Social Media Manager: Engagement That Drives Revenue, Not Just Likes
Social media that tracks to business results: engagement leads to website visits, visits lead to calls, calls lead to booked jobs. We focus on platforms where your target customers actually are. We measure what matters: leads generated, not follower count. Built on 17+ years managing social presence for 500+ local service businesses.
The Problem: Social Media That Looks Busy But Generates Zero Business
You're Posting Everywhere But Getting Zero Calls
Facebook, Instagram, Twitter, LinkedIn, TikTok, Pinterest. You're spread so thin that nothing gets done well. Generic posts. Sporadic engagement. No strategy. No tracking. And most critically: zero inquiries. You're invisible on platforms that actually matter for your business.
Great Engagement, But Nobody Actually Books
You've got followers. People like your posts. Comments rolling in. But when you look at your phone, it's not ringing. Your DMs are filled with "love this!" but zero "how much do you charge?" Something's broken between engagement and conversion.
You Miss Inquiries Because Response Time Is Slow
Someone comments asking about pricing at 10 AM. You respond at 5 PM. They already called your competitor. Or worse: someone leaves a negative comment and you don't see it for 3 days. Now it's sitting there, visible to everyone, hurting your reputation.
The Real Cost
Social media for local businesses isn't about follower count or likes. It's about generating qualified leads and building trust in your service area. Most agencies chase vanity metrics. They show you pretty charts of "engagement rates" while your phone sits silent.
You need a social media strategy that prioritizes the right platforms, responds fast to inquiries, converts DM conversations into phone calls, and tracks social engagement → leads → revenue.
The Solution: Strategic Social Media That Drives Real Business Results
Platform Prioritization: Focus Where Your Customers Are
Not every platform deserves your time. For local service businesses, Google Business Profile, Facebook, and Instagram matter most. YouTube builds trust through educational content. LinkedIn if you're B2B. TikTok if you're targeting under 35.
We analyze your target customer demographics and competitive landscape to prioritize 2-3 platforms where you can dominate. Better to own Facebook and Instagram than be mediocre on 8 platforms.
Strategy: Master 2-3 platforms → Generate consistent leads → Expand only when performance justifies it
Community Management: Turn Comments Into Customers
Every comment asking about services is a potential customer. Every DM inquiry is a qualified lead. But only if you respond fast. We aim for under 4-hour response time. Questions get answered publicly when helpful, then moved to DMs to capture contact info.
Negative comments get the 6-step protocol: acknowledge within 1 hour, apologize, offer to resolve, move offline to phone, resolve the issue, follow up publicly with resolution. People watching see you care, which builds trust.
DM to phone pipeline: Answer inquiry → Qualify lead → Get phone number → Move to call → Book appointment → Log in CRM
Local Social Optimization
Every post gets geo-tagged with specific location. Minimum 5-10 local hashtags per post targeting your service area. We feature recognizable local landmarks, neighborhood names, and community events. We engage with local businesses and area influencers to build community presence.
Locality Oversight Agent validates every piece for cultural fit, local references, and service area clarity. Zero generic content that could apply anywhere. Your social presence feels authentically local.
Example: Instagram post featuring work done "near the Capitol building in downtown Phoenix" with #PhoenixPlumber #DowntownPhoenix #PHXSmallBusiness
Performance Tracking: Measure What Matters
We track business metrics first: website clicks from social, DM inquiries (qualified leads), phone calls from posts/profile, form submissions attributed to social, revenue from social leads, and cost per lead (time invested divided by leads generated).
Monthly analysis identifies top-performing content, which platforms drive most ROI, and strategy adjustments based on data. We rank platforms by lead generation and double down on what's working.
Ignore: Follower count, likes, impressions alone. Track: Leads generated, conversion rate, revenue attributed to social
Core Capabilities
Cross-Platform Strategy Development
Platform selection based on target audience. Content strategy tailored to each platform. Resource allocation prioritizing highest-ROI channels. Coordinated campaigns across multiple platforms.
Content Planning & Scheduling
2-4 week content calendar development. Theme weeks for batch creation efficiency. Mix of evergreen and timely content. Content repurposing across platforms. Integration with mymarky.ai for scheduling.
Community Management
Fast response to comments and DMs (target under 4 hours). Lead qualification and capture from inquiries. Negative comment resolution protocol. Community relationship building with local accounts.
Local Social Tactics
Geo-tagging every post with specific location. Local hashtag strategy (5-10 per post). Local landmark and neighborhood references. Community event tie-ins. Google Business Profile post optimization.
Performance Analysis & Reporting
Monthly business metrics tracking: leads, calls, conversions, revenue. Platform ROI analysis and prioritization. Top-performing content identification. Data-driven strategy optimization.
Crisis Management
Negative comment response protocol. Reputation protection strategies. Complaint resolution and follow-up. Escalation procedures for serious issues. Public resolution documentation.
How Social Media Manager Works
Strategy Development: Business Model + Target Customer + Platform Selection
Start by understanding your business model, target customer demographics, geographic service area, and competitive landscape. We analyze where your customers spend time online and which platforms drive leads for businesses like yours.
Output: Platform prioritization (2-3 to dominate), content strategy for each, posting frequency, goals tied to business outcomes (leads/month)
Content Planning: Themes + Calendar + Local Context
Plan 2-4 weeks ahead with content themes: project showcases, educational content, social proof, behind-the-scenes, seasonal/timely, and community engagement. Consult Locality Oversight Agent for local hashtags, events, and cultural references.
