Social Media & Content Management

Our social media service stands on two pillars: planned management of accounts and ads, and the professional content production that feeds that plan. A good ad setup loses impact with a weak visual; a great shoot that doesn't reach the right audience stays a post seen by just a few followers. That's why we run both sides within the same team, on the same calendar.

Ad-driven growth. Regular organic posting builds brand trust and continuity, while ads carry that content to people who don't know you yet. When we see which content performs well organically, we turn it into an ad, and the message that stands out in ads becomes the topic of upcoming posts.

• Instagram Ads: Audience-focused ad campaigns
• Meta Ad Management: Facebook and Instagram advertising
• Social Media Management: Planned posts, content and brand voice
• Reels Content Production: Short video, trends and campaign content
• Drone Footage: Venues, facilities, projects and promotional shoots
• Real Estate Shoots: Villas, homes, land and project showcases
• Company Showcase: Corporate video and brand storytelling
• Restaurant Content: Menu, food, venue and campaign shoots
• E-Commerce Ads: Product-focused ads and sales content

Social media management means planning a brand's social media accounts around a specific goal, producing and publishing content, supporting it with ads and measuring the results. Posting is only the visible part of the job. Behind it are decisions such as who you're speaking to, what message to deliver, which format to use, which day a post goes out and how incoming messages are answered.

When customers want to get to know a business, they no longer look only at Google; they go straight to Instagram. An account whose last post was months ago raises the question “is this business still open?” An account that doesn't reply to comments and leaves messages waiting for days also loses interest. A regular, consistent, high-quality account, on the other hand, lets the first contact start with trust and shortens the sales conversation.

Social media's contribution to a business comes down to three things: awareness, trust and demand. Awareness means reaching people who don't know you yet, and is largely achieved through ads and shareable content. Trust is built by the content quality, real photos and reviews a visitor sees on the account. Demand means measurable actions such as messages, calls, bookings, forms or orders; on a well-managed account every post serves at least one of these three.

Social media isn't a channel that works on its own either. How the brand voice is built is shaped by brand management work, and the page that greets visitors from ads is shaped by the web infrastructure. A business that looks strong on social media but has a slow website or replies to messages late can't turn the interest it wins into sales.

• Strategy: audience, message, channel and metrics
• Content: posts, Reels, Stories, carousels and copy
• Production: photo, video, drone and venue shoots
• Advertising: Instagram and Facebook campaigns
• Community: comment and message handling
• Measurement: reach, engagement, message and conversion tracking

The answer to how social media should be managed isn't a single posting tactic but four consecutive steps: analysis, ad setup, content production and measurement. Each step uses the output of the one before. Content made without analysis speaks to the wrong audience, and ads run without measurement don't show where the budget goes.

When preparing the content plan, we group content by purpose: content that introduces (products, services, venue), content that builds trust (team, process, customer experience, behind the scenes), content that informs (FAQs, usage tips, guides) and content that drives sales (campaigns, bookings, limited offers). When these groups are balanced across the calendar, the account turns neither into a billboard that's always selling nor into an album of pretty photos.

• Audience and competitor notes are put in writing
• Content is grouped by purpose and spread across the calendar
• Campaign periods and season dates are marked in advance
• Copy, visuals and a call to action are prepared together for every post
• The approval process and posting times are set from the start

On Instagram, every content format has a different job. Reels are for reaching new people, carousel posts for explaining information and details, Stories for daily contact with existing followers, and the profile and Highlights for introducing yourself to first-time visitors. Instagram management means using these formats together according to your goal.

When planning Reels, the first seconds are decisive: viewers decide very quickly whether to keep scrolling. That's why in our Reels we show the product, venue or result right at the start, put the text on screen so it works with the sound off, and produce the video in vertical 9:16 format at 1080×1920 pixels. We keep key elements such as text and logos outside the areas covered by the app interface at the top and bottom.

Feed posts use 1:1 square and 4:5 vertical formats; 4:5 posts are usually preferred because they take up more space on a phone. Carousel posts are ideal for showing the steps of a service, the details of a product or the rooms of an apartment in sequence. Making each swipe spark curiosity for the next, and clearly stating the next step on the last slide, increases the format's effectiveness.

• Do your profile name and username match what people search for?
• Does your bio say what you do, where you are and how to reach you?
• Does the link in your profile go to a correct, up-to-date page?
• Do your Highlights cover the menu, price list, common questions, location and reviews?
• Are your recent posts consistent with your brand colors and typography?
• Is it a business account with contact buttons (call, directions, message) enabled?
• Is it clear who replies to messages and comments, and how quickly?

Instagram and Facebook ads are managed from the same place, Meta Ads Manager. The Boost Post button may look like a quick fix, but many targeting, measurement and testing options exist only in Ads Manager. That's why we treat Meta ad management as a setup that starts with the campaign objective and continues with audience, creative, budget and measurement.

