Madam & Sir
Social Media / Content / Art Direction / Web
Design / Social Media & Digital Content
Social Media &
Digital Content
Turn social channels into a consistent, measurable extension of the brand and its communication system.
What this capability does
Social should behave like a system — not a collection of posts.
AJ connects social strategy, platform behaviour, content planning, art direction, community and performance so every touchpoint reinforces the wider brand and communication priorities.
01
Activity without direction
Define audience, role of each platform, content pillars and the communication priorities behind publishing.
02
Inconsistent brand expression
Create a repeatable visual and editorial system that stays recognisable across campaigns and always-on content.
Capabilities
Strategy, creative, community and performance operate as one connected system.
01Social media strategyAudience / Objectives / Role
02Platform strategyChannel / Format / Behaviour
03Content strategy & calendarsPillars / Cadence / Planning
04Creative systemsArt Direction / Templates / Motion
05Campaign developmentConcept / Launch / Rollout
06Paid social creativeTesting / Variants / Conversion
07Community managementResponse / Engagement / Escalation
08Executive communicationsLeadership / Voice / Reputation
09Social listeningSignals / Issues / Opportunity
10Reputation monitoringRisk / Trust / Response
11Analytics & optimisationLearning / Testing / Improvement
12Governance & reportingWorkflow / Approval / Accountability
Social operating model / 05
From direction to continuous learning.
The system is designed to make everyday publishing faster without lowering the quality of the thinking or the brand.
See the full AJ process ↗01
Understand
Clarify audiences, platforms, business context and the role social needs to play.
- Audience
- Channels
- Objectives
02
Define
Set content pillars, platform roles, voice, governance and measurement.
- Pillars
- Voice
- KPIs
03
Create
Develop campaign ideas, content formats and reusable creative systems.
- Concept
- Copy
- Design / Motion
04
Publish & Engage
Schedule, moderate, respond and manage live channel behaviour.
- Publishing
- Community
- Escalation
05
Learn & Optimise
Use performance, sentiment and audience behaviour to improve the next cycle.
- Reporting
- Listening
- Optimisation
Related work
