📱 Social Media Manager SOP
Content Creation, Scheduling & Community Engagement
What is This SOP For?
📱 Your Role as Social Media Manager
As a social media manager, you're responsible for building and engaging the brand's online community. Your job includes:
- Content creation — Creating posts, reels, stories that attract and engage
- Scheduling — Planning and posting content consistently
- Community management — Responding to comments, DMs, and mentions
- Analytics — Tracking what works and optimizing
- Growth — Building followers who actually buy
The Instagram Account That Made $0
Why Followers Mean Nothing Without Strategy
A client came to us with an Instagram account. 50,000 followers. Looks impressive, right?
But here's the problem:
- Posts got 50-100 likes (0.1% engagement rate)
- Zero DMs asking about products
- Website traffic from Instagram: almost nothing
- Sales from Instagram: $0
The previous manager had been buying followers and posting generic content with no strategy.
What we did differently:
- Stopped chasing followers, started chasing engagement
- Posted content that answers customer questions
- Replied to every comment within 1 hour
- Started Instagram Stories showing behind-the-scenes
Result after 3 months: Followers dropped to 35K (fake ones unfollowed), but engagement hit 5%. Sales from Instagram: $2.4 lakhs.
📱 SOCIAL MEDIA PRINCIPLES
1. ENGAGEMENT OVER FOLLOWERS
A small, engaged audience beats a large, dead audience. Focus on people who actually interact with content.
2. CONSISTENCY IS KING
Posting 3x/week consistently beats posting daily for a month then disappearing. Build a sustainable rhythm.
3. RESPOND WITHIN 1 HOUR
Social media is SOCIAL. If someone comments or DMs, respond fast. Slow responses = lost sales.
4. VALUE FIRST, SELL SECOND
80% of content should provide value (education, entertainment, inspiration). 20% can be promotional.
Platform Strategy
💡 Platform Rule
Don't try to be everywhere. Master 2-3 platforms where your audience actually is before expanding.
Best for: Visual products, lifestyle brands, fashion, beauty, food
Content mix:
- Reels (highest reach)
- Stories (daily engagement)
- Carousels (education)
- Static posts (brand aesthetic)
Post frequency: 3-5x/week minimum
🎵 TikTok
Best for: Gen Z audience, viral potential, trends
Content mix:
- Trending audio (ride the wave)
- Behind-the-scenes
- Product demos
- Quick tips
Post frequency: 1-3x/day for growth
Best for: 35+ audience, community groups, local business
Content mix:
- Long-form posts (stories)
- Video content
- Event promotion
- Community engagement
Post frequency: 3-5x/week
Best for: Home decor, fashion, DIY, food, inspiration
Content mix:
- Product pins with rich descriptions
- Lifestyle inspiration
- How-to guides
- Infographics
Post frequency: 5-10 pins/day
Content Creation
The 80/20 Content Rule
| Content Type | % of Posts | Examples |
|---|---|---|
| Value Content | 40% | Tips, how-tos, education, answers to FAQs |
| Engagement Content | 20% | Questions, polls, "this or that", user-generated content |
| Brand Content | 20% | Behind-the-scenes, team, story, values |
| Promotional | 20% | Product features, sales, launches, offers |
Content Pillars (Define 4-5)
📌 What Are Content Pillars?
Content pillars are the main themes you post about. They keep your content focused and on-brand.
Example for a skincare brand:
- Pillar 1: Skincare education (ingredients, routines)
- Pillar 2: Product showcases (features, benefits)
- Pillar 3: Customer results (before/after, testimonials)
- Pillar 4: Behind-the-scenes (brand story, team)
- Pillar 5: Lifestyle (self-care, confidence)
Caption Writing Formula
Line 1 (Hook): Stop the scroll. Ask a question or make a bold statement.
"The skincare mistake 90% of people make…"
Lines 2-5 (Value): Deliver the promise. Give them something useful.
"Most people apply products in the wrong order. This is why your $2000 serum isn't working..."
Last Line (CTA): Tell them what to do next.
"Save this post 📌 | Drop a 💧 if you've been doing it wrong!"
