Avelure Social Dashboard
Your single source of truth for all Avelure social media — 2026
@aveluremedspa — 2026 Rollout
This dashboard tracks the full social media buildout for Avelure Med Spa across Instagram, Facebook, and Linktree. It is designed for the account manager executing day-to-day, the marketing specialist overseeing content, and leadership reviewing progress. Every task, post, policy, and resource lives here. Check off items as they are completed — progress saves automatically in your browser.
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What this dashboard covers
Instagram Optimization
12-step phased plan covering profile setup, highlight covers, content system, reels strategy, caption framework, hashtag sets, and monthly KPI tracking.
Linktree Setup
4-link setup with confirmed URLs, Navy + Gold branding specs, and a monthly audit checklist to keep links current and promo-aligned.
Facebook System
Page setup, cross-posting configuration, Meta Business Suite, Pixel install, and a phased content plan with frequency guidelines.
Content Calendar
Full March–December 2026 calendar. Every post includes type, detailed content brief, caption direction, and a Facebook cross-post indicator.
Content Collection
Exact instructions for what to request from clinic managers each month: BA photos, videos, testimonials, reviews, consent requirements, and folder structure.
HIPAA & Compliance
HIPAA-compliant response templates for comments and DMs. FTC influencer disclosure rules, Meta ad restrictions on before/afters, and patient consent requirements.
Avelure Policies
Official Avelure policies for the social team: cancellation/no-show fees, gift cards, product returns, service refunds, and age restrictions.
Collaboration & UGC
Step-by-step guides for Instagram Collab posts, cross-posting IG to Facebook, influencer partnerships, and reposting user-generated content.
Key expectations for the account manager
Daily posting checklist: 1–3 Stories every day · 3–5 Reels/week · 3 feed posts/week · All Reels cross-posted to Facebook •
Response time: All comments and DMs within 24 hours (negative reviews within 2–4 hours) •
Content from clinics: Due 1st of each month — minimum 4 BA sets + 2 video clips + 1 testimonial per clinic •
Consent required: Signed social media consent form on file before any content is posted •
Never post: Before/afters in paid Meta ads · Any PHI · Patient name + treatment together •
When in doubt: Ask corporate marketing before posting. Always better to wait 24 hours than damage the brand.
3 feed posts/week · 1–3 Stories/day · 2–4 Reels/week · All IG Reels cross-posted to Facebook •
Response time: All comments and DMs within 24 hours •
Content from clinics: Collected by the 1st of each month, minimum 4 BA sets + 2 video clips + 1 testimonial per clinic •
Consent: Every patient must sign a social media consent form before any content is uploaded or used •
When in doubt: Ask corporate marketing before posting. It is always better to wait 24 hours than to damage the brand.
Instagram setup status
Step 1
Done
Name field (SEO)
Avelure Med Spa | Injectables & Skin
Step 2
Done
Bio copy
Live and confirmed
Step 3
Done
Linktree setup
Links and appearance confirmed live
Step 4
Done
Instagram Highlights
6 covers live with brand color fills
Step 5
To do
Visual style guide
Soft daylight · Navy/Gold/Pearl · editorial
Step 6
To do
9-post grid plan
First grid layout mapped and queued
Step 7
To do
Content pillars confirmed
35% results · 25% edu · 20% lifestyle
Step 8
To do
Reel ideation bank
20 ideas documented and assigned
Step 9
To do
Caption framework
Hook → value → CTA · 5 templates
Step 10
To do
Hashtag strategy
3 sets · 15–20 per post
Step 11
To do
Location tagging
Every post tagged · city name in caption
Step 12
To do
Monthly KPI tracking
Saves · shares · reach · profile visits
Facebook & Linktree
LT
Done
Linktree live
Links, appearance, and branding confirmed
LT
Recurring
Monthly link audit
Update promo link · verify booking URLs
FB
To do
Facebook page setup
Name · category · photo · cover · CTA
FB
To do
Meta Business Suite
Connect IG + FB · unified analytics
FB
To do
Cross-posting enabled
IG Settings → Account Center → Sharing
FB
To do
Meta Pixel installed
Install on aveluremedspa.com
Project Tracker
All tasks across Instagram, Linktree, Facebook, and Content — check off as completed
Instagram — Profile & Setup
Name field updated Done
Avelure Med Spa | Injectables & Skin
Bio copy live Done
Confirmed under 150 characters
Linktree built & live Done
Links and appearance confirmed
Instagram Highlights live Done
