SMO - Organic social media
Strategies for growing your organic presence on social media.
Social media algorithms: definition, ranking signals and what they mean for your posts
How the Facebook, Instagram, LinkedIn and TikTok algorithms rank posts: the signals, and average organic reach.
Read the articleHow do you audit your social media?
A 6-step social media audit method: profiles, content, reach, engagement, competitors and an action plan, with 2026 benchmarks.
Read the articleWhat are the video best practices for social media?
Formats, lengths, hooks and subtitles: the 2026 video best practices for Instagram, TikTok, LinkedIn, YouTube and Facebook, with retention benchmarks.
Read the articleHow do you write a clear brief for an SMO provider?
An 8-section SMO brief template for framing a community manager or an agency: objectives, audiences, tone, rhythm, sign-off, KPIs and budget.
Read the articleWhat budget should you plan for outsourced SMO management?
2026 rates for outsourced social media management: freelancer, agency, monthly retainers, hidden costs and a comparison with an in-house role.
Read the articleHow do you build an editorial calendar for social media?
Building a social media editorial calendar: pillars, rhythm per network, the essential columns, 2026 tools and a monthly routine.
Read the articleHow do you choose a good agency or a good freelance community manager?
How to choose a freelance community manager or an agency: criteria, questions to ask, a scoring grid, warning signs and the selection steps.
Read the articleHow do you define the right KPIs for your marketing objectives?
An objective-to-KPI matrix for social media: which metrics to track for awareness, traffic, enquiries or recruitment, and which to set aside.
Read the articleHow do you analyse your social performance?
The routine for analysing social performance: where to find the data, what to read each week and each month, how to diagnose a fall and how to decide.
Read the articleCommunity management: definition, remit and organisation
A definition of community management, the daily remit, the skills, the time each network takes, and how it differs from social media management in 2026.
Read the articleEvergreen vs trending content: definitions and balance
Evergreen and trending content on social media: definitions, shelf life, the recommended split, recycling and the metrics for each.
Read the articleA definition of engagement: likes, shares, comments
A definition of engagement on social media, the weight of each interaction, the formulas for calculating the rate, and 2026 reference values by network.
Read the articleHow do you increase engagement on your posts?
The levers that increase a post's engagement: hook, format, call to action, timing, replies and testing, with the effects observed in 2026.
Read the articleShould you post every day on social media?
Posting frequency on social media in 2026: what the data shows network by network, and the point of diminishing returns.
Read the articleHow do you manage your presence across several social networks?
A method for managing several social networks: choose a main network, adapt one piece of content into five formats, centralise moderation.
Read the articleHow do you use hashtags intelligently?
The real role of hashtags in 2026, network by network: the recommended number, what they still bring, what has replaced them, and how to choose them.
Read the articleWhich KPIs should you track to measure your SMO performance?
The SMO KPIs to track, with their formula and 2026 reference values by network: reach, engagement, clicks, conversions, growth and response time.
Read the articleWhat deliverables should you expect from an SMO provider?
The list of deliverables to require from an SMO provider: strategy, guidelines, calendar, content, moderation, monthly report — and what each should contain.
Read the articleHow do you choose between an awareness, traffic or conversion campaign?
Choosing between awareness, traffic and conversion for a social campaign: the decision criteria, and the content and metrics specific to each objective.
Read the articleWhich objectives should you set for an effective SMO strategy?
Which objectives to set for an SMO strategy: awareness, traffic, enquiries, loyalty. The SMART method, and metrics by objective.
Read the articleWhich tools should you use to create engaging visuals for social media?
Canva, Adobe Express, Figma, CapCut, Midjourney: the tools for creating engaging visuals and videos for social media, 2026 prices, and who each is for.
Read the articleWhat are the common traps with SMO providers, and how do you protect yourself?
The ten common traps with a social media provider: bought followers, vanity reporting, account ownership, generic content.
Read the articleHow do you install and configure a Meta pixel properly?
Installing the Meta (Facebook) pixel in 2026: creating it in Events Manager, deploying through GTM, standard events, the conversions API.
Read the articleOrganic reach: definition, 2026 figures by network and the levers for increasing it
Organic reach is the number of accounts that see a post without advertising. 2026 figures by network, and why it is falling.
Read the articleHow do you schedule your social posts effectively?
A method for scheduling your social posts: rhythm per network, the best 2026 time slots, and a weekly production session.
Read the articleSMO vs SEO: how do you make them work together?
SMO and SEO compared: objectives, timescales, content shelf life, measurement. What social media brings to search, and how to combine the two.
Read the articleHow do you adapt your tone of voice to each platform?
How to adapt your tone by platform: LinkedIn, Instagram, Facebook, TikTok, X, Google listing. Register, length, hashtags.
Read the articleHow do you sign off the ad creative a provider proposes?
A 12-point grid for signing off the ad creative an agency proposes: message, audience, visual, compliance, formats, variants to test.
Read the article