Social media is where many buyers discover products and brands before searching on Google or Amazon. The content published there has to work for the business, not just for the algorithm.
For years, social media management was measured in followers, likes and reach. Those metrics are easy to report, but they say nothing about whether investment in content and community is contributing to the business.
The problem is not that social media doesn't work. In many cases it's managed as a communications channel disconnected from the sales channel. The social team publishes brand content, the paid media team runs ads, and the ecommerce team tracks conversions, and nobody connects the three.
When content, community and paid social work in coordination with the rest of the channel, social media stops being a brand image channel and becomes a discovery and acquisition channel with measurable business impact.
We design the editorial strategy based on buyer behavior in the category: what type of content they consume at each stage of the decision process, on which platforms, in which formats. Content strategy starts from the customer journey, not from the publishing calendar.
We manage the presence on the platforms relevant to each brand and category (Instagram, TikTok, YouTube, LinkedIn), wherever the audience is. Management includes the editorial calendar, content production, community management and brand conversation monitoring.
We amplify organic content and run paid social campaigns coordinated with the overall paid media strategy. Paid social plays a different role depending on funnel stage: at the top, it drives discovery and amplifies brand content; lower down, it handles retargeting and conversion.
We activate collaborations with content creators when they provide access to specific audiences or credibility in categories where recommendations carry weight. Selection is based on genuine affinity with the category and the ability to generate relevant conversation, not follower count.
We monitor conversation about the brand, competitors and the category across social media and digital media. Social listening is a source of information on brand perception, purchase barriers and content opportunities, not just mention tracking.
We work with social listening and media intelligence platforms to monitor conversation, brand perception and community.
“Elogia has proven to be an extension of our team. We have the peace of mind of working with real specialists who care about our business and always go the extra mile.”
— María Benedicto, Head of Owned Media & Customer Experience · Hero
