Social Media Strategy vs Social Media Management: What’s the Difference?
If your brand is showing up on social media but not seeing real business results, you’re not alone. One of the most common gaps we see is brands investing in management without a clear strategy behind it.
They’re not the same thing - yet they work hand-in-hand to deliver social media success.
In this article, we break down the difference between social media strategy and social media management, why both are important, and how to ensure you’re investing in the right support at the right time.
What Is Social Media Strategy?
The Blueprint for Success
Social media strategy is all about planning before posting. It defines why you’re on social media, who you’re targeting, what you’re saying, and how you’ll measure success.
Think of it as your roadmap - without it, your content is just “filler” with no clear purpose or goal.
A Strong Social Media Strategy Covers:
- Your Business Goals: What are you trying to achieve? Sales, awareness, leads, community growth?
- Your Target Audience: Who are you speaking to? What do they care about? Where do they spend time online?
- Platform Selection: Which social platforms make sense for your brand (and which don’t)?
- Content Pillars: What themes, messages, and topics will position you as the go-to in your niche?
- Tone of Voice & Visual Guidelines: How should your brand sound and look to stay recognisable and relatable?
- Posting Frequency & Timing: When and how often should you post to maximise visibility?
- Engagement Tactics: How will you build two-way conversations and community loyalty?
- Paid Ads Strategy: How can you boost your reach with a smart, cost-effective ad plan?
- Success Metrics: What does “good” actually look like, and how will you measure it?
Without this foundation, you’re flying blind—risking time, budget, and your brand reputation on guesswork.
What Is Social Media Management?
The Execution Engine
Once you have a strategy, social media management brings it to life. It’s the doing part - the day-to-day execution that keeps your brand showing up, sounding consistent, and engaging your audience.
Social Media Management Includes:
- Content Creation: Crafting posts, captions, graphics, and videos that align with your strategy.
- Scheduling & Posting: Publishing content at the right times to reach your audience when they’re active.
- Community Management: Responding to comments, DMs, and building genuine relationships with followers.
- Paid Ad Management: Setting up and optimising social media ads to drive traffic, leads, or sales.
- Ongoing Reporting: Tracking performance data to see what’s working and refining your approach over time.
Management without strategy is like baking a cake without a recipe—you might get something, but it’s unlikely to deliver the result you were hoping for.
Common Mistake: Posting Without Purpose
We see it all the time - brands posting for the sake of posting, just to “keep the feed active.”
But without a clear strategy, you end up with:
- Mixed messages
- Unclear value propositions
- Low engagement
- Followers who don’t convert into customers
Worse, you risk damaging your brand’s credibility by showing up inconsistently or off-brand.
Why You Need Both, in the Right Order
Here’s the thing - strategy and management are both essential, but they work best when you start with strategy.
A great strategy sets the foundation, giving you clarity on what to say, who to say it to, and how to drive results. Management is the engine that keeps your strategy moving forward, building visibility, engagement, and ultimately - business growth.
Start with strategy. Then manage with purpose.
✅ What to Look for in Social Media Strategy Services
Not all strategies are created equal. When choosing a partner to develop your strategy, look for:
- Real industry experience
- Data-backed insights
- Clear, actionable recommendations
- A focus on YOUR business goals—not generic advice
- A team who can manage it for you, if you don’t have the resources internally
At Melbourne Social Co, we specialise in done-for-you social media strategies tailored to your brand, audience, and goals. Whether you need a strategy only, or full execution and management—we can help.
Ready to Build a Strategy That Actually Works?
Don’t waste time (or budget) posting without a plan.
👉 Book a Free Discovery Call with Our Team
Let’s map out a social media strategy designed to deliver real business results.
Want to know more about us? Follow us on TikTok.
The True Cost of Hiring a Social Media Manager vs a Social Media Agency
If you’ve ever found yourself searching "social media manager vs agency", you’re not alone. It’s one of the most common questions we hear from business owners and marketing teams looking to improve their online presence.