6 covers with brand color fills
Highlight content populated To do
Treatments · Locations · Reviews · Results · FAQs · Promotions
9-post grid planned & shot To do
First 9 posts queued · editorial aesthetic confirmed
Caption framework documented To do
Hook → value → CTA · 5 template captions
Hashtag sets created To do
3 sets · 15–20 tags each · saved in scheduling tool
Reel ideation bank (20 ideas) To do
Documented · assigned to content creator
Scheduling tool confirmed To do
Meta Business Suite or Later/Sprout · owner assigned
Facebook
Page setup complete To do
Name · Medical Spa category · logo · cover · Book Now CTA
Meta Business Suite connected To do
IG + FB linked · unified scheduling active
Cross-posting enabled To do
IG Settings → Account Center → Sharing Across Profiles
Meta Pixel installed To do
Pixel on aveluremedspa.com · retargeting ready
Facebook Reviews enabled To do
24hr response policy in place
Content & Reporting
Content sourcing pipeline built To do
Before/afters · provider clips · clinic photography · UGC
Monthly KPI report template To do
Saves · shares · reach · profile visits · link clicks
Social account handoff doc To do
Login access · brand guidelines · posting SOPs
Clinic managers briefed on content requirements To do
Monthly submission email sent · folder structure confirmed
Instagram
@aveluremedspa — Full optimization plan
12
Optimization steps
3–5×
Weekly reels target
Daily
Stories cadence
35%
Results content mix
Phase 1 — CompleteProfile & Architecture
Step 1
Done
Name field (SEO)
Avelure Med Spa | Injectables & Skin — live
Step 2
Done
Bio copy
Luxury tone · confirmed under 150 chars
Step 3
Done
Linktree / link in bio
Book → Specials → Treatments → Locations
Step 4
Done
Highlight covers
6 brand color fills live on profile
Phase 2 — Weeks 2–3Visual System & Content Setup
Step 5
To do
Visual style guide
Soft daylight · Navy/Gold/Pearl · editorial simplicity
Step 6
To do
9-post grid plan
Results · lifestyle · education · authority balance
Step 7
To do
Content pillars
35% results · 25% edu · 20% lifestyle · 10% each
Step 8
To do
Reel ideation bank
20 ideas · educational · transformation · POV
Phase 3 — OngoingGrowth & Performance
Step 9
To do
Caption framework
Hook → value → CTA · luxury tone · 5 examples
Step 10
To do
Hashtag strategy
3 sets · 15–20 per post · treatment + location + brand
Step 11
To do
Location tagging
Every post tagged · city name in caption
Step 12
To do
Monthly KPI tracking
Saves · shares · reach growth · profile visits · link clicks
Linktree
@aveluremedspa — Setup complete · 4 live links
Linktree is live at linktr.ee/aveluremedspa. Links, appearance, and branding are confirmed. The only recurring task is updating the Monthly Specials link at the start of each month when promotions change.
Setup checklist
Handle @aveluremedspa claimed
Profile photo: logo on Navy circle uploaded
Background set to Navy #0C1B2B
Button style: Gold outline · primary CTA solid Gold fill
Link 1 — Book an Appointment → aveluremedspa.com/our-locations/
Link 2 — Monthly Specials → home.aveluremedspa.com/monthly-specials
Link 3 — Explore Treatments → aveluremedspa.com/treatments/
Link 4 — Find a Location → aveluremedspa.com/our-locations/
Analytics enabled · click tracking per link
Monthly audit: update promo link · verify booking URLs
Facebook
@aveluremedspa — Page setup & cross-posting system
Phase 1 — Week 1 · Page setup
Page name: Avelure Med Spa
Category: Medical Spa · subcategory: Medical Aesthetics
Profile photo: Avelure logo on Navy · same as Instagram
Cover photo: 820×312px · lifestyle image · Navy/Gold overlay · tagline
CTA button: Book Now → aveluremedspa.com/our-locations/
About section: services · website · phone · hours · address per location
Custom username: @aveluremedspa
Phase 2 — Content & cross-posting
Cross-posting enabled: IG Settings → Account Center → Sharing Across Profiles
Toggle default Share to Facebook on — Reels, carousels, and feed posts cross-post automatically
Meta Business Suite connected — unified IG + FB management
Facebook Reviews enabled · 24hr response policy
Services tab: all treatment categories with descriptions
Phase 3 — Ads & growth
Meta Pixel installed on aveluremedspa.com for retargeting
Local targeting: geo-target all boosted posts per clinic market
Track monthly: reach · engagement rate · link clicks · review count
Content Calendar 2026
Instagram + Facebook (cross-posted) — March through December · Click any post to mark complete
Reel
Carousel
Story
Education
Promo
Giveaway
FB Cross-posts to Facebook
Resources & Links
All live accounts, tools, SOPs, and brand assets for the Avelure social team