The campaign objective is the most important decision, determining who Meta shows the ad to. Ads Manager has six main objectives: awareness, traffic, engagement, leads, app promotion and sales. If a restaurant that wants messages and an e-commerce company that wants orders from its website choose the same objective, one of them will spend its budget on the wrong people. We choose the objective based on the result the business actually wants.

An ad's effectiveness also depends on where the person who clicks ends up. If an ad promotes a campaign, visitors should land not on the homepage but on a page built for that campaign; that's why we create landing page design. We describe the broader ad setup, including Google Ads and retargeting, on our digital marketing page.

• Campaign objective: messages, traffic, leads or sales
• Audience: location, age, interests and custom audiences
• Retargeting: reminders for people who visited the site or account
• Creative: separate designs in Reels, Story and feed sizes
• Measurement: Meta Pixel, Conversions API and conversion definitions
• Testing: comparing different visuals and copy

Each of our service areas can be booked on its own, but they deliver the best results when run together on the same calendar and in the same brand voice. When one drone shoot can be used for Reels, ads and website visuals alike, the production cost is spread across several channels.

Social media management delivers real results when content, ads, shoots and reporting run together.

The biggest obstacle to sustainability on social media is a shortage of content. Trying to snap a phone photo every week for a new post quickly turns into a low-quality, repetitive feed. Instead, we build a content library through planned shoot days and feed the calendar from that library.

We list in advance what will be shot on a shoot day: short vertical scenes for Reels, 4:5 photos for the feed, short moving clips for Stories, attention-grabbing first-second videos for ads, and horizontal images for the website. We plan product-heavy work together with our product photography service, and promotional films and campaign production with our creative production service.

On the design side, we prepare post and Story templates with the brand's colors and typography. Templates exist not to make every post look the same, but to make the account recognizable at first glance; different content types such as campaigns, announcements, information and customer reviews use different templates from the same family.

• Instagram Reels
• Story Design
• Meta Ads
• Post Design
• Video Editing
• Drone Footage
• Real Estate Shoots
• Company Showcase
• Product Shoots
• Venue Shoots
• Hotel
• Restaurant
• Construction
• E-Commerce
• Local Business

A hotel guest and a real estate buyer don't ask the same questions; one may decide in a few days, the other in a few months. That's why we set the content type, posting frequency, ad objective and metrics according to the industry.

We don't plan social media management, ad management and shoots as separate jobs, but as one system that supports your brand's digital growth.

Managing social media yourself can be a sensible start, especially for a newly opened small business. You know the business best and you catch daily moments fastest. The problem is that when business gets busy, social media is the first thing to be postponed; irregular posts, unanswered messages and inconsistent visuals gradually erode the account's credibility.

An in-house social media specialist focuses on the brand full time and produces daily content quickly. But expecting one person to handle strategy, design, photography, video editing, ad management and reporting at the same quality is unrealistic. A social media agency brings these skills together; in return, regular communication and a quick approval process are needed so it doesn't drift away from the business's daily rhythm.

In practice, the best results often come from a hybrid setup: strategy, shoots, design, ads and reporting with the agency; spontaneous daily posts and direct conversations with customers with the business. We put in writing from the start who does what, how approvals are given and who messages are routed to. When choosing an agency, we recommend asking the questions below; you'll also find a detailed guide on our digital agency page.

• Does it ask about your customers, season and competitors at the first meeting?
• Is it defined in writing how success will be measured (messages, calls, bookings, sales)?
• Do admin rights to the ad account, Facebook page and Instagram account stay with you?
• Are shoots, design, video editing and ads done by the same team?
• Do the reports include business results such as messages and conversions, not just likes?
• Is it clearly stated that follower counts, engagement rates or sales are not guaranteed?
• Does it stay away from tactics that harm the account, like bought followers or engagement?

Aurora Yazılım has been based in Edremit, Türkiye since 2006. As a social media agency in the region, our biggest advantage is knowing businesses' real conditions up close: the summer surge of visitors in the coastal resorts, Güre's thermal tourism, the distinct local markets of nearby towns and the needs of local producers. Being able to be on site for shoots and make quick decisions during peak season also comes from this proximity.

For many businesses in the region, revenue is concentrated in a few months of the year, and booking decisions are made weeks before the holiday. That's why we divide the social media plan into three periods: pre-season, in-season and post-season. Before the season, shoots are done and the content library is prepared; during the season, ad and Story intensity is increased; after the season, the data is evaluated and a calmer communication aimed at local customers continues through the winter.

Alongside clients in the Balıkesir region, we also work remotely with businesses in other cities across Türkiye, in Germany and in the US. Strategy meetings are held online, the content calendar and designs are submitted for approval digitally, and reports are shared regularly; work that requires shoots is planned separately. You can read more about our team and approach on our about us page, and for a planning call reach us via our contact page or call +90 541 557 57 59.

• Edremit, Akçay, Güre, Altınoluk and Küçükkuyu
• Burhaniye, Ayvalık, Havran and Gömeç
• The wider Balıkesir province and cities across Türkiye
• Remote work for businesses in Germany and the US