Service 22 · Social
Strategic social media communication is part of how NMG positions brands: the public voice that compounds into recognition, mentions, and demand. We run organic and paid as one program for B2B and ecommerce, LinkedIn, Instagram, Facebook, YouTube, and X, each channel with a stated job and a number attached.
Posting is easy; positioning is the work. The program starts where our search work starts, with research: who your buyers are, what they ask, which conversations your category lives in, and what your brand can say that competitors can't. That becomes a messaging platform and three content pillars per brand, each pillar tied to a business objective.
Every channel then gets a stated job. LinkedIn might carry authority and founder voice for a B2B brand; Instagram and YouTube might carry product proof for ecommerce. A channel without a job doesn't get a calendar.
Organic publishing tests the message: formats, hooks, and topics read against real engagement from the audience that matters. Paid amplification then puts budget behind what organic validated, through the same Meta and LinkedIn practices that run our clients' ad accounts, so creative learnings move between organic and paid instead of living in silos.
Community management closes the loop: comments answered, conversations joined, and inbound DMs routed to sales with context. UTM discipline covers every profile and post link, and a 'how did you hear about us' field catches the discovery social creates but click paths never show.
Brand mentions across the web correlate with AI visibility roughly twice as strongly as domain authority, and YouTube mentions correlate strongest of all, the findings our AI search practice is built on. Social is where mention velocity gets manufactured: the posts, communities, and video that put your brand in the conversations AI systems retrieve from.
So the social program and the GEO program share a target list: the topics, formats, and surfaces where presence turns into citations. Social stops being a vanity channel and becomes part of the retrieval infrastructure.
Mention and Meltwater run the listening layer: brand mentions, competitor share of voice, and the conversations worth joining, surfaced weekly.
Reporting reads in operator terms: qualified engagement from accounts that match your ICP, audience growth inside the segments you sell to, social-sourced pipeline from tracked links and self-reported attribution, and mention velocity as the AI-visibility feed. Likes are an input, never the scoreboard.
Buyers, conversations, and competitors mapped; the messaging platform written.
A stated job and target per channel; three content pillars per brand.
Formats, templates, and a calendar your team can sustain.
Consistent shipping, community management, and DMs routed to sales.
Paid budget behind organically validated content, via Meta and LinkedIn.
Pipeline, mentions, and qualified engagement read monthly; pillars re-weighted.
The program runs research first, calendar second: a messaging platform and three pillars per brand, every channel with a stated job, organic validating what paid amplifies. Measurement stays in operator terms, qualified engagement, mentions, and pipeline, on a cadence your leadership actually reads.
What we do
What you get
What we do
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What we do
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Weeks 1–2
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The stack we run for this
Meta Ads Manager
LinkedIn Campaign Manager
Mention
Meltwater
Supermetrics
Google Analytics 4
Looker StudioWherever your buyers actually spend attention, which is a research question, never a default. B2B programs usually center on LinkedIn with YouTube for depth; ecommerce brands usually center on Instagram, Facebook, and YouTube with the rest in support. Each channel gets a stated job, and a channel without a job doesn't get budget.
Yes, as one loop. Organic tests messages and formats against real audience response; paid puts budget behind what organic validated, through the same Meta Ads and LinkedIn Ads practices documented on this site. Creative learnings move in both directions.
Yes. Strategy, copy, and creative direction run against the pillar system, posts, carousels, and short video edits, with your approval workflow built in and your subject-matter experts pulled in where authority demands it.
Brand mentions correlate with AI visibility roughly twice as strongly as domain authority, and social is where mention velocity gets built. The social program shares a target list with our GEO practice: the topics, communities, and video surfaces AI systems retrieve from when they answer questions in your category.
Qualified engagement from accounts matching your ICP, audience growth inside the segments you sell to, social-sourced pipeline from tracked links plus self-reported attribution, and share of voice against named competitors. Likes are an input; the scoreboard is pipeline and presence.
Yes: response windows agreed up front, comments and conversations covered daily, and inbound DMs routed to sales with context attached, so interest never dies in an unwatched inbox.
Adjacent disciplines