Social Media Architecture
Strategy and content curation for brands that intend to set the direction of their category rather than react to it.
The problem
Posting is not presence
The brief is almost always a number: five posts a week, three stories a day, a reel on Thursday. It is easy to agree to, easy to invoice, and easy to deliver — which is precisely why it is the wrong brief.
An account that posts daily and says nothing teaches its audience to scroll past. The algorithm notices before you do, and the followers it does attract are rarely the ones the business wanted.
Direction
A grid with a point of view
- What is shown
- And, more decisively, what is never shown. The two rules together are what make a brand recognisable in a feed at a glance.
- Voice
- Captions in the same register as the site and the people who answer the phone. If the brand is quiet, the account is quiet.
- Format discipline
- Stories, short video and grid treated as different rooms rather than three places to put the same asset.
The calendar
Planned around what is worth saying
A season mapped in advance around the things that genuinely merit an audience — a launch, a process, a collaboration, a piece of work finished. Not filled to satisfy a schedule.
It sits against the commercial calendar too, so the quiet quarter is being seeded while the loud one is still selling itself.
Community
Where reputation is actually built
Replies that sound like the brand and arrive the same day. Most of a company's reputation online is built in direct messages nobody else ever sees.
Back to the discipline
Digital Performance
Initiate the blueprint
Tell us what you are building.
The stack, the timeline, the thing that is currently in the way. We reply to every briefing within two working days.