Content Scheduling
Best Posting Times (India)
| Platform | Best Days | Best Times (IST) |
|---|---|---|
| Tue, Wed, Thu | 11 AM - 1 PM, 7 PM - 9 PM | |
| Wed, Thu, Fri | 1 PM - 4 PM | |
| Tue, Wed, Thu | 8 AM - 10 AM | |
| Weekdays | 8 AM - 10 AM, 12 PM - 1 PM |
⚠️ These Are Starting Points
Always check your OWN analytics. Your audience might be different. Test different times and track what works.
Weekly Content Calendar Template
| Day | Stories | Other | |
|---|---|---|---|
| Monday | Value post (tip/education) | Motivation/quote | — |
| Tuesday | Product feature | BTS/process | — |
| Wednesday | Reel (trending) | Poll/question | — |
| Thursday | Customer testimonial | User repost | — |
| Friday | Carousel (education) | Weekend vibes | — |
| Sat/Sun | Lifestyle/brand story | Casual/fun | — |
Community Engagement
🚨 The 1-Hour Rule
Respond to ALL comments and DMs within 1 hour during business hours. Social media is SOCIAL. Slow responses kill engagement and lose sales.
DM Response Guidelines
| Message Type | Response Time | Response Style |
|---|---|---|
| Product inquiry | <1 hour | Detailed, helpful, link to product |
| Complaint | <30 min | Empathetic, solution-focused, take offline if needed |
| Compliment | <2 hours | Grateful, genuine, encourage review |
| Collaboration request | <24 hours | Professional, interest if relevant, redirect if not |
Hey [Name]! 👋
Thanks for reaching out! Great question about [product].
[Answer their specific question]
Here's the link to check it out: [link]
Let me know if you have any other questions — happy to help! 💜
Analytics & Tracking
Key Metrics to Track
| Metric | What It Means | Target |
|---|---|---|
| Engagement Rate | (Likes + Comments + Shares) / Followers × 100 | 3-5%+ |
| Reach | Unique accounts who saw content | Growing month over month |
| Website Clicks | Clicks to website from profile/posts | Track with UTM links |
| Saves | How many saved your post | Higher = valuable content |
| Follower Growth | Net new followers | Quality > Quantity |
Recommended Tools
| Category | Tool | What It Does |
|---|---|---|
| Scheduling | Later, Buffer, Hootsuite | Plan and auto-post content |
| Design | Canva, Adobe Express | Create graphics and videos |
| Video Editing | CapCut, InShot | Edit reels and TikToks |
| Analytics | Native + Sprout Social | Track performance |
| Hashtag Research | Flick, Display Purposes | Find relevant hashtags |
| Link in Bio | Linktree, Stan Store | Multiple links from one URL |
LinkedIn Growth Strategy
💡 Why LinkedIn for Digital Heroes?
LinkedIn is the #1 platform for B2B clients and high-value leads. Decision-makers, business owners, and marketing managers are all on LinkedIn looking for help. This is where we showcase our premium work and attract $10K+ projects.
Content Types That Work on LinkedIn
| Content Type | Frequency | Goal |
|---|---|---|
| 🏆 Portfolio Showcases | 2x/week | Show transformation stories: before/after of stores we built |
| 💬 Client Testimonials | 1x/week | Social proof from happy clients with real numbers |
| 📚 Educational Content | 3x/week | Share tips (Shopify, design, conversions) — position as experts |
| 🎯 Results/Case Studies | 1x/week | "We increased conversion rate by 47%" — numbers sell |
| 🧠 Thought Leadership | 2x/week | Opinions on industry trends, lessons learned |
Real LinkedIn Post Examples
Hook: This store went from $0 to $2.4 lakh/month in 90 days. 🚀
Here's what we did:
✅ Redesigned the entire homepage with conversion-focused layout
✅ Optimized mobile experience (78% of their traffic is mobile)
✅ Added trust badges, reviews, and urgency elements
✅ Fixed PageSpeed — went from 34 to 89
Result: Conversion rate jumped from 0.8% to 2.4%
The before/after is crazy. Swipe to see 👇
[Attach carousel: Before screenshot → After screenshot → Metrics]
#ShopifyDevelopment #EcommerceDesign #ConversionOptimization
Hook: "I wish I found Digital Heroes 6 months earlier."
That's what [Client Name] told us last week.
