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Channel strategy
Which platforms deserve investment and which do not. Most organisations are better served doing two channels properly than five badly, and we will name the ones to drop.
A ninety-day content calendar instead of posting when someone remembers
Inconsistency is the single biggest cause of flat social performance, and it is almost always a planning failure rather than a creative one. We work to a ninety-day calendar approved in advance so posting does not depend on anyone's spare afternoon.
In short
What is social media?
Social media management is the ongoing operation of an organisation's social channels: deciding which platforms are worth the effort, planning content against a calendar, producing and publishing it, responding to comments and messages, and reporting what worked. BridgePoint manages social media for Indian companies, educational institutions and individual founders, working to a ninety-day content calendar approved before the quarter starts, typically at twelve to twenty pieces of content a month. Community response times and escalation rules are agreed in writing at the outset.
What's included
What you actually get
Every item below is part of the standard engagement, not an upsell.
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Ninety-day content calendar
A quarter of content planned by theme, format and date, approved before it starts. Typically twelve to twenty pieces a month depending on scope.
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Content production
Copy, static design, carousels and short-form video edits, produced against the brand guidelines rather than invented per post.
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Community management
Comments, DMs and mentions handled to an agreed response window — usually within four working hours — with a written escalation path for complaints and sensitive queries.
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Founder and institutional LinkedIn
Ghostwritten posts for founders, directors and vice-chancellors built from real interviews, plus the organisation's own page cadence. Two to four founder posts a week is a sustainable rhythm.
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Campus and student content
Student voices, faculty features, placement stories, campus events and admission-cycle content for institutions, with consent and usage permissions collected properly.
Scope
How engagements are shaped
Strategy only
Advisory
Channel strategy, content pillars and a calendar template your in-house team executes.
8–12 posts/month
Managed — single channel
One platform run end to end, usually LinkedIn or Instagram.
16–20 posts/month
Managed — multi-channel
Two to three platforms with format-appropriate content and community management.
Multi-handle
Institutional programme
Central handle plus department, school or campus handles working to one calendar and one voice.
Deliverables
- Written channel strategy with content pillars
- Ninety-day content calendar approved before the quarter begins
- Monthly content production: copy, design and short-form video edits
- Publishing and scheduling across agreed channels
- Community management to an agreed response window with escalation rules
- Monthly report on reach, engagement rate, follower growth and link clicks
Scope and deliverables are confirmed in writing before work begins. If something here does not apply to your situation, we take it out rather than bill for it.
Process
How the work runs
01
Understand
A working session on what you actually need — the role, the mandate or the outcome. We put the brief in writing and you sign it off before work starts.
02
Plan
A scoped plan with owners, timelines and the numbers we will report against. If the brief is unrealistic on budget, market or timeline, we say so here.
03
Execute
Delivery against the plan, with a weekly written update whether or not there is good news. Silence is not a status report.
04
Review
Results measured against what we agreed at the start, with an honest read on what worked, what did not, and what we would change next cycle.
FAQ
Social Media — questions
How many posts a month do we actually need?
Eight to twelve on a single channel is enough to hold presence; sixteen to twenty across two or three channels supports active growth. The number matters less than consistency — four good posts every week beats twenty in one week and silence for a month.
Will follower count go up?
Usually, but it is a weak measure and we do not sell against it. Followers can be bought and bots inflate the number. We report engagement rate, saves and shares, profile visits and link clicks, because those track intent rather than vanity.
Who writes the founder's LinkedIn posts?
We do, from recorded interviews with the founder, and every post is approved before it goes out. Ghostwriting only works when the raw material is genuinely theirs — invented opinions read as invented, and the audience notices within a few posts.
Do you handle negative comments?
Yes, to an agreed protocol set before we start: what we answer directly, what we move to DM, what we escalate to you and what we do not engage with. Deleting legitimate criticism is usually the worst available option, and we will advise against it.
Can you manage separate handles for different departments?
Yes. For universities we typically run a central handle plus school, department or placement-cell handles on one shared calendar, with a common voice and clear rules on what each handle owns. Without those rules, multi-handle setups contradict each other in public.
Related services
Often needed alongside this
Talk to us about social media
Tell us the situation and we will give you a straight read on scope, timeline and whether we are the right firm for it.