Avelure Live Accounts
Instagram
@aveluremedspa — live profile
→
Facebook
@aveluremedspa — live page
→
Linktree
linktr.ee/aveluremedspa — live
→
Monthly Specials Page
Update Linktree link monthly
→
Master Marketing Sheet
Google Sheets — central tracking
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AMP SharePoint Hub
Marketing templates, assets & support
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Tools, SOPs & Brand Assets
Avelure Content Folder
All 15 location subfolders · BAs, Videos, Consent, Reviews
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Avelure Brand Guide
Colors, typography, tone, photography
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Social Media SOP
Full training & SOPs for practice managers
→
Influencer Agreement
Required before any gifted service
→
Stock Images
Approved stock photography library
→
Event Marketing
Submit requests 60 days prior
→
Coupon Offers
Current approved discounts
→
Master Promo Sheet
All active promotions across AMP
→
Before & Afters SOP
Photo standards & submission requirements
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Marketing a New Provider SOP
Introducing a new provider on social
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Zenoti Referral Program
Earn 500 loyalty points ($50) per referred friend
1
Share the Love — Login → click your name → profile → REFERRAL PROGRAM in left nav → copy & share your unique referral link
2
Get Rewarded — Once your referral completes their first appointment, 500 points ($50 value) auto-add to your account for use on services or products. Excludes B12, wellness, and GLP-1 visits.
3
No Limits — Share with as many people as you’d like. No cap on referrals or points earned.
Brand voice quick reference
Brand essence
“The art of timeless beauty — where sophistication meets modern aesthetics.”
We don’t shout beauty. We curate it.
Tone
- Elegant, confident, modern
- Refined & aspirational
- Warm sophistication
- Trust through clarity
- Never clinical or cold
Keywords to use
Timeless
Refined
Confidence
Elevated
Renewal
Sanctuary
Simplicity
Natural
Photography style
- Soft daylight · warm neutral tones
- Minimal shadow · editorial simplicity
- Clean skin texture · calm expressions
- No harsh lighting or bright white BG
- Navy / Gold / Pearl color palette
Never use
- Overly casual or slang language
- Excessive punctuation!!!!!
- Before/afters in paid Meta ads
- Logos stretched or recolored
- Flash photography on patients
Logo rules
- Gold logo on Navy backgrounds only
- Navy logo on Pearl / Ivory / Nude
- Never stretch or alter proportions
- Clear space = height of “A” on all sides
- Font: Cormorant Garamond Semi Bold
Collaboration & Cross-Posting
Collaboration posts and cross-posting double your reach without doubling your workload. Use these tools on every eligible post.
Instagram Collab Posts
Post appears on two accounts simultaneously — one post, two audiences, shared likes and comments.
1
Create your post or Reel as normal
2
On Tag people screen, tap Invite Collaborator
3
Search and select the collaborator account
4
Post — collaborator receives an invitation
5
Once accepted, post appears on both feeds
Use for:
- Vendor partnerships (Allergan, Galderma, SkinMedica)
- Influencer gifted treatment posts
- Providers with their own personal accounts
- AMP corporate account amplification
Cross-Posting IG → Facebook
Set up once, every post reaches both platforms automatically.
1
Instagram Settings → Account Center → Sharing Across Profiles
2
Connect your Facebook Page to Instagram
3
Toggle on Share to Facebook as default
4
Reels, carousels, and feed posts all cross-post
5
Stories: toggle on per story before posting
Best practices:
- Always cross-post Reels — different demographic
- Before/afters perform well on both platforms
- Facebook Events still need to be created natively
Influencer Collaboration
Always use a signed Influencer Agreement before any gifted service.
1
Identify local beauty/lifestyle influencers 3K–100K
2
Send Influencer Agreement before scheduling
3
Agree on deliverables: posts, Stories, Reels, timeline
4
Influencer must disclose gifted or paid partnership
5
Request to be added as Collaborator on their post
FTC compliance:
- All gifted/paid content must disclose gifted or ad
- Results may vary must be implied in all result posts
- No fake reviews or fabricated testimonials — ever
Reposting & UGC
User-generated content outperforms branded content by 30–40%. Free advertising.
1
Monitor tagged posts and mentions daily
2
DM the patient: may we reshare on our Stories?
