One place for every client’s social.

Account Manager

Sets the standard

Sets the standard this period is judged against, before anyone has seen the numbers.

takes in

The client brief, when the agency has written one — and the list of metrics this report can measure when it has not.

hands on

One sentence naming what this period is to be judged on — the line every page after it is written against.

decides

What good would have looked like, before anyone sees whether it happened. A standard set after the numbers are known is a rationalisation.

may not

State any figure at all. It is the one voice in your client’s report that writes before the numbers arrive, so it is given none to quote — and anything it produces carrying a digit, in any script, is thrown away rather than passed on. A standard written once the result is known is not a standard your client can hold you to.

if it fails

The report goes ahead with no stated objective. A missing standard costs you nothing — a standard bent to fit the result costs you the client’s trust.

Project Manager

Schedules and chases

Watches the clock in your client’s time zone and starts the report the moment the period closes.

takes in

Every reporting schedule you have switched on, and the clock in each client’s own time zone.

hands on

A period that is now spoken for, and a report under way against it.

decides

Whether the period has actually closed, and whether a report has already gone out for it.

may not

Send your client the same period twice. A period is spoken for before any work begins on it, so a restart, an update landing mid-way, or two people setting it off at once all end in one report — never two in your client’s inbox, days apart, disagreeing with each other.

if it fails

The period stays spoken for and the failure is recorded against it. Nothing tries again on its own — a report that may already have reached your client is the last thing that should go out a second time with nobody watching.

Data Analyst

Derives every fact

Turns your client’s own account data into the figures the report is allowed to use.

It is the only role that reads your client’s stored figures directly.

takes in

Your client’s numbers as they came out of their own accounts, for this period and the one before it.

hands on

A closed list of figures — every number the report may use, each carrying the account it came from, the period it covers and the unit it is in. Nothing outside that list reaches a page.

decides

Which numbers are worth working out — the middle of the range rather than the average, so one post that went viral does not redraw the whole month — and whether two periods can honestly be compared at all.

may not

Write a word of prose. It produces figures and nothing else; what those figures mean is another role’s job. That is what keeps a claim in your client’s report separable from the number under it — you can accept one and strike the other, and so can they.

if it fails

Everything stops here and no report is produced. There is no report without figures, and one built on a half-complete set would be wrong in a way nothing after it could catch — including you, reading it.

Paid Media Specialist

Reads how spend landed

Says how your spend actually landed across the period — and says nothing at all when there is nothing to say.

takes in

The delivery facts already derived from your data: the peak day, its share of the period, and the median day.

hands on

One reading of the shape of delivery, when that shape is worth a sentence.

decides

Nothing about spend. Whether the shape is even worth reading is decided before it, in code, from your own figures — so a flat month costs you nothing, because no model is called at all.

may not

Assert that a campaign ran. Delivery concentrated on three days is a fact about delivery; calling it a campaign is a claim about a decision nobody in this pipeline can see, and your client would know it was invented.

if it fails

The report says nothing about the shape of delivery, which is exactly what it said before this seat existed.

Copywriter

Writes each page

Writes the words on each page, using only the figures that belong to that page.

takes in

One page at a time, and only the figures that belong to it.

hands on

The words your client actually reads — the headline, the page copy and the recommendations.

decides

What a change means — the likely cause, the caveat it needs, and whether it is worth saying at all.

may not

Put a number on the page that is not in your client’s data. Every figure it writes has to match one on the Data Analyst’s list, and a page may use only the figures that belong to it — so it cannot reach across the report and borrow a bigger number to make a weaker page read better. A figure your client questions can be traced back to their own account while they are still in the room.

if it fails

A page that fails the check is rewritten once, and held back if it fails again. The report reaches you with a page missing rather than with a figure nothing stands behind.

Quality Editor

Reads the whole report

Reads the finished report end to end and fixes what only shows up when you do.

takes in

The whole document — every page at once, which no other role ever sees.

hands on

A headline that names what the report as a whole found, recommendations that follow from it, and a list of pages that repeat each other.

decides

Arrangement. Whether the lead is really the lead, and whether a recommendation is an action or the finding said a second time.

may not

Rewrite the pages. A problem of order is not worth reopening six paragraphs whose every figure has already been checked — and any change it does propose is checked against your client’s numbers again before it is accepted.

if it fails

The report is delivered exactly as it arrived. This step improves something already complete and already correct, so its failing must never cost your client the report.

