Social Media

ANNUAL STRATEGY

COMMUNITY MANAGEMENT

BITE-SIZED CONTENT

EDITORIAL LINE

ANALYSIS AND AMPLIFICATION

Give people a reason to follow you.

GoPro

Social

Social media, day after day.

GoPro HERO: three sets, three carousels, one tricolour feed. Art direction, production and social adaptations by Picture Element.

12+

accounts supported through community management across four engagements in 2021–2026: GoPro France, Shangri-La Paris, the Olympic Museum and Clavel.

270

content assets created for GoPro France in 2024.

166M

impressions across GoPro France’s accounts in 2024: Instagram, Facebook and TikTok.

Impressions cover all content distributed on these accounts, including community footage and global GoPro content. They do not represent unique people.

View the GoPro case study

The PE
way.

Your brand has things to say. The question is which ones people will want to come back for. Picture Element helps brands shape their social media strategy through editorial planning, content creation, community management and activations. From Lyon, we build a presence that lasts and knows when to create a moment.

An editorial direction that helps you choose

Before filling a calendar, we define your brand’s place. Who is it talking to? What can it offer? Which subjects can it credibly own? Those answers guide the platforms, recurring features and tone. Your teams have a framework for deciding what to publish, why and for whom.

Formats that understand their platform

A Reel, a LinkedIn post and a YouTube video call for different writing. We shape the opening, point of view and format around how people will use them. Then we organise creation, approvals and scheduling to turn the editorial direction into an active presence.

Make room for the community

Comments, questions and reactions help shape what comes next. An activation can go further: invite people to participate, give them a role and turn their experience into content. Community management and creative work inform each other.

Know what your results are telling you

We choose indicators around your objective: reaching the right audiences, responses to formats, traffic to an offer or enquiries received. Reading those results helps us adjust the content and rhythm. A view, a comment and an enquiry each describe a different step.

Shangri-La: three accounts, one standard

From May 2023 to August 2024, we managed the Instagram accounts of Shangri-La Paris and Shang Palace, alongside the hotel’s Facebook page. Editorial strategy, art direction, publishing schedules, bilingual community management and paid social formed one coordinated engagement.

The May 2023–April 2024 review records 213 pieces of content created. The shoots produced 70 photographs and videos covering the restaurants, suites and service. Content designed for social platforms, followed by an asset library handed over to the marketing team.

View the case study

5 actions to engage your community

From a social media audit to an editorial calendar

A social media audit brings together your posts, audience responses and conversations across your sector. Social listening tracks what people say about your brand and reveals questions worth answering. These observations shape your content pillars: expertise, uses, behind-the-scenes stories and evidence. The editorial calendar then sets out the subject, format, channel and approver. Community management keeps that work going through replies, moderation and feedback from the audience.

Start with a real question
Take a question from a comment, a direct message or your customer service team. Turn it into an educational carousel, a demonstration Reel or a filmed answer. The community provides the subject; your expertise provides the response.
Give people a meaningful choice
Ask for an opinion on a specific use, preference or problem. Decide how you will use the answers: a test, a follow-up post or feedback for the product team. Participation deserves a visible response.
Make time for the conversation
Include replies in your publishing schedule. Assign someone to answer questions, moderate discussions and escalate complaints. A personal response can also reveal the subject of your next post. Keep track of recurring questions.
Make room for real experiences
Show a customer using the product, a team member explaining their craft or a detailed first-hand account. When sharing user-generated content, or UGC, obtain the author’s permission and agree on the credit. Preserve their way of telling the story.
Test one thing, then compare
Try a different opening, format or editorial angle on comparable subjects. Write down your hypothesis before posting. Review shares, saves and the quality of comments, then decide what belongs in the next editorial calendar.

Start with a real question
Take a question from a comment, a direct message or your customer service team. Turn it into an educational carousel, a demonstration Reel or a filmed answer. The community provides the subject; your expertise provides the response.
Give people a meaningful choice
Ask for an opinion on a specific use, preference or problem. Decide how you will use the answers: a test, a follow-up post or feedback for the product team. Participation deserves a visible response.
Make time for the conversation
Include replies in your publishing schedule. Assign someone to answer questions, moderate discussions and escalate complaints. A personal response can also reveal the subject of your next post. Keep track of recurring questions.
Make room for real experiences
Show a customer using the product, a team member explaining their craft or a detailed first-hand account. When sharing user-generated content, or UGC, obtain the author’s permission and agree on the credit. Preserve their way of telling the story.
Test one thing, then compare
Try a different opening, format or editorial angle on comparable subjects. Write down your hypothesis before posting. Review shares, saves and the quality of comments, then decide what belongs in the next editorial calendar.

A useful habit for reading your reports

Separate organic reach from paid distribution. When comparing engagement rates, keep the same formula and denominator across periods: followers, reach or impressions. For video, retention helps identify where attention falls. Then connect those signals to your objective: a conversation, a website visit or an enquiry. Added-up views do not represent a unique audience.

Your accounts are active. Is your brand moving forward?

Show us your channels, how you work and what you want to change. We will define where the work should start.

Let’s talk about your project

Useful questions before we begin

Can you take over our existing accounts?

Yes. We start with your content, audiences and current organisation. We identify what to keep, which formats to develop and what production will be needed.

Does the service include community management?

It can. Together, we define the platforms, posts, expected responses and how to escalate topics that need your input.

Can social media work with influencer marketing?

Yes, when collaborating with creators serves the project. Share Bien brings the group’s influencer marketing expertise; each team’s responsibilities are set out in the brief.

How do we start if we do not have enough content?

We start with the subjects available within your business and the production resources needed. Publishing frequency follows that reality: it needs to be sustainable without weakening the content.