When they came to us, their store was:
❌ Loading in 6+ seconds
❌ Looking "cheap" (their words)
❌ Converting at 0.5%
60 days later:
✅ PageSpeed 92
✅ Premium design that matches their brand
✅ 2.8% conversion rate
Sometimes it's not about getting more traffic — it's about converting the traffic you already have.
DM me "STORE" if you want the same transformation.
Hook: 90% of Shopify stores make this homepage mistake.
I've reviewed 200+ stores this year. Here's what I keep seeing:
❌ The mistake: Putting a slideshow as the hero section.
Why it kills conversions:
• Slows down page load by 2-3 seconds
• People don't wait — they scroll past
• Dilutes your main message
✅ Do this instead:
• Single static image with ONE clear message
• Strong headline + subheadline
• One CTA button (Shop Now, not "Learn More")
Simple change. Massive impact.
Save this 📌 | Agree? ↓
Complete LinkedIn Posting Process
📋 Step-by-Step: From Idea to Published Post
- Identify the goal — What do we want? (leads, followers, authority)
- Choose content type — Portfolio, testimonial, educational, or behind-scenes
- Use ChatGPT to brainstorm — (see prompts below)
- Write the hook — First line must stop the scroll
- Create visuals — Canva carousel or screenshot + metrics
- Add hashtags — 3-5 relevant hashtags
- Schedule post — Best times: Tue-Thu, 8-10 AM IST
- Engage for 30 min — Reply to comments immediately
ChatGPT Prompts for LinkedIn Content
I run a Shopify development agency called Digital Heroes. We've built [X] stores this month
with
impressive results.
Project details:
- Client: [Brand name, industry]
- Before: [problems - slow speed, poor design, low conversion]
- After: [improvements - PageSpeed, conversion rate, revenue]
Write 3 different LinkedIn post hooks for this case study. Make them attention-grabbing, use
numbers, and create curiosity. Format: Hook only (one line each).
Write a LinkedIn post for my Shopify development agency showcasing a client success
story.
Details:
- Store niche: [e.g., skincare, fashion, tech]
- Result: [e.g., "3x conversion rate in 60 days"]
- What we did: [e.g., redesign, speed optimization, mobile UX]
Format:
- Attention-grabbing first line (hook)
- Problem they had (2-3 bullet points)
- Solution we provided (2-3 bullet points)
- Result with specific numbers
- Call-to-action for readers
- 3-5 relevant hashtags
Tone: Professional but conversational. Use emojis sparingly.
I'm a social media manager for Digital Heroes, a Shopify development agency.
Our services: Custom Shopify stores, speed optimization, conversion rate optimization, theme
customization.
Target audience: D2C brand owners, ecommerce entrepreneurs, marketing managers.
Generate 10 LinkedIn post ideas for this week covering:
- 2 portfolio showcases
- 2 educational tips
- 2 behind-the-scenes
- 2 industry opinions
- 2 client testimonial formats
For each idea, give me: Topic, Hook (first line), and Content angle (1 sentence).
I have this Instagram caption that performed well:
"[Paste Instagram caption here]"
Rewrite this for LinkedIn. Make it:
- More professional tone
- Longer (LinkedIn favors 150-300 words)
- Add a thought leadership angle
- Include a question at the end to drive comments
- Add relevant B2B hashtags
Showcasing Our Work (Portfolio Content)
✅ What to Screenshot & Share
- Before/After homepage designs — Side by side comparison
- PageSpeed scores — Screenshot of 85+ scores
- Shopify dashboard metrics — Revenue increase (blur sensitive data)
- Mobile vs Desktop views — Show responsive design
- Client reviews/testimonials — Quote graphics with their photo
- Process shots — Figma designs, wireframes, development
Weekly LinkedIn Content Calendar
| Day | Post Type | Example Hook |
|---|---|---|
| Monday | Educational tip | "3 things killing your Shopify conversion rate..." |
| Tuesday | Portfolio showcase | "This store went from 0.5% to 2.8% CR. Here's what we did..." |
| Wednesday | Behind-the-scenes | "Just finished a 48-hour sprint rebuild. Why rush? Because..." |
| Thursday | Client testimonial | "'Best decision for my business.' — Client DM this morning." |
| Friday | Industry opinion | "Unpopular opinion: Most 'premium' themes are overpriced garbage." |
⚠️ LinkedIn Algorithm Tips
- No external links in posts — Put link in first comment instead
- Reply to every comment — Especially in first 30 minutes
- Engage before posting — Comment on 5-10 posts before your own
- Carousels outperform text — Use PDF carousels for education
- Tag people (sparingly) — Only tag clients who agree
Social Media KPIs
Handling Difficult Situations
🔴 Negative Comment Goes Viral
🎯 Task Priority Order (What Comes First)
Handle in this order every day:
- 🔴 P0 - Crisis/Negative Viral Content → Damage control immediately. Respond within 30 mins.
