The Working Relationship
How MorrowLane approaches each client engagement — from the first conversation to ongoing management.
Five stages. Each one builds on the last. The process is designed to be organized, transparent, and practical.
Understand
Learning your business before anything else.
The first stage is a conversation. Richard takes time to understand your business, your audience, the platforms you are currently using, and what a consistent social media presence should look like for you.
This is not a quick intake form. It is a genuine effort to understand your business context before making any decisions about content, direction, or scheduling.
Nothing is assumed. Everything is confirmed directly with you.
Organize
Creating structure before publishing begins.
Once there is a clear picture of your business, the focus shifts to organization. Content themes are identified, a posting schedule is established, and the framework for ongoing management is put in place.
Existing content assets are reviewed and organized. Any gaps are identified and a plan is made to address them.
By the end of this stage, there is a clear structure in place — not just an idea of what to do.
Prepare
Getting content ready before it goes live.
Content is drafted, captions are written, and assets are prepared in advance. Nothing is published reactively.
A content calendar is populated with planned posts. Each piece of content is reviewed to ensure it aligns with your business voice and the direction established in the previous stage.
This preparation stage is what makes the publishing rhythm reliable.
Manage
Consistent publishing without your daily involvement.
Posts go out on schedule. The publishing rhythm is maintained whether you are working, traveling, or unavailable.
Richard manages the day-to-day coordination of your social accounts — keeping content moving, monitoring for anything that needs attention, and maintaining the structure established in earlier stages.
You stay informed without being involved in the operational details.
Review
Regular check-ins to keep the approach relevant.
On a regular basis, the approach is reviewed. What is working is identified. What needs to change is adjusted.
This is not a dramatic overhaul every month — it is a steady process of refinement based on what the data and your feedback indicate.
As your business evolves, the social media approach evolves with it.
The process starts with a conversation.
Reach out to discuss your business, your current social media situation, and whether MorrowLane is the right fit.