3
Once confirmed: reshare to Stories, always tag original
4
Feed reposts: get written permission first
5
Save strong UGC to Reviews highlight
Encourage UGC:
- Instagram-worthy photo area in every clinic
- Ask patients to tag @aveluremedspa after treatment
- Tag us for a chance to be featured in Stories
Avelure Policies
Official policies the social team must know — reference before responding to any patient inquiry
Important: These policies govern how you respond to comments, DMs, and reviews related to fees, refunds, and eligibility. Always direct patients to contact the clinic directly for case-specific decisions. Never confirm or deny fees publicly in comments — move to DM or phone.
Cancellation & No-Show Fee Policy
⌄
Notice requirement: Clients must provide at least 24 hours notice to cancel or reschedule. Applies to all services including consultations.
Fee schedule:
Multiple services: Fees apply per appointment. Example: numbing + treatment — the fee may apply to each scheduled appointment.
Courtesy waivers: One courtesy waiver may be offered at the team's discretion. Additional waivers require Practice Manager approval. Document the reason in a general note in the client's profile when a fee is waived.
Outstanding fees: All outstanding fees must be paid before scheduling future appointments.
Payment authorization: A valid credit card is required to secure all appointments. This card may be charged per this policy.
Cancellation confirmation: An appointment is considered cancelled only after Avelure confirms via verbal confirmation, text, or email.
Fee schedule:
- $50 Late Cancellation Fee — cancellations or reschedules made within 24 hours of the appointment
- $100 No-Show Fee — when a client misses their appointment without notice
- Appointments booked within 24 hours that are then cancelled may still incur the $50 fee
Multiple services: Fees apply per appointment. Example: numbing + treatment — the fee may apply to each scheduled appointment.
Courtesy waivers: One courtesy waiver may be offered at the team's discretion. Additional waivers require Practice Manager approval. Document the reason in a general note in the client's profile when a fee is waived.
Outstanding fees: All outstanding fees must be paid before scheduling future appointments.
Payment authorization: A valid credit card is required to secure all appointments. This card may be charged per this policy.
Cancellation confirmation: An appointment is considered cancelled only after Avelure confirms via verbal confirmation, text, or email.
🔔 For social media: Never confirm fee amounts in public comments. Respond with: "We'd love to help clarify — please DM us or call your clinic directly."
Gift Card Policy
⌄
- Gift cards may be used toward services or products, excluding gift card purchases
- Not redeemable for cash; unused value remains on the card
- Avelure Med Spa is not responsible for lost, stolen, or damaged cards
🔔 On social: When someone asks about gift cards in comments, respond: "Yes! Gift cards are available — tap the link in our bio to learn more or call your nearest location."
Product Sales & Returns
⌄
- Product returns within 30 days are eligible for store credit with proof of purchase
- Products that have been substantially used cannot be returned
Service & Package Sales Policy
⌄
- Refunds to the original form of payment are available within 30 days of purchase
- After 30 days, refunds are issued as store credit for services or retail
- Store credit may be transferred to a friend or family member
- Refunds are not available for services already rendered
- Clients may email concierge@avelure.com within 30 days of treatment to discuss outcome concerns
🔔 On social: If a patient asks about refunds in comments or DMs, respond: "We want to make sure you're completely happy with your experience. Please email concierge@avelure.com or contact your clinic and our team will take great care of you."
Age Restrictions
⌄
- Avelure provides services to clients 18 years and older
- 16–17 year olds may receive DiamondGlow® only
- 13–17 year olds may receive Laser Hair Reduction only if:
- A parent/guardian is physically present for the entire service
- All intake forms and written consent are completed by the parent/guardian
⚠ Providers may decline or discontinue treatment if eligibility or clinical appropriateness is not met. No services other than those listed are performed on clients under 18 years of age.
🔔 On social: Never discuss specific age eligibility in public comments. DM only.
🔔 On social: Never discuss specific age eligibility in public comments. DM only.
Content Collection
What to request from clinics · How to shoot it · How to submit it
⚠ Patient Consent — Required Before Any Content Is Used
Every patient must sign a social media consent form before any photo or video is uploaded or used. No exceptions.
