Most social accounts are managed in the sense that something gets posted. That is not the same as being run, and the difference shows up not in how the feed looks but in how many conversations it starts.
The plan comes before the calendar
A content calendar that starts with "Sunday: motivational quote" is filling space. A real plan answers four questions before anyone designs anything: who are we talking to this month, what are we offering them, which angles are we testing, and how will we know if it worked.
Ask for that document. If what arrives is a grid of post slots with no offer and no hypothesis, you are buying decoration at a marketing price.
Every post should have a job
| Job | What it looks like | How you know it worked |
|---|---|---|
| Reach | Short video with a hook in the first second | Views from non-followers |
| Trust | Process, team, how the work is really done | Profile visits and saves |
| Proof | A result, a review, a before and after | Messages that mention it |
| Offer | Clear, dated, specific | Conversations started |
A distribution that works in most accounts we run: roughly half selling, a third building trust, the rest experimental. All offer exhausts people; no offer produces nothing.
Rhythm beats volume
Consistency is worth more than quantity, for a mechanical reason: each post is tested against a fresh audience, so a steady cadence produces more tests and a clearer picture of what works. A burst of twenty posts followed by three silent weeks produces noise.
Pick a cadence the people you actually have can sustain all year. The sustainable number is almost always lower than the ambitious one, and the sustainable number is the one that compounds.
Replies are part of the service, not admin
In this market most sales close in the inbox. Our own accounts put a cost on a conversation — 1.13 EGP in e-commerce, 1.36 in food and beverage, 5.68 in premium clinics — and a conversation that waits three hours for an answer is money already spent and handed to a competitor.
Three things fix most of it: saved replies for the five questions you always get, one named owner per shift, and a rule that a price question receives a price rather than "DM us for details" inside a DM.
Production is the hidden line item
Content needs raw material. A monthly phone shoot day at 6,000 EGP typically produces three to five finished videos, which covers most accounts; camera production runs 12,000–30,000 EGP a day when the brand needs it. Accounts without a production line end up recycling the same three images and wondering why performance declines.
One platform, properly
Being everywhere is the most expensive form of being nowhere. Each platform needs its own content shape, its own rhythm and its own replies, and a team spread across four does none of them well.
Start where your buyer already is, run it until it produces a predictable number, and only then add the second. The question that settles it is not where the most people are, but where people buy what you sell at your price.
Reporting that is actually useful
- Conversations started, not impressions.
- Average first response time, measured.
- Which content repeated its result — a format that worked twice is an asset.
- What did not work and what changes next month.
A report containing only good news is a sales document. The most useful monthly report we send usually has a section explaining something that failed and what replaced it.
The two failure modes
Accounts fail in one of two ways, and the fix is different for each. The first is silence: inconsistent posting, long gaps, nothing to test. The second is noise: posting daily with nothing to say, which exhausts the audience and teaches the algorithm that your content is skippable.
Silence is fixed with a rhythm you can sustain. Noise is fixed by giving every post a job and cutting the ones that have none. Most accounts we audit have both problems in different months of the same year.
What the money buys at each level
Our published packages are 18,000, 25,000 and 53,000 EGP a month. The difference is capacity: how many ideas get produced, how fast messages are answered, how many platforms, and whether the analysis is deep enough to justify a person's full attention. Anyone selling you "better management" for more money is selling a feeling — the same team works on every account.
Judging it after ninety days
- Have qualified conversations increased? Not followers — people asking about price or availability.
- Has response time improved?
- Is there a repeatable format? Anything whose result occurred twice is an asset, not luck.
- Does the report explain or decorate?
If none of the four has moved in three months, the problem is not the price. Either the offer is unclear or the channel is not where your customer buys. What our monthly work covers is on the social media page, and if you want an honest read on whether your account is a catalogue or a sales channel, send us the handle.
Quick answers.
01What does social media management cost?
Our published packages are 18,000, 25,000 and 53,000 EGP a month. The difference is production volume, response speed and reporting depth — not a different quality of management.
02How many posts a month do I need?
Volume is the wrong target. Eight considered posts with a defined job outperform thirty filler posts, and a rhythm you can sustain beats a burst followed by silence.
03Does management include replying to messages?
Agree it in writing on day one — either the agency within a defined scope, or your team with saved replies the agency prepares. The worst arrangement is both sides assuming the other is watching.
04How do I know the account is working?
Qualified conversations, response time, whether any content format has repeated its result, and whether the report mentions what failed. Followers are not on that list.
05Should we be on every platform?
No. One platform run properly beats three run badly, and the second platform should only start once the first produces a predictable result.
