Social
Social as distribution,not a mood board.
A point of view, a cadence a small team can keep, and paid only behind the posts that already work.
18
Trial signups a month, one fitness group
2 channels
Typical cap, unless the buyer is clearly elsewhere
The short answer
What social means here.
We treat social as a way to repeat an offer and show proof where your buyers already scroll. Attention is not the KPI. On one fitness studio group, trial signups from organic Instagram plus a small boost averaged 18 a month after the creative became the trial, not a quote card. Follower count was not in the report.
Figures are medians or ranges from Quorum engagements. They describe what we have seen on work we ran. They are not a promise of the same result.
Who it is for
Who it is for.
Local and consumer brands where the buyer discovers you socially and then books or buys. B2B companies with a practitioner willing to say something specific in public. Recruiting-heavy teams are a separate conversation and only if the same person can keep the cadence.
A poor fit is six networks, daily posts, and a KPI of impressions. We will not staff a channel to look busy.
If you need a full in-house social team and a community manager on nights and weekends, say so. That is a hiring plan, not this retainer.
The first editorial decision is what you will not post. Reposts of holidays, generic quotes, and 'team culture' photos with no offer are how accounts look active and produce nothing. We cut those in the first month so the remaining posts have a job: trial, visit, demo, or application.
Paid social at a real budget does not live in this retainer. A few hundred dollars to boost a post that already earned saves is a distribution assist. A prospecting campaign with its own cost target is the paid media engagement, with its own kill rule.
We also need a person at the company who can approve a post in one business day. Social dies in review queues. If legal needs a week, the cadence becomes monthly and the fee should match that, not a fantasy of daily publishing. We would rather post twice a week with a real offer than daily with nothing to say. The report names the action the post was built for, and it drops posts that did not earn one.
What's included
The system.
Position
What you will say that the category does not already say. A short list of claims you can support.
Cadence
Formats and a weekly count you can survive. Batch production. A kill rule for series that nobody saves or clicks.
Paid assist
Boost the posts that already earn saves, shares, or site clicks. A capped budget. This is not a substitute for the paid media practice.
Handoff
Comments and DMs that are actually leads get a path into the CRM or the inbox. The rest are not a vanity 'community' metric.
How it runs
Pick the network, then the offer.
01
Choose
One or two networks based on where the buyer is. Write down the ones we are explicitly not staffing.
02
System
Pillars, formats, and the monthly batch. The first month is usually cutting the archive of posts that say nothing.
03
Publish
Ship on the cadence. Review saves, clicks, and leads. Ignore follower velocity unless it is a recruiting account.
04
Assist
Put a small budget behind winners. Stop spending on posts that only performed because they were boosted into strangers.
Deliverables
Deliverables.
- A channel decision and a point of view in writing.
- A monthly content batch and the published posts.
- A simple report: clicks, leads, and spend on boosts.
- A lead handoff path for DMs and comments.
Timing
Timing.
Month 1
Position, cleanup, and the first batch. Do not judge the channel on 30 days of a new format.
Months 2 to 3
Cadence should feel boring, in a good way. The fitness example took a full quarter before the trial count stabilized.
Engagement
How social is priced.
Ranges are typical for a senior team on a defined scope. Tool licenses are yours. A written scope sets the fee before work starts.
Retainer · $4,000 to $10,000 a month
One or two channels, production, and a light boost budget you pay to the platform directly. Community coverage on nights is not included.
With paid media · Scoped together
If Meta or TikTok spend is real, it belongs in the paid media engagement. Social organic should not be the place a large budget hides.
Questions
Social questions.
Which networks?
Wherever your buyer already pays attention. For local consumer brands that is often Instagram and one more. For B2B it is often LinkedIn, and only if a human will be specific. We do not open TikTok because a competitor did.
Do you guarantee follower growth?
No. Followers are cheap to fake and hard to connect to revenue. We report actions that can become a customer.
Will you be the face of the brand?
No. We can script and edit. The person on camera needs to be someone from the company, or the account should not pretend otherwise.
How is this different from paid social?
Paid social is a media channel with a target cost. This retainer is the organic system plus small boosts. Large always-on spend is quoted under paid media.
Can you manage community and crisis posts?
Business-hours monitoring can be scoped. Crisis response and legal statements stay with you. We will not improvise a public apology at 11 p.m.
Talk through the channels worth staffing.
One conversation. A diagnostic. A plan you can kill if it is not the work.