| Social media audit | Review of current channels, content, engagement, profile setup, audience signals and reporting gaps | Audit report and opportunity summary | Discovery and baseline | Account access, historic reports and business goals |
| Platform strategy | Recommended role for Instagram, TikTok, Facebook, LinkedIn, YouTube Shorts, Pinterest and Google Business Profiles where relevant | Strategy document and platform matrix | Strategy design | Target audience, market and service information |
| Content pillars and themes | Guest journey topics, destination stories, seasonal content, social proof, offers and educational formats | Content framework | Planning | Brand guidelines, approved claims and service details |
| Monthly content calendar | Post topics, formats, captions, publishing dates, campaign tie-ins, approvals and asset needs | Calendar and workflow board | Production and implementation | Offers, events, assets and approver feedback |
| Creative briefs | Visual direction, short-form video notes, image needs, design instructions and platform-specific format guidance | Briefs and asset checklist | Production | Photography, video, brand assets and usage rights |
| Community management playbook | Response rules, tone guidance, moderation scope, escalation contacts and common guest-question templates | Playbook and templates | Setup | Guest policies, booking contacts and service standards |
| Publishing and scheduling setup | Posting cadence, account permissions, tool setup, naming conventions and approval workflow | Tool configuration and operating notes | Setup | Platform permissions and security approvals |
| Campaign support plan | Social campaign objectives, messages, content sequence, tracking needs and paid-social handoff requirements | Campaign plan and launch checklist | Campaign implementation | Offer details, landing page, budget and approval path |
| Performance report | Reach, engagement, clicks, profile actions, response activity, content insights and next recommended actions | Monthly or campaign report | Reporting | Platform data, website analytics and enquiry signals |
| Optimisation backlog | Content tests, timing adjustments, creative improvements, profile updates and workflow recommendations | Prioritised action list | Ongoing support | Review feedback, data access and operational context |