Social media is no longer a nice-to-have—it’s a business-critical marketing channel. But choosing who should manage your brand’s voice online isn’t always clear-cut. Do you build an internal team, or outsource to the experts? And what’s the true cost of each approach?
Let’s break it down.
The Real Cost of Hiring an In-House Social Media Manager
On the surface, hiring an internal Social Media Manager feels like the logical step. Someone who knows your business inside out, sitting just down the hall (or on Slack).
But here’s where many businesses get caught out.
In Australia, the average salary for a skilled social media professional with 3+ years' experience sits between $75,000 – $100,000+ per year. And that’s before you factor in:
- Superannuation (11%)
- Annual Leave (20 days)
- Sick Leave (10 days)
- Payroll tax (if applicable)
- Hardware and software costs
- Training and development
- Onboarding and management time
When you add it all up, the real cost of a full-time social media hire often exceeds $120,000 per year.
And that’s for one person. One person expected to be a strategist, content creator, copywriter, community manager, ads expert, and analyst. Realistically, very few professionals can excel in all of those areas.
What You Get When You Hire a Social Media Agency
While partnering with a social media agency often starts from $4,000 – $10,000+ per month, the value stretches far beyond just “posting content.”
Here’s what you get:
Access to a Full Team of Experts
Instead of one generalist, you get a team of specialists:
- Strategists who map out how to meet your business goals.
- Content Creators who produce on-brand, scroll-stopping assets.
- Videographers who bring your story to life on TikTok and Reels.
- Paid Ads Managers who optimise your budget for real results.
- Community Managers who keep your audience engaged.
- Data Analysts who track performance and optimise accordingly.
Proactive, Data-Led Strategy
Agencies work across multiple industries and brands, giving them front-row seats to what’s working right now. You benefit from that collective knowledge, applied to your business before trends go mainstream.
Tools and Tech You Don’t Have to Pay For
No need to invest in scheduling platforms, reporting tools, premium editing software, or content production gear. Agencies bring their own toolkits—saving you thousands per year.
Flexibility to Scale With You
Unlike an employee, an agency can scale your package up or down as your needs change, without you needing to hire, train, or restructure your team.
Which Option is Right for You?
If your business is just starting out on social, and you have the resources to train and manage an in-house team member, hiring a Social Media Manager could work.
But if you’re looking for high-quality content, multi-platform strategy, and a full team of experts that can plug in and start delivering results right away - partnering with a social media agency offers far greater value for your investment.
Ready to See What Working With an Agency Looks Like?
At Melbourne Social Co, our packages are tailored to your goals and budget, with all the benefits of a full team, minus the overheads.
👉 Book a Free Discovery Call to chat with our team today.
How We Onboard New Clients to Set the Relationship Up for Success
(Spoiler: it’s not just a welcome email and a handshake)
At Melbourne Social Co, we’re big believers that how you start a relationship often determines how it plays out. So when a new client signs on with us, we don’t just jump straight into content creation. We take the time to set the foundations for a successful, collaborative working relationship - because trust, clarity and communication matter just as much as the creative.
Here’s a look at how we do things differently when onboarding new clients at MSC.
We start with people first
We recently introduced a new role at MSC: Head of Client Success (or HOCS for short). This role was created to elevate our client experience from day one. The HOCS leads the onboarding process, ensuring everything runs smoothly, expectations are aligned, and our new clients feel supported and excited from the get-go.
From there, our Account Manager is introduced early - often from the first call - and is deeply involved in the strategy process. This means the person running your day-to-day has context from the very beginning and isn’t just handed a strategy to execute. It’s a hands-on, invested partnership from day one.
Strategy comes before content
We don't do "set and forget" campaigns. Every new retainer starts with a strategic phase. We work with our clients to map out goals, tone of voice, key content pillars and upcoming campaign dates - all before a single post is scheduled.