- 🔴 P0 - DMs from Potential Clients → Leads in inbox = money. Respond fast.
- 🔴 P0 - Scheduled Post Verification → Make sure today's posts are scheduled correctly.
- 🟡 P1 - Comment Engagement → Reply to all comments within 2 hours of posting.
- 🟡 P1 - Community Engagement → Like, comment on relevant accounts.
- 🟢 P2 - Content Creation → Create posts for upcoming schedule.
- 🟢 P2 - Analytics Review → Check what's performing, adjust strategy.
- ⚪ P3 - Strategy & Planning → Content calendar, trend research, experiments.
Golden Rule: Crisis > Hot leads > Today's posts > Engagement > Creation > Strategy.
🔴 Negative Comment Goes Viral
Situation: Someone posts a complaint that's getting shared/liked.
Response: Respond quickly and publicly: "We're sorry to hear this. Please DM us your details so we can resolve this directly." Take the detailed conversation private. Never delete unless it's spam/abuse.
Rule: Respond fast. Public acknowledgment + private resolution. Never argue.
🔴 Content Mistake Published
Situation: Typo, wrong image, or incorrect information went live.
Response: If minor: Delete and repost. If already engaged: Edit if possible, or post correction. If major: Acknowledge it with humor if appropriate.
Rule: Fix fast. Don't draw unnecessary attention to small errors.
🔴 Account Engagement is Dropping
Situation: Posts aren't getting likes/comments like they used to.
Response: Analyze: posting times, content types, hashtag performance. Test new formats. Engage more in comments/DMs. Report findings to PM with improvement plan.
Rule: Data first. Don't panic. Test and iterate.
🔴 Client Wants to Post Something Inappropriate
Situation: Client suggests controversial or off-brand content.
Response: "I love the creative thinking! However, this could attract negative attention because [reason]. Can I suggest an alternative that achieves the same goal?"
Rule: Advise against. Document if they insist. Never post anything unethical.
🔴 Competitor Copying Our Content
Situation: Competitor is using similar content/ideas.
Response: Document with screenshots. Report to PM. Stay focused on our content being better. If it's clear plagiarism, consider platform's copyright reporting.
Rule: Don't engage publicly. Focus on staying ahead, not fighting behind.
🔴 No Content Ideas Left
Situation: Creative block — you're out of ideas.
Response: Review what worked before. Check competitor accounts. Ask ChatGPT for 20 content ideas in your niche. Repurpose old content in new formats. Take a short break.
Rule: Everyone gets stuck. Use tools and templates. Batch planning prevents this.
🔴 Account Was Hacked/Compromised
Situation: Unauthorized access or strange activity on account.
Response: Immediately: Change password, enable 2FA, check connected apps, remove unauthorized access. Alert management. Review what was posted/messaged. Report to platform if needed.
Rule: Security first. Then damage control. Document everything.
🔴 Client Expects Viral Results Immediately
Situation: Client wants "viral" posts after one week.
Response: "Going viral is unpredictable. What IS predictable is consistent growth through strategic content. Let's look at our week-over-week metrics instead."
Rule: Set realistic expectations. Consistency beats virality long-term.
Your Daily Inspiration
"Social media is not about being everywhere. It's about being unforgettable somewhere."
— Digital Heroes Philosophy
📖 Success Story: The Reel That Went Viral
It was a simple behind-the-scenes video: 30 seconds of a developer fixing a Shopify bug with
lofi music. Nothing fancy. Posted at 7 PM on a Tuesday.
Result: 250,000 views. 12,000 new followers. 8 inbound
leads.
The lesson? Authenticity beats perfection. People
connect with real moments, not polished ads. Keep posting — you never know which post will
be
THE one.
Your next viral post might be the one you almost didn't share.
