Social media agency — three platforms run as one system, measured in pipeline meetings.

A real social media agency owns four things: (1) editorial direction across platforms — angles, formats and a shared calendar; (2) organic production — short-form video, founder posts, company-page posts and stories; (3) paid amplification on the strongest organic assets, with a clear cost-per-meeting target; (4) monthly reporting in pipeline numbers — sales-qualified meetings booked, pipeline value attributed, cost-per-meeting on paid. Anything that stops at follower or reach charts is social media management, not a social media agency.

(1) Editorial calendar — one shared roadmap across platforms, not three. (2) LinkedIn — founder/leader profile and company page as the B2B backbone. (3) Instagram — Reels and carousels for brand and recruitment surface. (4) TikTok — short-form vertical video where it fits the customer's audience. (5) Paid — Ads on the platforms above, never a fourth retainer. One named editor owns the account. Out of scope: Facebook organic, Twitter/X, every emerging network of the month, follower-buying, AI-generated comment spam.

Three platforms fit on one editorial calendar without dropping quality. LinkedIn carries the B2B pipeline conversation — founder/leader profile plus company page. Instagram carries the brand and employer-brand surface — Reels and carousels. TikTok carries short-form vertical reach where the customer's actual audience is — not where the agency wants to look modern. Seven platforms run by one team is thin work everywhere; Ellary refuses retainers that demand presence on every emerging network.

Paid social is amplification on the strongest organic assets, not a separate creative track. LinkedIn Ads and Meta Ads run on a per-meeting cost target reviewed at month one, refined at month three. TikTok paid is added only when organic shows a working format. Budget is the customer's; agency fee is the retainer. No commission on ad spend — the model that quietly inflates budgets in most agencies.

Monthly report on four lines: sales-qualified meetings booked from social (organic + paid), pipeline value attributed to social-sourced meetings, cost-per-meeting on paid (per platform) and a single qualitative read on brand surface. Follower and impression counts are diagnostic only — they don't drive the contract. If the meetings + pipeline lines don't move within 90 days the retainer is reassessed.

Ellary audits the current social presence, paid history and pipeline contribution before any retainer starts. The call is structural — what the editorial + paid calendar should ship in the first 60 days — not a sales pitch.

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