The 90-Day Social Media Rollout Plan: From Zero to Operating System

Month 1: Foundation - Audit, Strategy & Infrastructure

Week 1-2: Complete social audit across all platforms. Document current followers, engagement rates, content performance, competitor benchmarks, and audience demographics. Identify the 3 biggest gaps between your current performance and category benchmarks.

Week 3-4: Build the strategic foundation. Define your four content pillars and their ratios. Create a brand voice document with Hinglish guidelines. Set up your measurement stack (GA4, CAPI, UTM taxonomy). Establish your content calendar template and approval workflow (Fast Track: 2 hours for trending content, Standard: 24 hours, Legal Review: 48 hours). Hire or assign: content creator, community manager, and paid media specialist.

Month 2: Production - Content Engine & Creator Partnerships

Week 5-6: Launch the content engine. First filming day produces 20+ raw assets. Set up the AI-assisted creation pipeline (Opus Clip for video repurposing, caption AI for variants, scheduling tools for multi-platform distribution). Begin daily publishing - even if the first content isn't perfect, the algorithm rewards consistency.

Week 7-8: Activate creator partnerships. Identify and brief 5-10 Tier 1 micro-creators (10k-50k followers) in your category. Launch first creator collaborations with full usage rights. Begin building your UGC library with customer-generated content. Start community management with the tiered response matrix.

Month 3: Scale - Paid Amplification & Optimisation

Week 9-10: Launch paid campaigns. Begin with Reels Ads and Click-to-WhatsApp as your two primary formats. Set up the Creative-First Pyramid (broad targeting + 20 creative variants). Allocate budget: 60% prospecting, 30% retargeting, 10% loyalty. Run your first A/B creative tests with 7-day sprint cadence.

Week 11-12: Optimise and report. Compile your first monthly performance report covering organic reach, engagement, paid ROAS, creator ROI, and community growth. Identify your top 3 performing content types and double down. Kill the bottom 3. Set Month 4-6 targets based on actual data, not assumptions.

Months 4-12: Capability Expansion & Maturity

Month 4 - Capabilities: launch WhatsApp commerce flow, activate in-app shopping on Instagram, begin YouTube long-form content. Month 5 - Network Scale: expand creator network to 25+ partners, launch employee advocacy program on LinkedIn, enter Reddit with value-first content strategy. Month 6 - Intelligence: implement MMM/incrementality testing, build first-party data lake, launch AI-powered personalisation.

Q2 (Months 7-9) - Integration: connect all channels into a unified content operating system. Cross-platform attribution, automated reporting, and real-time dashboards. Q3 (Months 10-12) - Automation: automate 60%+ of content distribution, community response, and reporting. Scale the Content OS to handle 3x volume with the same team. Q4 and beyond - Excellence: achieve benchmark-beating performance across all channels, with a self-improving system that compounds learnings month over month.

The tool stack to support this: Northbeam or GA4 for analytics, Brandwatch for social listening, Grin or Tagger for creator CRM, ChatGPT/Claude for AI-assisted content, and Meta Business Suite + Google Ads for paid management. KPI dashboards track MER (North Star), share of search, hook rate, blended ROAS, incremental CAC, repeat purchase rate, and 12-month LTV.