Our Business Development Manager (the person who you first spoke to) doesn’t disappear once you sign on either. They stay closely connected and check in quarterly to review progress and ensure your retainer still aligns with your needs. Flexibility and responsiveness are part of our DNA.
Our Welcome Pack isn’t just for show
Once you're officially onboarded, you'll receive a beautifully designed Welcome Pack and a detailed onboarding checklist that guides you through exactly what we need to hit the ground running.
Some of the things we ask for upfront:
- Access to brand assets (logos, fonts, guidelines)
- Your preferred communication style and cadence
- Key campaign dates or product launches
- Social platform logins and ad account access
- Product delivery details for content shoots
- Google Drive access so we can collaborate easily
It’s a small thing that makes a big difference. Our clients often tell us how refreshing it is to know exactly what’s happening and when.
“It’s not just about gathering assets—it’s about showing clients from day one that we value their time and want to make the process seamless.”
— Shelley Friesen, Founder at MSC
Onboarding isn’t a one-time task
We see onboarding as an ongoing process. From our first WIP meeting to the first post that goes live, we're constantly refining how we work together. We check in. We ask questions. We adapt.
Because what sets agencies apart isn’t how they win a client - it’s how they keep one.
“When you get the onboarding process right, it builds trust. That trust leads to better creative, faster approvals, and longer-term partnerships.”
— Industry insight from Campaign US
Whether you’re a marketer looking for agency support or a fellow agency founder thinking about your own systems, we’ll leave you with this: a solid onboarding process isn’t just good admin - it’s a brand-building move.
Because how you make your clients feel at the start?
That sticks with them.
Want to know more about working with Melbourne Social Co? Get in touch today.
Why Black Friday Matters and How Brands Can Stand Out with Authentic Content
Black Friday has become one of the most critical sales periods of the year, where customers flock to find deals and brands compete to grab attention in a crowded marketplace. But why is Black Friday so crucial, and how can brands make the most of it?
The Importance of Black Friday for Brands
- Consumer Spending Boost
Black Friday kicks off the holiday shopping season, often accounting for a significant portion of yearly revenue for many brands. Shoppers are primed to spend, motivated by discounts, and looking to complete their holiday shopping early. - Customer Acquisition Opportunity
With heightened interest, Black Friday is a golden chance to reach new audiences who may have been previously unaware of a brand or waiting for a reason to buy. Offering valuable deals can convert these potential customers into long-term followers. - Creating Brand Awareness
With an increase in shopping activities comes a surge in online traffic. Black Friday campaigns, if crafted strategically, can increase visibility and enhance brand recognition, creating an ongoing impact well beyond the sale period.
Standing Out with UGC-Style Content
With the fierce competition during Black Friday, it’s not enough to simply promote discounts. Shoppers today are looking for authenticity. They’re more likely to engage with brands that resonate with real, relatable experiences over polished ads. That’s where user-generated content (UGC) comes in.
UGC-style content brings a level of trust that’s hard to achieve through traditional advertising. It presents your products or services in an approachable, down-to-earth way that feels more like a recommendation than a sales pitch. Especially in 2024, audiences crave this authenticity—they want to see how a product fits into real life, not just how it looks in a studio.
Melbourne Social Co’s Exclusive Black Friday UGC Offer
At Melbourne Social Co, we know the power of authentic content. That’s why we’re offering a special Black Friday deal on our UGC-style videos: 10 videos for $2,500, a 50% discount on our regular rate. Our team collaborates with a trusted network of UGC creators who align with your brand, making content that’s both relatable and effective.
By booking this package, you’re ensuring your brand shines during the holiday season, standing out with content that consumers are excited to engage with. Limited packages are available, so don’t miss out—book before November 30th to secure your spot.
Let’s make this Black Friday unforgettable for your brand with the authentic, engaging content your audience loves.
Want to chat to our team about your holiday content strategy? Get in touch today.
Want to see what UGC style looks like? Check out a mini showreel of our work for Adairs, Lifely and Lululemon here.
