Social media

Social reaches people who were not looking for you, which makes it a different job to search. Nobody scrolling has decided to buy anything, so the material has to be worth the interruption — which in practice means real photographs of real work rather than stock images and announcements. It suits businesses whose customers decide slowly, and work whose result is visible enough to be worth showing. Posting and paid promotion do different halves of it: one builds the account over time, the other buys reach in a particular area now.

• Social platforms
• Paid campaigns
• Content calendar