Service · Social media
Social media strategy and content
Building a presence with something to say.
At Mariona Agency we develop content strategies and social media pieces that keep a clear relationship with the brand. We organise topics, messages and formats so that communication has continuity and serves a purpose. We combine editorial direction, design and visual production according to the needs of each channel and of the team that runs it.
Continuity needs editorial judgement
Posting often is not enough to build a recognisable presence. You need to decide which topics belong to the brand, what it has to say about them and how everyday content relates to campaigns. That foundation helps avoid isolated posts, or posts that depend on every passing trend.
We work with what the company actually does: product, knowledge, projects and the moments when it connects with its audiences. We choose approaches and formats that can be sustained with the resources available. The calendar organises production, but it must leave room for what happens in the brand.
How we see social media
Posting often isn’t enough for a brand to be recognised.
We choose what the brand talks about and how it can be recognised in every format.
Every post adds to a presence with something to say.
Animation: a grid of unrelated posts is sorted by topic and given one visual standard; then each post contributes part of a figure that can only be seen whole when they are all together.
Clear Flow and Human First
A clear editorial line saves decisions every week: what to post, in what format and in what tone. We organise topics, calendar and approvals so the team can produce consistently, without improvising.
On the other side are people who decide in seconds whether something interests them. We post to give them something, not to take up their screen, and we leave room to reply and to talk.
What we can work on
Approach and content pillars
We define communication goals, audiences and priority topics. We agree the role of each channel and what kind of content it makes sense to develop there.
Visual system and tone
We set criteria for imagery, design, copy and motion. The brand should be recognisable across different formats without turning every post into the same template.
Content production
We create the agreed pieces: photography, video, animation, designs and copy. We plan material needs and adaptations so the whole keeps its quality and consistency.
Planning and review
We organise the calendar and the approval workflow. When monitoring is included, we review the available data and relate it to the defined goals to guide new decisions.
Content that can be sustained over time
Any plan is shaped by the capacity to produce and approve content. We fit the formats and the organisation to that reality so the system is useful to the team. We also distinguish between editorial content, campaign posts and promotional pieces. Being clear about their role means each one can be judged in the right context.
How we organise the brand’s presence
Understand
We review channels, audiences, materials and how the team works.
Clarify
We define goals, topics and criteria for selecting content.
Design
We develop the language and produce the planned pieces.
Refine
We review legibility, tone, adaptations and the approval process.
Launch
We deliver or publish according to the scope, and review the information we agreed on.
Case study
Communication and point of sale
Pranarôm
The work for Pranarôm connected social content, photography, art direction, trade fairs and point-of-sale materials. One identity was developed across digital and physical formats with different needs.
See the case study: PranarômQuestions about social media
Do we need to be on every platform?
No. It is best to choose channels according to the audience, the type of content and the resources that can be sustained. A scattered presence can make consistent communication harder.
Does it include posting and community management?
Those responsibilities are set out in the scope. We can develop content for an in-house team; posting, replying to messages and managing campaigns need to be defined specifically.
Can you work with existing photos and videos?
Yes. We review their quality, usage rights and how they can be adapted. From that material we identify what is missing and which new productions to prioritise.
Let’s give continuity to what your brand has to say
Tell us which channels you use and how you work on content. We’ll define a presence that fits your reality.
Let’s talk about your content