⚡ Productivity Hacks for Social Media
- 📅 Content Calendar: Plan 2-4 weeks ahead — no more scrambling for ideas
- ⏰ Batch Creation: Create 1 week of content in one 3-hour session
- 🔄 Repurpose Everything: 1 blog = 5 social posts, 1 video, 1 carousel
- 📊 Check Analytics Weekly: 15 mins to review what worked, double down on it
- 🤖 Schedule, Don't Post Live: Use scheduling tools — free up your mornings
"Done is better than perfect. Just post."
"Engagement beats followers. Build community."
"Consistency compounds. Show up daily."
🌅 Start Each Day With This:
"Today, I will create content that connects, entertains, and inspires action. Every post is an opportunity."
2026 Social Media Best Practices
💡 The 2026 Social Landscape
Short-form video dominates, AI creates at scale, and authenticity wins over polish. Here's how to succeed.
🤖 AI Tools for Social Media (2026 Standards)
| Tool | Use Case | Best Practice |
|---|---|---|
| ChatGPT/Claude | Generate post ideas, captions, hashtag research | Use as starting point - add your brand voice |
| Canva AI | Quick graphic generation, resize for platforms | Use brand kit to keep consistent look |
| CapCut | AI video editing, auto-captions, trending sounds | Add captions to ALL videos - 85% watched on mute |
| Later/Buffer | Schedule posts, best time recommendations | Batch schedule weekly - free up daily time |
| Opus Clip | Auto-clip long videos into short viral clips | Repurpose 1 long video into 10+ Reels |
📹 Short-Form Video Strategy (2026 Edition)
Video is Non-Negotiable in 2026
If you're not posting video, you're invisible. Here's the winning formula:
✅ The Hook-Value-CTA Formula:
- Hook (0-3 seconds) — Stop the scroll with bold text or surprising statement
- Value (3-30 seconds) — Deliver ONE clear insight, tip, or entertainment
- CTA (last 3 seconds) — Tell them exactly what to do next
📱 Platform-Specific 2026 Best Practices
| Platform | What Works in 2026 | What Doesn't |
|---|---|---|
| Reels, carousel education, Stories polls | Single image posts, hashtag-heavy captions | |
| Personal stories, document carousels, controversy | Corporate speak, stock photos, external links | |
| TikTok | Trends + education, day-in-the-life, raw content | Over-produced, hard-selling, ignoring comments |
| YouTube | Shorts + long-form, consistent thumbnails, series | Clickbait without payoff, inconsistent posting |
⏰ Optimal Posting Times (2026 Data)
When to Post (Based on Latest Algorithm Behavior)
- Instagram: 7-9 AM, 12-2 PM, 7-9 PM (local time)
- LinkedIn: Tuesday-Thursday, 8-10 AM, 12 PM
- TikTok: 7-9 AM, 12-3 PM, 7-11 PM
- YouTube Shorts: Friday-Sunday, 2-4 PM
Pro Tip: Check YOUR analytics - your audience may differ from averages.
2026 Algorithm Secrets
⚠️ The Algorithm Rewards Engagement, Not Perfection
Algorithms in 2026 prioritize watch time, saves, and shares over likes. Here's how to win:
🎯 The 5 Algorithm Signals That Matter
| Signal | Weight | How to Optimize |
|---|---|---|
| Watch Time | 🔥 Highest | Hook in first 1-3 seconds, keep videos under 60s |
| Saves | ⭐ Very High | Create "save-worthy" content (tips, tutorials, lists) |
| Shares | ⭐ Very High | Make content relatable, funny, or controversial |
| Comments | 📊 High | Ask questions, reply to EVERY comment quickly |
| Likes | 📉 Lowest | Nice to have, but don't optimize for this alone |
🚫 Algorithm Killers (What to Avoid)
- Deleting and reposting — Algorithm sees this as spam
- External links in posts — Platforms want you to stay, not leave
- Long text captions with no visual hook — Nobody reads walls of text
- Posting and ghosting — Reply to comments within first hour
- Using banned/overused hashtags — Research before using
- Watermarks from other platforms — TikTok logo on Reels = death
💡 The 30-Minute Rule
After posting, stay active for 30 minutes. Reply to every comment, engage with your niche, and watch related content. This signals to the algorithm that you're a real creator who builds community.