Social Media Management
Social media management is the ongoing work of planning, creating, publishing, and monitoring content across social platforms. TwoRoads Strategy handles all of it — strategy, calendar, writing, design, scheduling, and community management — for organizations that would rather have their story told well than post more often.
How Story-led Social Differs
Most social management produces filler — quotes on gradients, holiday graphics, reposted industry news. It fills a calendar and moves nothing. We build the month around a small number of real stories: a customer you helped, a decision you made, a thing you learned the hard way. Everything else supports those. Fewer posts, more of them worth reading.
What is Included Every Month
A content calendar built a month ahead and approved by you. Original copy for each post. Graphics and short-form video edited to platform specs. Scheduling and publishing. Community management, meaning we reply to comments and route real inquiries to you. And a monthly report that says what worked, what did not, and what we are changing.
You get a named person who knows your organization, not a rotating queue, and nothing publishes without your approval.
Which Platforms Are Worth Your Time?
Rarely all of them. LinkedIn earns its place for B2B, recruiting, and founder-led visibility. Instagram and Facebook still carry local service businesses and nonprofit communities. YouTube is underrated as a search engine. TikTok matters if your audience is there and you can commit to volume. We would rather run two channels properly than six badly, and we will tell you which two.
Who This Works For
Nonprofits building a donor and volunteer base. Trades and home services companies recruiting in a tight labor market. Founder-led businesses where the owner is the most interesting asset and the least available person. B2B firms whose expertise is genuinely deep and completely invisible.
Frequently asked questions
What do your social media management engagements look like?
Social media management fees scale with the number of platforms managed, posting frequency, and how much original photography, video, and design is produced rather than sourced. We quote a fixed monthly rate after reviewing your current channels, goals, and audience.
Which social media platforms should my organization be on?
The answer depends on your goals, message, audience, and budget. LinkedIn suits B2B, recruiting, and founder visibility. Instagram and Facebook work well for local service businesses and nonprofit communities. YouTube functions as a search engine. We recommend focusing on where your specific audience already is.
Do you create the content or do we have to supply it?
We create it. Copy, graphics, and short-form video editing are all included. We do need access to your people and your work — a monthly call, occasional photos from the field, and the ability to interview someone when a story is worth telling properly.