- Keep a printed or digital consent form at the front desk
- Patient signs before or immediately after their treatment
- Form must explicitly state photos/videos may be used on social media and marketing
- Do not upload any content without a signed consent form on file
- Scanned forms go in the Consent Forms subfolder in the clinic drive
What to request from clinics each month
Botox / Neurotoxin
- Forehead lines — relaxed + raised brows
- Frown lines (11s)
- Crow's feet — open + squinting
- Brow lift, lip flip, jawline slimming
Lip Filler
- Front, 3/4 angle, side profile, close-up
- Natural AND fuller results (separate patients)
- After photo: min 2 weeks post-treatment
Cheek / Facial Filler
- Front, 3/4 left and right, side profile
- Chin, jawline, temple — front + profile
Under Eye / Tear Trough
- Front, slight downward gaze, close-up
- Natural light only — no flash
- After: min 2 weeks post-treatment
Skin Treatments
- Full face front, close-up target area, side profile
- Facials, peels, lasers, microneedling, BBL, Halo
- Multi-session results preferred
Treatment Process Videos
- Injection close-ups, facial treatment in progress
- Before/after reveal moment
- Film vertically — 15–60 sec — raw file only
Patient Testimonials
- Patient on camera, 30–60 seconds
- Prompts: Why Avelure? How do you feel after?
- Natural — don't over-script
Monthly Minimums Per Clinic
- 4+ before/after sets
- 2+ treatment video clips
- 1+ patient testimonial video
- 2–3 Google review screenshots
- Submit by the 1st of each month
Photo standards (per AMP SOP)
📷 Before & after photo requirements
✓ Required
- Neutral black or white backdrop
- Patient standing with floor marker for positioning
- Photographer floor marker for consistent distance
- Ring light — never flash
- All makeup removed
- Face free of hair, glasses, headbands, jewelry
- Angles: front, 45-degree, 90-degree left and right
- Submit raw full images — no cropping
✗ Never do
- Do not edit photos or apply filters
- Do not create side-by-side templates — raw only
- Do not use flash
- Do not take the after immediately post-treatment — wait 2 weeks minimum
- Do not submit without signed consent form
- Before & afters: organic posts only — NOT allowed in paid Meta ads
🎥 Video shooting standards
✓ Required
- Film vertically (portrait) — always
- Stabilize on a surface or tripod
- Bright room — light facing the subject
- 15–60 second clips
- Quiet room — no background music
- Send original unedited file — no filters, text, stickers
- Reels: custom cover image, captions ON, hook in first 2 seconds
✗ Never do
- Don't film horizontally (landscape)
- Don't film with light behind the subject
- Don't include other patients in background
- Don't add music, text, or stickers — send raw
- Don't film in dark or yellow-lit rooms
- Don't send over email — upload to folder directly
Clinic folder structure
Each clinic has its own dedicated folder:
└─
File naming:
Submit by: 1st of each month · Campaign content 2 weeks before go-live
📁 [Clinic Name]└─
Before & Afters
Videos
Clinic Photos
Reviews & Testimonials
Consent FormsFile naming:
BA_LipFiller_Front_March2026.jpg — not IMG_4829.jpgSubmit by: 1st of each month · Campaign content 2 weeks before go-live
Monthly submission checklist
4+ before & after sets — multiple angles, consistent lighting, no makeup
2+ treatment process video clips — vertical, raw file, no filters
1+ patient testimonial video — natural, 30–60 seconds
2–3 Google review screenshots — 5-star, full text visible
Signed patient consent form on file for every piece of content
Files named clearly and dropped into correct subfolder
Clinic/environment photos updated quarterly
Provider headshot + intro video on file
Campaign/seasonal content submitted 2 weeks ahead of go-live
HIPAA & Compliance
HIPAA-Compliant Social Media Comment Response SOP v9 — AMP / Avelure Med Spa
⚠ The Golden Rule — Never Confirm or Deny a Patient Relationship
Even if a patient publicly names themselves, shares their diagnosis, or describes their care experience — you may NEVER confirm, deny, add to, or respond in a way that acknowledges they are (or were) a patient. Doing so constitutes a disclosure of Protected Health Information (PHI) and is a HIPAA violation, regardless of the patient's own disclosure.
PHI on social media includes any information that could identify an individual AND relates to health condition, treatment, or payment. Under HIPAA's Minimum Necessary standard (45 CFR §164.502(b)), only discuss patient context with staff who strictly need to know.
PHI on social media includes any information that could identify an individual AND relates to health condition, treatment, or payment. Under HIPAA's Minimum Necessary standard (45 CFR §164.502(b)), only discuss patient context with staff who strictly need to know.
What you must NEVER say vs. what you CAN say
✗ NEVER say or imply
- "Thank you for being our patient!"
- "We're sorry about your experience with Dr. [Name]."
- "We'll look into what happened during your visit."
