Role
Social media
How quickly do you find out that something is going wrong under one of your posts? Spontaneity is required here and rationed at the same time - every reaction has to be immediate and approved.
Intro call
Four questions we would start with
How quickly do you find out about a comment that needs a response?
If it is at the morning review, an unfavourable thread has had all night. On social media the response time is part of the answer, whatever the answer says.
Who approves the posts?
If it is one person and they are not always available, publishing depends on their calendar. Across five channels that means the best moment is regularly lost.
What do you drop first when time runs short?
Usually replying to comments - the only part of social media that is genuinely social. What is left is publishing, which without the other is a noticeboard.
How many times a week do you publish something produced the day before in a hurry?
Haste shows immediately in this channel. Not in errors, but in the post saying nothing - because it was made to fill a slot in the calendar.
We take over the production and the listening, you keep the voice
Planning, preparing post variants, listening and organising the comments can be taken off the desk. The reply in a heated thread and the decision how to react to a situation stay with a person.
- Comments are not answered by an automation. - Never. The system organises the threads, flags the urgent ones and supplies context - but a person stands behind the reply.
- Listening has to tell signal from noise. - A mention of the brand in a neutral context is a statistic; a mention from an unhappy client with reach is a matter for today.
- Approval speeds up, it does not disappear. - Ready variants wait approved in advance, so publishing does not wait for somebody's availability at a given hour.
Scope
What can be taken off social media work
Nineteen example tasks. Each one has a human approval point. Below is a selection, and the scope we fit to your process.
Plan and calendar
- A publication calendar with the recurring formats marked
- Pointing out gaps and overloads in the plan for the coming weeks
- A summary of the topics that worked before
- A reminder about dates and events that matter in the industry
- The list of material needed to prepare a publication
Producing posts
- Post variants from one source piece (approved by: the specialist)
- Fitting the length and the form to each channel
- Proposed opening sentences, on which it depends whether anyone reads the rest
- Alternative text for the graphics
- Checking it against the brand language rules
Moderation and replies
- Collecting comments and messages from the channels into one place
- Marking threads needing a fast response (answered by: a person)
- Context: whether this person has written before and about what
- Detecting a repeating question - material for a post of its own
- Passing a matter to customer service when the thread is a service case
Listening and reporting
- Monitoring brand mentions with their reach and tone (judgement of weight: the specialist)
- An alert when the number of mentions rises unusually
- A reach and engagement report in a fixed form
- A summary of which formats work in which channel
A day's work
Today
- You start the day clicking through five channels looking for new comments
- A post is produced separately for each channel, usually at the last moment
- Approval waits for one person, and the best moment to publish is lost
- You learn about an unfavourable thread when somebody in the company sees it
- You answer a repeating question for the twentieth time
- You assemble the report by hand from each channel's panel
With AI assistance
- The comments and messages wait in one place, the urgent ones flagged
- The channel variants are produced together, you approve them
- Approval happens in advance, and publishing lands at the right moment
- An unusual rise in mentions reports itself before it becomes a story
- You see a repeating question as a pattern rather than as a single comment
- The report is ready, you add what follows from it
- Response time
a comment does not wait until the next day
threads from the channels land in one place with urgency marked
- Approval that keeps up
speed stops competing with sign-off
ready variants are approved in advance
- Regularity
the calendar does not depend on one good run
producing variants stops being the bottleneck
- Resilience in a crisis
an unfavourable thread is noticed early
listening tells an unusual rise from everyday noise
We start with moderation, not with producing content.
- Step 1
One place for every thread
Comments and messages from every channel in one inbox. That change alone shortens response time, before anything is automated.
- Step 2
Marking urgency
We establish what is urgent in your case - usually a complaint, a price question and a thread with reach. The rules come from your own threads from the last quarter.
- Step 3
Producing variants
Only now. It needs the brand language rules written down and a working approval process.
- Step 4
Listening
Last, because it needs thresholds - and thresholds need history. Listening switched on in the first week generates mostly noise and puts people off.
Common questions
Questions that come up at the first meeting
One person runs our social media alongside other duties. Who will maintain this?
That is the right question and the answer has to be modest: if maintaining it needs a second post, the project makes no sense at your scale. That is why we start with one channel and with the things that need no configuration - the calendar and the format variants. Only when that person sees they are getting time back do we discuss anything more. Replies to comments we do not hand to a machine in any variant.
Who is accountable for a slip in a heated thread?
The person who wrote the reply - because only a person writes it. In a crisis the system has one job: to notice it fast and supply the context. A set of prepared positions is written beforehand and approved calmly rather than in the middle of it.
Does this fall under the AI Act?
Running social media is not a high-risk use. What does matter is the transparency obligation: if you ever introduce automatic replies, the recipient has to know they are writing to an automation. In our approach that problem does not arise.
Still have a question that is not here? Book a call
Next step
How long does a comment posted on a Friday afternoon wait?
We will show you what running the channels looks like when the threads land in one place and production stops competing with conversation.