Blog
Social media management, in practice
Notes on the parts of this job that are actually hard: running a roster without losing track, keeping a calendar honest, and deciding what you are not going to do.
How to use AI for social media posts that don’t sound like AI
Everyone can spot an AI-written post: the rocket emoji, the “exciting news”, the three hashtags nobody asked for. The fix is not avoiding AI. It is giving it what a good copywriter would ask for before they started.
4 October 2026
- Agency workflow
How to manage social media for multiple clients without losing track
Running social for one brand is a content problem. Running it for eight is an organisation problem — and the tactics that work for one actively fail at eight.
2 September 2026 · 9 min read
- Planning
How to build a social media content calendar you will actually keep using
Most content calendars die in week three. The ones that survive share a few properties, and none of them involve a more elaborate spreadsheet template.
19 August 2026 · 8 min read
- Strategy
How often should you post on each social network?
Every guide gives you the optimal frequency. Almost none of them mention that the optimal frequency you cannot sustain is worse than the modest one you can.
5 August 2026 · 7 min read
- Writing
How to write one post for five platforms without it sounding generic
There are two bad answers to multi-platform posting: broadcast the same text everywhere, or write everything five times. The workable answer is in between.
22 July 2026 · 7 min read
- Agency workflow
How to onboard a new social media client in a week
Most client relationships that go wrong were mis-set in the first fortnight. A structured onboarding is the cheapest insurance an agency can buy.
8 July 2026 · 8 min read
- Strategy
A hashtag strategy that is worth the effort
Hashtags went from essential to overrated to quietly useful again. Here is where they still earn their place, and how to use them without wasting time.
24 June 2026 · 6 min read
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