Why Brands Need to Be Targeting Gen Z as Part of Their Social Media Strategy
Gen Z: they’re the generation that’s rewriting the rules of social media, shaking up digital marketing, and reshaping how brands connect with consumers. If your brand isn’t already focusing on this dynamic group, you’re missing out on a powerful audience that values authenticity, creativity, and innovation.
At Melbourne Social Co, we work with clients every day to help them understand and connect with Gen Z. Here’s why we believe they need to be a central part of your social media strategy.
1. Gen Z is the Future of Consumer Spending
Let’s start with the numbers: Gen Z (born between 1997 and 2012) is quickly becoming a driving force in the global economy. They’re entering the workforce, making their own purchasing decisions, and influencing their families’ spending habits.
If you’re not engaging Gen Z now, you’re not just missing out on today’s sales—you’re losing out on building long-term brand loyalty with tomorrow’s biggest spenders.
Tip: Start by understanding what matters to Gen Z and tailor your messaging to align with their values. Don’t underestimate the impact of building relationships with them early on—they’re likely to stick with brands that resonate with their ideals.
2. Authenticity is Everything
Gen Z doesn’t just want to buy products—they want to buy into values. Unlike older generations, who might respond well to polished, aspirational branding, Gen Z craves authenticity and realness. They’re not interested in perfectly curated ads or traditional marketing tactics; they want to see brands that are transparent, socially conscious, and real.
This generation is skeptical of anything that feels too “salesy” or staged, and they’re quick to call out brands that don’t align with their values. Whether it’s social justice, sustainability, or mental health, they expect brands to take a stand on the issues they care about—and to do it in a genuine way.
Tip: Make sure your brand’s messaging is authentic and transparent. Share your values, show behind-the-scenes content, and most importantly, live up to the promises you make.
3. TikTok is Their Playground (and Brands Should Play Too)
If there’s one platform that defines Gen Z, it’s TikTok. With its raw, unpolished content and endless stream of trends, TikTok has captured the attention of Gen Z in a way no other platform has. It’s not just about watching content—this generation is creating and engaging with it on a massive scale.
What does this mean for brands? It’s time to get on board. TikTok offers a unique opportunity for brands to connect with Gen Z in a fun, creative, and highly engaging way. It’s not about traditional ads—it’s about becoming part of the conversation through authentic, viral content.
Tip: Get creative on TikTok! Use challenges, trends, and authentic storytelling to engage with Gen Z where they’re already spending their time.
4. They Value Community and Connection
For Gen Z, social media isn’t just a place to consume content—it’s where they build and participate in communities. This generation values connection and wants to engage with brands that foster a sense of belonging. They’re looking for two-way conversations, not one-way advertising.
Brands that want to resonate with Gen Z need to focus on building community and offering value beyond just products. Whether it’s through interactive content, user-generated campaigns, or meaningful collaborations with creators, creating a sense of community is key to winning their loyalty.
Tip: Make sure your social media strategy isn’t just about broadcasting—it’s about engaging. Encourage user participation, respond to comments, and build a community around your brand.
5. Short Attention Span, Big Expectations
Gen Z has grown up in a world of instant gratification, and their attention span reflects it. Studies show that you have about 8 seconds to capture their attention online, so your content needs to be quick, engaging, and to the point. But here’s the thing: once you’ve got their attention, Gen Z is incredibly loyal to the brands that deliver value.
This means that your social media strategy needs to focus on high-impact, visually engaging content that resonates right away. Whether it’s a short, snappy TikTok video or a bold Instagram Story, your content has to be eye-catching and meaningful in a very short time frame.
Tip: Focus on bite-sized, impactful content that immediately grabs attention. Don’t be afraid to experiment with new formats like short-form video and interactive posts to keep your audience engaged.
Gen Z isn’t just another generation—they’re a cultural force that’s transforming how brands connect with consumers. Their values, preferences, and behaviours are reshaping the future of marketing, and brands that want to stay ahead need to start incorporating Gen Z into their social media strategies now.
