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Marketing Playbook

Social Media Strategy

ReputationAndReviews.com · Facebook + Instagram · 2026

1. Mission & Positioning

Mission: Position ReputationAndReviews.com as the most credible, results-driven reputation management firm for service businesses — the experts who get unfair reviews removed, multiply 5-star feedback, and turn online ratings into measurable revenue.

Voice: Confident. Direct. Data-backed. Slightly contrarian. We are the seasoned operators in a noisy market full of empty promises. We speak in stories and numbers — not jargon.

Target audience: Owners and GMs of restaurants, hotels, dental/medical practices, retail, and professional services with 1–25 locations. Decision-makers who care about reputation but feel overwhelmed by it.

2. Five Content Pillars

Every post must fall into one of these five pillars. This keeps the feed strategic, not random.

🚨 Reputation Horror Stories

~25%

Cautionary tales of businesses hurt by reviews/reputation. Hook hardest. Best for reach.

Examples:
  • Airline named 'worst rated' loses 12% of stock value
  • Restaurant closes after fake-review smear campaign
  • Dental chain sued by 3-star reviewers

💡 Quick Tips & Stats

~25%

Scroll-stopping facts and tactical advice. Best for saves & shares.

Examples:
  • '93% of buyers read reviews before purchasing'
  • 'How fast you respond determines if they update their review'
  • 'The exact wording that gets a bad review removed'

🏆 Client Wins / Patterns

~15%

Generic, anonymized success stories. Tone: 'this is what we do, every week.'

Examples:
  • How a Miami restaurant went 3.4 → 4.7 stars in 90 days
  • How we removed 11 unfair 1-stars for a hotel chain
  • The day a clinic's bookings tripled — and why

🎯 Industry Spotlights

~20%

Industry-specific deep-dives. Builds 'they get OUR business' trust.

Examples:
  • Restaurants: the review platform that matters most in 2026
  • Hotels: why TripAdvisor + Google = your entire pipeline
  • Dental: HIPAA-compliant ways to ask for reviews

🔨 Myth Busters

~15%

Contrarian takes. Highest engagement of any pillar. Best for comments.

Examples:
  • 'You CAN get bad reviews removed — here's exactly how'
  • 'More reviews ≠ better rank. Recency does.'
  • 'AI cannot detect fake reviews. Humans still can.'

3. The High-Converting Reel Format

Every Reel uses the exact same 4-section structure — the format that consistently outperforms others on FB + IG ads (the "tap the link" end-card you've been seeing on other businesses' ads):

  1. [0–3s] HOOK — one sentence that stops the scroll. Spoken straight to camera.
  2. [3–25s] BODY — 3–5 punchy lines delivering the story or insight. Plain English. On-screen text overlays for non-sound viewers.
  3. [25–35s] PAYOFF — the "so what" — what this means for the viewer's business.
  4. [35–40s] END-CARD CTA — host stops talking. A static branded slide appears: "FREE Reputation Analysis / See how you stack up / Tap the link →". Voiceover says the CTA. This is the clickable money frame.

The Social Studio generates this script + end-card design automatically with every post. Each card shows you the script, the visual shot list, and a live preview of the clickable end-card.

4. Posting Cadence

PlatformFormatFrequencyBest Times (ET)
FacebookImage + caption5×/weekTue–Thu 10am, 1pm
FacebookReels3×/weekMon, Wed, Fri 11am
InstagramImage + caption4×/weekTue, Thu 10am · Sun 6pm
InstagramReels3×/weekMon, Wed, Fri 11am (cross-post)
InstagramStories2/day9am, 4pm

Reality check for solo posting: Start with 3× per week on each platform. Build up. Consistency > frequency.

5. Account Setup Checklist

Create Facebook Business Page: 'ReputationAndReviews.com' (use website URL + R&R logo)
Create Instagram Business Account: @reputationandreviews (link to Facebook page)
Verify the FB page (Meta Business Verification) — unlocks ads + analytics
Upload 1200×630 cover image (FB) and 1080×1080 profile (both) — use brand navy + amber
Write FB About: '20+ years helping businesses raise ratings, multiply customers, and remove unfair reviews.'
Write IG Bio (150 chars): 'Reputation experts since 2004 ⭐ Raise ratings · Multiply customers · Remove unfair reviews 👇 Free analysis'
Add link-in-bio: https://reputationandreviews.com
Create Story Highlights: ⭐ Results · 📖 Case Studies · 🎬 How It Works · 🎁 Free Analysis
Add 'Free Reputation Analysis' as the FB Page primary CTA button (links to reputationandreviews.com)
Pin one anchor post on each platform — the 'who we are + what we do' Reel

6. Daily Workflow (Solo)

  1. Morning (10 min): Open the Social Studio. Pick a post marked "Ready". Copy FB caption → post to Facebook with image. Copy IG caption → post to Instagram. Click "Mark Posted".
  2. Reels day (Mon/Wed/Fri): Pick a post with a Reel script. Film with phone using the visual directions (~10 min). Add the end-card slide as the final 5 seconds. Post to both platforms.
  3. Stories (2 min, 2×/day): Share something behind-the-scenes, a client testimonial screenshot, or repost a feed post to Story with "tap link" sticker.
  4. Engagement (15 min/day): Reply to every comment within 24 hours. Search 5 hashtags from your last post and meaningfully comment on 5 posts from other accounts.
  5. Weekly (Friday, 20 min): Send Base44 any news/articles/case-study ideas → generate next week's content in the Studio.

7. Paid Ads (Phase 4 — After 30 Days Organic)

After 30+ days of consistent organic posting + Meta Pixel installed on ReputationAndReviews.com, we launch paid retargeting at $500/month starter budget:

  • Campaign 1 — Website Retargeting ($250/mo): Anyone who visits reputationandreviews.com gets shown your best-performing Reel for 14 days after their visit. This is the "I just saw an ad for them" effect.
  • Campaign 2 — Engagement Retargeting ($150/mo): Anyone who likes, comments, or watches 50%+ of your Reels gets shown your "Free Analysis" lead-gen ad.
  • Campaign 3 — Lookalike Cold ($100/mo): Lookalike audiences based on website visitors + post engagers. Same Reel format. Drives new top-of-funnel.

Setup will include: Meta Pixel install on reputationandreviews.com (one-time), Custom Audience creation, 3 starter ad creatives using your best-performing organic Reels, and a UTM-tracked landing experience pointing at your existing /RR_HomeV2 page with the analysis tool.

ReputationAndReviews.com · Social Media Strategy · Generated 2026

Internal use only.