- "Your procedure is confidential and we apologize."
- "Glad we could help with your [condition/treatment]."
- "So glad we could help you feel better."
- Anything that implies a clinical relationship
✓ You CAN say
- "Thank you for reaching out to us."
- "We take all feedback seriously and want to help."
- "Please contact our team directly."
- "We'd love to connect with you privately to assist."
- "We appreciate you sharing your kind words!"
- "We work hard to create a wonderful experience."
Comment triage — classify before responding
Pre-approved response templates (from AMP SOP Appendix A)
👍 Positive Review / Comment
Use this template"Thank you so much for your kind words — it truly means the world to our team! We work hard every day to create a wonderful experience, and feedback like yours reminds us why we do what we do. ❤️"
⚠ Never addAny reference to their specific treatment, visit, provider, or outcome — even if they mentioned it first. That would constitute a HIPAA disclosure.
👎 Negative Review / Complaint
Use this template"We're sorry to hear this. We take all feedback seriously and want to make sure everyone who reaches out to us feels heard. Please don't hesitate to contact our team directly at [phone/email] — we're happy to help."
⚠ Do NOT say"We're looking into what happened during your visit," "We're sorry about your procedure," or anything that implies knowledge of a clinical interaction. Do not respond further once you've invited them to a private channel.
❓ Clinical or Medical Question
Use this template"That's a great question! For accurate advice tailored to your needs, we always recommend speaking directly with one of our providers. Please give us a call or visit our website to schedule a complimentary consultation — we'd love to help."
⚠ Never answer clinicallyDo not suggest dosages, treatments, or procedures publicly under any circumstances, even general ones.
📋 Patient Self-Disclosure (patient shares their own health info publicly)
Use this template"Thank you for taking the time to share this with us. We truly care about every person who reaches out, and we want to make sure your concerns are addressed properly. Please reach out to us directly at [phone/email] so we can give this the personal attention it deserves."
⚠ Critical ruleDo NOT engage with any specifics they shared — no confirming, no denying, no adding to their details. This response acknowledges the post without confirming or denying patient status.
🚨 Crisis / Safety Concern
Use this template"We see your message and we care about you. If you're in crisis, please reach out to the 988 Suicide & Crisis Lifeline by calling or texting 988. You can also text HOME to 741741 to reach the Crisis Text Line. Please know that help is available."
After posting: Screenshot and document immediately. Notify supervisor or Compliance Officer within 5 minutes. Do not delete the comment.
⚔ Legal Threat
Do NOT respond publicly. Screenshot immediately. Escalate to Compliance Officer AND Legal counsel simultaneously. Do NOT delete or hide the comment without legal guidance. Do not discuss with other staff outside designated compliance channels.
DMs & Private Inbox rules
- Private messages carry the same HIPAA obligations as public comments
- Never request, confirm, or store PHI through social media DMs — PHI includes name, contact details, or any of HIPAA's 18 protected identifiers when combined with health context
- If someone sends clinical info in a DM, acknowledge warmly and direct them to a HIPAA-secure channel (phone, secure website, or secure email)
- Do not continue a clinical conversation in DMs under any circumstances
- All DMs must be logged in your social media management platform for compliance records
- Story replies go to DMs — follow the same DM protocol
Comment moderation — hiding vs. deleting
✓ You CAN hide
- Spam, bots, irrelevant promotions
- Profanity or hate speech
- Duplicate or repetitive comments
- Off-topic content
✗ Do NOT delete
- Negative reviews or complaints — this appears retaliatory and creates legal liability
- Legal threats — preserve all evidence
- Crisis/safety comments — needed for documentation
- Any comment without documented reason and legal guidance
Monitoring, logging & audit requirements
- All accounts must be checked for comments, mentions, and DMs at least once every business day (twice daily recommended for high-volume platforms)
- Weekend and holiday coverage must be assigned in advance and documented on the team calendar
- Every public response and DM must be logged: date/time, platform, comment summary (no PHI), response posted, responder name
- Any incident involving potential PHI exposure, crisis, or legal threat must be documented in the Compliance Incident Log within 24 hours
- Logs must be retained for a minimum of 6 years per HIPAA retention requirements
- Monthly audit by Marketing Director or Compliance lead — results shared with Compliance Officer quarterly
Breach notification protocol
⚠ Any inadvertent PHI disclosure on social media is a potential breach
Under HIPAA's Breach Notification Rule (45 CFR §§164.400–414):
- Do NOT delete or alter the post or response — preserve all evidence
- Screenshot and document immediately with date, time, platform, and content
- Notify the Privacy Officer and Legal counsel within 1 hour of discovery
- If breach confirmed: affected individuals must be notified within 60 days
- Breaches affecting 500+ individuals in a state require media notification
- All notifications coordinated by Legal counsel
Platform-specific notes
Facebook & InstagramFacebook reviews cannot be deleted — only flagged if they violate platform policies. Instagram DMs and comment replies are public — treat all with HIPAA standard.
