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 exactly why it is the wrong brief.
An account that posts daily and says nothing teaches its audience to scroll past. The algorithm notices that before you do, and quietly stops showing the account to the people most likely to buy. Meanwhile the followers volume does attract are rarely the ones the business wanted.
Run it as an edit instead. Decide 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. Plan the season around things that genuinely merit an audience: a launch, a process, a collaboration, work finished. Leave the weeks where nothing happened alone.
And answer the messages. Most of a company's reputation online is built in direct messages nobody else ever sees, by whoever happens to be holding the phone.
The service behind it
Social Media Architecture
Strategy and content curation for brands that intend to set the direction of their category rather than react to it.