorded before work starts, with the matching production capacity.
Do you promote the posts?
Promotion is paid media and is treated as such — with an objective, an audience and measurement. Where it exists, social content and media are planned together, not one as the leftover of the other.
Do you follow trends?
When the trend speaks to the positioning, yes. When it is only the format of the moment, no: reproducing trends is the fastest way for a profile to end up looking like everyone else’s.
Before increasing frequency, it helps to define what needs building.
The social media diagnosis assesses the channels in operation, the perception they build today, and the distance between that and the company’s positioning.
No proposal is sent before the diagnosis conversation.