Google Business ProfileResponses are permanent and public. Always respond to Google reviews — silence hurts SEO and trust. Never solicit reviews in your responses.
TikTok & YouTubeComment sections move quickly — assign dedicated monitoring after new posts. Duets or stitches featuring identifiable individuals require a valid HIPAA authorization form (45 CFR §164.508) — a general consent form does not satisfy this requirement.
Before & AftersAllowed in organic posts (feed, stories, reels). NOT allowed in paid Meta ads — this is Meta platform policy, not just HIPAA.
Google Business ProfileResponses are permanent and public. Always respond to Google reviews — silence hurts SEO and trust. Never solicit reviews in your responses.
TikTok & YouTubeComment sections move quickly — assign dedicated monitoring after new posts. Duets or stitches featuring identifiable individuals require a valid HIPAA authorization form (45 CFR §164.508) — a general consent form does not satisfy this requirement.
Before & AftersAllowed in organic posts (feed, stories, reels). NOT allowed in paid Meta ads — this is Meta platform policy, not just HIPAA.
FTC influencer disclosure requirements
- All gifted or paid content must include "gifted," "ad," or use Instagram's paid partnership label
- "Results may vary" must be included or clearly implied in all treatment result posts
- No fake reviews or fabricated results — ever
- Before & after photos: organic posts only — NOT allowed in paid Meta ads
Performance Dashboard
@aveluremedspa — Social media performance overview for social managers and C-suite
—
Total Followers
—
Avg Monthly Reach
—
Avg Monthly Saves
—
Avg Link Clicks
—
Eng. Rate
Data pulls from KPI Tracker entries — add your monthly numbers in the KPI Tracker to populate this dashboard automatically
Follower growth — March to December 2026
Enter follower counts in KPI Tracker to populate chart — benchmark line shows 10% monthly growth target
Content mix target
Results / Before & Afters — 35%
Education — 25%
Lifestyle / Brand — 20%
Promos / Campaigns — 10%
Team / Culture — 10%
Engagement rate tracker — monthly
Avelure engagement rate
Industry avg (0.6%)
Target (1.5%)
Performance benchmarks — what good looks like
Recommendations — what to do to increase performance
🎥 Priority 1 — Reel frequency
Post 3–5 Reels per week minimum. Reels get 2–3x more reach than static posts in the beauty category. Every Reel should have a hook in the first 2 seconds, captions ON, and a clear CTA. This is the single highest-impact action for growing followers.
📷 Priority 2 — Before & after quality
BA content drives the most saves and profile visits. Consistent lighting, angle standards, and editorial framing make Avelure BAs stand apart from every competitor. Aim for 4+ new BA sets per location per month.
💬 Priority 3 — Daily Stories
1–3 Stories daily keeps Avelure at the top of followers' feeds and builds relationship and trust. Use polls, Q&As, and link stickers every day. Stories viewers convert to bookings faster than feed viewers.
👥 Priority 4 — Influencer collabs
One micro-influencer collab per month per market adds 3K–15K new eyes with zero ad spend. Use the Collab feature so the post appears on both accounts. FTC disclosure required. Budget: gifted service value only.
🎉 Priority 5 — Quarterly giveaways
A $500 treatment giveaway generates 800–2,000+ new followers per event when run correctly. Entry mechanic: follow + tag 2 friends. Cost: 1 treatment. ROI: hundreds of new qualified followers + brand awareness.
📌 Priority 6 — Location tagging
Tag the exact city in every single post and include the city name in the caption. This is free SEO. Instagram indexes location tags and Reels by city. Add 2–3 local hashtags per post from the Hashtag Sets section.
90-day performance improvement roadmap
KPI Tracker
Monthly performance tracking — saves, shares, reach, profile visits, link clicks
Enter your monthly metrics below. Data saves automatically to your browser. Track each month separately using the tabs. Review monthly trends to adjust content strategy.
Story Templates Guide
5 story types — exact specs, best practices, and when to use each
Stories are your most powerful daily engagement tool. Post 1–3 stories per day minimum. Use engagement stickers in every story. Behind-the-scenes content performs exceptionally well. Respond to all story replies within 24 hours.