Content mix: 40% project showcases, 30% educational, 20% social proof, 10% community/timely — adjusted based on performance data
Community Management: Monitor + Respond + Convert
Monitor all platforms for comments, DMs, and mentions. Respond to positive comments within 2-4 hours. Answer questions within 1-2 hours (these are leads). Move inquiries to DMs, qualify, capture phone number, and transition to call for booking.
Lead conversion process: Public response → Move to DM → Qualify need → Get phone → Call/text → Book appointment → Log in CRM
Performance Analysis: Track Business Metrics + Optimize
Monthly analysis of business metrics: website clicks from social, DM inquiries, phone calls, form submissions, revenue from social leads. Calculate cost per lead. Rank platforms by ROI. Identify top-performing content types.
Data-driven decisions: Double down on platforms/content driving leads. Cut or reduce platforms with poor ROI. Adjust content mix based on performance.
Reporting: Internal Analytics + Client-Facing Results
Create internal reports tracking detailed analytics and optimization opportunities. Create client-facing reports showing business impact in plain language: inquiries generated, calls received, growth in engagement that matters.
Client report focus: "Your social media generated 23 inquiries this month, leading to 11 booked jobs" — not "engagement rate increased 12%"
Common Use Cases
New Business Social Strategy
Starting from scratch or rebuilding social presence. Platform selection based on target customer demographics. Initial content strategy development. Profile optimization. Community building foundation. Goal: 10-15 qualified leads per month within 90 days.
Lead Generation Campaigns
Coordinated campaigns across Facebook, Instagram, and Google Business Profile promoting specific services or seasonal offers. Content creation, community management, lead capture, conversion tracking. Goal: Drive measurable increase in inquiries and bookings.
Competitive Social Media Analysis
Part of comprehensive competitive intelligence: analyze 5 competitors across all platforms, document presence, engagement, local tactics, content quality, paid advertising. Identify gaps and opportunities for differentiation.
Reputation Crisis Management
Negative comments, customer complaints, or service failures going public. 6-step response protocol: acknowledge fast, apologize, offer resolution, move offline, resolve issue, follow up publicly. Turn potential reputation damage into trust-building opportunity.
Quarterly Performance Analysis
Part of marketing mix intelligence: social media performance analysis including engagement metrics, follower growth, lead generation, platform ROI, competitive positioning. Identify optimization opportunities and strategy adjustments.
Local Community Building
Build authentic local presence through community engagement: partner with local businesses, engage with area influencers, tie content to local events, feature neighborhood landmarks, participate in community discussions. Build "local expert" reputation.
Real Results: Social Media That Drives Business
HVAC company from Facebook + Instagram
Revenue from social leads vs. time spent managing
Inquiries that became phone conversations
Case Study: HVAC Company Social Lead Generation
Challenge: HVAC company with Facebook page but zero strategy. Posted sporadically. Never responded to comments or DMs. Getting maybe 1-2 inquiries per month from social. Competitors dominating local social space.
Strategy: Focus on Facebook (target customer demographic 35-65) and Instagram (younger homeowners). Content mix: 40% project showcases (before/after AC installs, furnace replacements), 30% educational (maintenance tips, energy savings, seasonal prep), 20% social proof (customer testimonials, reviews), 10% community (local events, weather-related posts).
Posted 3-4 times per week. Responded to every comment within 4 hours. Every DM inquiry got qualified and converted to phone call. Geo-tagged every post with specific Phoenix neighborhoods. Used local hashtags: #PhoenixHVAC, #ScottsdaleAC, #MesaHomeServices.
Results after 6 months: 28 qualified leads per month from social (mix of comments, DMs, and profile clicks to website). 87% of DM inquiries converted to phone conversations. 11 booked jobs per month attributed directly to social engagement. Client tracked $62K in revenue from social leads (vs. $8K time investment = 3.2x ROI).
Technical Details
Model: Claude Sonnet
Social Media Manager runs on Claude Sonnet for strategic coordination and community management. Sonnet provides:
- Strategic thinking: Platform selection, content strategy, resource allocation based on business goals
- Community management: Appropriate tone for responses, crisis management, lead qualification
- Performance analysis: Interpret metrics, identify patterns, recommend optimizations
- Cost efficiency: Right balance of capability and cost for social media coordination
Platform skills: Coordinates platform-specific skills (YouTube Manager, Facebook Manager, Instagram Manager, etc.) for tactical guidance when needed. Sonnet handles strategy and coordination; platform skills provide detailed platform-specific best practices.
Workflow Integration
Social Media Manager participates in two orchestrated workflows as a specialist contributor:
Coordinated by Business Development Consultant. Analyze 5 competitors across all social platforms: presence, engagement, local tactics, content quality, paid advertising. Timeline: 30-40 minutes parallel contribution.
Deliverable: Social media competitive analysis section
Coordinated by Marketing Analytics Specialist. Quarterly social media performance analysis: engagement metrics, follower growth, lead generation, platform ROI, content performance. Timeline: 30-40 minutes parallel contribution.
Deliverable: Social media performance section for marketing intelligence report
Integration benefit: Social media insights combined with SEO, content, and paid advertising analysis for holistic marketing intelligence. Identify cross-channel opportunities and optimization strategies.
Works Best With These Agents
Related Workflows
Ready for Social Media That Actually Drives Business?
Stop chasing vanity metrics. Start generating qualified leads from the platforms where your customers actually are. Focus on 2-3 platforms, respond fast, convert inquiries, track ROI. Built on 17+ years managing social presence for 500+ local service businesses.
Related Resources
Explore similar industries, proven results, and relevant solutions