By focusing on authenticity, embracing platforms like TikTok, building communities, and creating content that resonates, brands can build long-lasting relationships with this powerful generation.
If you’re not already targeting Gen Z, now is the time to start.
Reach out to our team today and we can assist with a social media strategy for your brand.
Social Media News - January 2023
We're back with the latest Social Media News in 2023!
There is quite a bit happening in Instagram at the moment. Here's a quick rundown.
- Notes - Now you can share your thoughts with friends with up to 60 character messages of just text and emojis!
- Add Yours - Easily jump on ‘Add Yours’ trends, by inviting friends to participate in 'Add Yours' by tapping pass it on when you see a prompt that reminds you of them.
- Candid Stories - It’s all about keeping it real on the ‘gram these days and the new candid story option is no exception. Capture what you’re doing right now in a story that’s only visible to other friends who also share their candid update.
- Group Profiles - The new update will allow you to create and join a new Group Profile where you can share posts and stories in a seperate dedicated profile that is only visible to the profile and members.
- Collaborative Collections - Connect with friends who have the same interests by saving posts to a collaborative collection in your group or DMs!
How will the latest social media news affect business?
All of these new updates reinforce Instagram’s focus on supporting connections and private interactions on the platform.
The Group Profile update and Collaborative Collections features are of particular note to businesses, who can begin to think of new ways to engage their audience.
Group Profiles could be a great way to promote community building and interaction for your brand, by using this new feature to encourage members to share additional content such as behind the scenes content or UGC (think things like recipes using your product or users #OOTD featuring your brand).
The Collaborative Collections feature further entices brands to ensure content that is being posted is of high value so it is more likely to be saved in a collaborative collection group / DM.
Do you want to discuss the latest social media news or your social media strategy with our expert team? Get in touch today.
Want to keep up with our latest business news on LinkedIn? Follow us here.
Is it time to BeReal?
By now, you've no doubt heard about BeReal. BeReal is a photo-sharing app that prompts users to post once per day, at the same time as all of their friends. There is no opportunity to add a filter, or edit the image, which is taken by both your front and back camera at the same time.
Launching in 2019, it was mid-2022 when the app really took off. As of October 2022, it was the top social networking app on the App Store and has been installed over 29.5 million times.
BeReal's key demographic in Australia:
- Female: 98.7%
- Male: 1.3%
- Age:
- 16-25: 90.7%
- 26-44: 2.1%
- 45+: 7.3%
Are brands on BeReal?
Well, some are. Brands like Chipolte have cleverly used the app to post a different promotional code each day, building hype and anticipation for the once-a-day post to go out. Moreso, we are seeing the dual-camera format being replicated on other apps, as a meme that is directly relevant to key target demographics in the 16-25 bracket.
Why is it so popular within this age bracket? "This is what Gen Z wants from social media: unfiltered, uncurated content that doesn’t ask you to buy anything or make you feel bad about your life. It’s a fun place to be. And at the end of the day, that’s all that matters." - Hootsuite
It's also important to keep in mind that both TikTok + Instagram are working on BeReal features within their own apps - which speaks to BeReal's true power in 2023.
Do you want to discuss BeReal and how it could be integrated into your social media strategy with our team? Get in touch today.
Want to catch up with us on social media? Visit us on Instagram.
A guide to nailing social media trends
Every social media strategy in 2023 needs a pillar dedicated to social media trends.
While every business’ approach will vary, an awareness of trends and ability to adapt quickly to platform changes is so important in todays’ landscape.
Some key tips to nailing social media trends within your content strategy are:
💙 Make sure you’re staying on top of what’s trending every week. (If you subscribe to our Social Media Trends Report, this will magically land in your inbox weekly - no scrolling required!
