Social Media Playbook
Template
A repeatable framework for launching and managing social media programs. Designed for handoff, scale, and consistency.
Sprint Structure (4-Week Cycle)
Week 1
Strategy & Setup
Brand voice alignment, platform audit, content pillar definition, hashtag research, posting cadence lock.
Week 2
Content Production
Batch creation. Photo/video asset pull, copywriting, graphic design, internal review. All content staged.
Week 3
Client Review
Full sprint shared for approval. Revision window (48 hours). Final scheduling and boost targeting confirmed.
Week 4
Live & Engage
Posts go live. Daily community management. Engagement monitoring and real-time adjustments.
Ongoing
Monthly Retrospective
Performance analysis against KPIs. Content breakdown. Recommendations for next sprint.
Ad Hoc
Reactive Content
Event recaps, time-sensitive opportunities. Same-day turnaround with pre-approved guardrails.
Brand Voice Framework
Voice Attributes
- Confident but approachable (not salesy)
- Knowledgeable without being technical
- Aspirational but grounded in specifics
- Warm, community-oriented, locally aware
- Consistent across platforms with tone shifts
Content Pillars
- Product / Project Updates (30%)
- Lifestyle / Neighborhood (25%)
- Behind the Scenes / Process (20%)
- Social Proof / Testimonials (15%)
- Community / Events (10%)
Do
- Use active language with clear CTAs
- Show real people and real spaces
- Tag partners, locations, collaborators
- Respond to comments within 4 hours
- Use platform-native features
Don't
- Use generic stock photography
- Post without a hook in the first line
- Ignore DMs or tag requests
- Cross-post identical content
- Use hashtags that don't match audience
Success Metrics (Monthly Targets)
12-16
In-feed posts/month
20-30
Stories/month
3-5%
Engagement rate
48hr
Max response time
Content Approval Workflow
01
Brief
02
Draft
03
Internal QC
04
Client Review
05
Schedule