Graphic Designer

Leads with the right figure

Decides which figure the cover leads with.

takes in

What the report concluded, and the list of figures eligible to lead.

hands on

The figure the cover leads with — the one number printed twice the size of the rest.

decides

Which measure the month was actually about. The default led with reach for every client every month, which is a rule, not a design decision.

may not

Write anything, or lead with a figure that is not on its list. Name a measure that was not on the list it was handed, and the choice is thrown away with the standard order left standing — so the worst thing your client ever sees on a cover is a defensible number, never an invented one.

if it fails

The cover leads with the standard order instead. A deck that opens on a sensible number is still a good deck.

Studio Assistant

Reads the creative

Reads the post screenshots you upload, so the report can talk about the work and not only the numbers.

takes in

The images you uploaded for this client, one at a time, and the language the report is written in.

hands on

A description of each image: what it shows, what it says, and the counts printed on it in Meta’s own interface.

decides

Nothing about the report. It describes what is visible in a picture — the one thing no warehouse can supply for a post nobody connected.

may not

Turn a count read off a screenshot into a metric. Meta’s interface and its API count differently, so a figure showing 12 comments beside a page reporting 9 is not a defect in either. What it reads travels as the image’s own words, never as a number your client could hold you to.

if it fails

The wall of creative prints without captions. Your report is worth more to your client than its illustrations.

Presentation Designer

Builds the deck

Builds the PowerPoint your client opens, from the document you approved.

takes in

The finished report, the style learned from your client’s own deck, and both logos — yours and theirs.

hands on

The .pptx your client is sent: laid out, and mirrored end to end when the report is in Arabic.

decides

Nothing about what the report says. Layout only — what fits on a page, how a panel wraps, where a figure sits.

may not

Change a word or a number. It composes what you approved; a renderer that quietly edits is a renderer whose output nobody checked.

if it fails

No deck is produced and the run says so plainly. Your report is held for review rather than sent to your client incomplete.

Print

Converts the deck to PDF

Exports the PDF from the finished deck, so the two files can never disagree.

takes in

The PowerPoint that was just built.

hands on

The PDF your client opens on a phone.

decides

Nothing. The decision — export from the deck rather than lay the pages out a second time — was made once, and this is it.

may not

Re-compose the pages. A PDF laid out independently drifts from the deck, and a client comparing the two finds a product that contradicts itself.

if it fails

The deck is delivered anyway. A missing PDF costs you a format, not the report.

Final Reader

Reads it as the client will

Reads the finished deck the way your client will, and names what only shows up once it is laid out.

takes in

The rendered pages as they will actually print — not the plan they were built from.

hands on

A note per page on anything that reads wrong on the page: a heading that overflows, a page repeating another, a figure with nothing around it.

decides

Whether the document is worth putting in front of a person. Everything before it checks one part; this is the only pass that sees the whole thing.

may not

Change anything. It reports, and what it found waits for you on the review screen. A last pass that quietly edits is a pass whose findings nobody ever reads.

if it fails

The report is offered for your review without its reading. Your approval gate does not depend on it.

Delivery Coordinator

Sends under your name

Sends the approved report to the channels you have connected.

takes in

A report you have approved, and the channels your agency has connected.

hands on

The message a client receives, with the deck and the PDF attached.

decides

Which recommendation the message leads with — read from the order the Quality Editor set, not chosen again.

may not

Improvise a line of the note your client receives. Everything it sends has already been written and already been checked against your client’s figures; letting it phrase even the covering note would put unchecked words in front of your client at the one moment nothing is left to catch them. It assembles the message from the approved report and sends it under your name.

if it fails

A channel that fails is recorded as a failure, never quietly skipped. A channel that was never set up counts as a delivery that did not happen, and you are told so — so you hear it from us rather than from the client asking where the report is.