💙 Identify when trends are relevant to your business. Some trends will work for your brand and your objectives, and some wont! There’s no need to try to jump on every trend that emerges - be selective and utilise trends that work best with your authentic tone of voice
💙 Act on trends quickly. There’s no time for a 4 week approval process here - if you’re not acting on a trend within 48 hours, you’re too late
💙 Create and edit your content within platform where you can. Stats are suggesting that native content created within app outperforms content designed and edited elsewhere
💙 Remember that trending content doesn’t need to be perfect. While it can be challenging for brands to move away from slick, professionally designed content that has been through months of revisions and approvals, we know that the audience today is craving authenticity. Not every piece of content you share needs to be perfect - it just needs to create positive sentiment with your audience
If you are keen to update your 2023 social strategy to include authentic, fast moving, native or trending content, subscribe to our Weekly Social Media Trend Report.
When you sign up you’ll receive:
💙 A report of trending content, magically landing in your inbox each week
💙 Actionable content prompts to tap into trends
The cost? $10 per week. No scrolling required, no minimum sign up, cancel anytime.
Sounds pretty good right?
Click here to learn more and subscribe!
Social Media News, September 2022
Here is the latest Social Media News this month.
A Hootsuite and We Are Social study has found that in the last quarter of 2022, a major slowdown of social media growth has occurred —an expected finding in the post-pandemic world. Social media user growth is continuing to level off, leaving us with an incremental increase (1.0% to be exact) that signals we’re moving back to a period of slow and steady growth.
Tiktok continues to grow, grow, grow! Over half a million new users joined the platform every single day last quarter, with the number of people using TikTok for news doubling since last year. The report also found that people spend more time on TikTok each day than any other social app, meaning brands have a great opportunity to engage audiences in a fun, entertaining, and educational way. Key takeaway: Make sure Tiktok is a part of your social media marketing because its power is WILD.
Reels are here to stay. Consider this your reminder to continue sharing Reels on Instagram because they aren't going away anytime soon! The ad audience for Facebook Reels has increased by a massive 279% in the past 3 months, which means you can now reach 473.5 million users. You can also reach a staggering 754.8 million users with Instagram Reels ads. So what can we takeaway from this? This is proof that short, entertaining, less polished videos are an unbeatable way to reach your audience on social.
Whilst Facebook might be the grandad of social media networks, it drives a whopping 75.27% of all website traffic generated by social. Why? Because links are currency on the platform. The takeaway? Where possible, drive traffic to a website via links in posts.
We hope you enjoyed the latest social media news.
Want to chat to our team about managing your social media platforms? Reach out today.
Instagram News, July 2022
Another month, another Instagram update! Here is the latest Instagram news.
Instagram Pin Feature
Instagram has a new feature allowing you to pin posts to the top of the feed. We see this being useful for highlighting the following:
- Competitions: Keeping competitions at the top of your feed
- New Launch/Product: Having a new product launch at the top of the feed
- Top performing posts: If a reel went viral you could pin it to the top of the feed
This feature will be beneficial to many brands and we are eager to test it out on our client campaigns.
In other Instagram news, engagement rates are trending down on traditional feed posts
Based on a Later study of 81M Instagram posts, the average engagement rate for feed posts in 2019 was 5.16%. By the end of 2021, this number decreased to 2.88%.
The downward trend is consistent for all traditional feed posts (images, carousels, and videos).
Traditional video feed posts saw the greatest decline year-over-year on average, while carousel posts consistently performed the best in terms of engagement
Why have traditional Instagram Feed Posts seen a decline in performance?
In a nutshell: The introduction of Instagram Reels in August 2020.
It’s no secret that Reels are a priority for the app, and as such, other post types have taken a back seat.
In order to boost engagement on the app, it’s important to include Reels and also carousel posts in your social media posting schedule.
Do you need assistance in staying across the latest Instagram news and managing your social media channels? Get in touch with our team today.
Want to stay up to date? Visit us on Instagram.
Want to chat to our team about Instagram Reels content creation? Reach out to our specialist team via email, info@staging.project-progress.net