Yes
No
Poll
📋 Poll Story
High engagement
Algorithm boost
- Use the Poll sticker — never type-only
- Keep the question under 10 words
- Two clear answer options — no neutrals
- Follow up next story with result + content based on responses
- Best topics: "Have you tried Botox?" / "Which treatment?" / "Before or after?"
- Post time: morning (8–10am) for max votes
Ask me anything...
Question sticker
Q&A
❓ Q&A Story
Trust builder
Content goldmine
- Use the Questions sticker — not a text prompt
- Prompt text: "Ask us anything about Botox!" or "Your skincare questions answered"
- Answer top 3–5 responses in follow-up stories same day
- Save best answers to FAQs highlight
- Turn top answers into Reel or edu post content
- Run Q&A at least 2x per month
3:42:17
Offer ends in
Countdown
⏰ Countdown Story
Urgency
Drives bookings
- Use the Countdown sticker — viewers can subscribe to get notified
- Set a real end date/time — never fake urgency
- Use for: promo end dates, last booking slots, event start times
- Pair with a Link sticker to the booking page
- Post the day before AND day of the deadline for maximum impact
- Custom label: "Spring specials end Sunday" vs generic "Countdown"
Book Your Spot →
tap to open link
Link Sticker
🔗 Link Sticker Story
Drives traffic
Conversion
- Always customize sticker text — never leave default "Open Link"
- Good CTAs: "Book My Spot" / "See Specials" / "Learn More" / "Shop Now"
- Link to: booking page, monthly specials, treatment page, or specific promo
- Pair with a strong visual or text overlay — sticker alone is weak
- Place sticker in the bottom third — thumb-friendly zone
- Track clicks monthly via Linktree analytics
📷
@patienthandle
See Original Post →
See Original Post →
Reshare
🔁 Reshare / UGC Story
Social proof
Free content
- Always get permission before resharing to Stories
- Use Instagram's native reshare button — always tags the original
- Add your own text overlay: "We love seeing your results ✨"
- Save strong UGC to the Reviews highlight immediately
- For Google reviews: screenshot → add branded frame in Canva → post
- Never crop out the original poster's name
Story specs & technical requirements
| Canvas size | 1080 × 1920px (9:16 ratio) |
| Safe zone (no UI overlap) | Leave 250px top and bottom — Instagram UI covers these areas |
| Text placement | Middle 60% of the frame only — never near edges |
| Video length | 1–15 seconds max for auto-playing Stories |
| File size | Under 30MB for video · Under 8MB for photos |
| Font size minimum | 28pt or larger for readability on mobile |
| Sticker placement | Bottom third of frame for thumb-friendly interaction |
| Link sticker custom text | Max 40 characters |
| Highlight cover size | 1080 × 1080px — centered on circular crop |
Competitor Audit
Track what competitor med spas are doing well by location — data saves to your browser
Use this to benchmark Avelure against local competitors at each clinic location. Update monthly. Look for content gaps, posting frequency, engagement tactics, and offers you can improve on. Rate each competitor 1–5 stars on key criteria. All data pre-filled with researched competitor intel — update as you monitor monthly.
Avelure competitive advantage — what we win on in every market
✓ Avelure wins on
- Luxury boutique positioning
- Full injectable + skin menu
- Local community feel
- Clinical expertise brand
- Personalized care narrative
⚠ Where we must improve
- Follower count vs national chains
- Reel posting frequency
- Content production volume
- Influencer collaboration use
💡 Biggest opportunities
- Local hashtag ownership
- Before/after quality
- Provider-forward content
- Giveaways + collabs
📈 Monthly next steps
- Check each competitor’s top post
- Log their promo timing
- Note any new influencer use
- Update follower counts
Reel Specs
Exact dimensions, safe zones, cover image guide — Canva templates included
Avoid — UI overlap
Safe Zone
1080 × 1420px
Content here only
1080 × 1420px
Content here only
Avoid — UI overlap
1080 × 1920px
Reel dimensions
| Canvas size | 1080 × 1920px |
| Aspect ratio | 9:16 (vertical only) |
| Safe zone | 1080 × 1420px (centered) — keep all text and graphics inside this area |
| Top danger zone | Top 250px — covered by profile info and back button |
| Bottom danger zone | Bottom 250px — covered by like/comment/share buttons and caption |
| Max file size | 4GB · Recommended under 500MB |
| Video length | 3 seconds – 90 seconds · Sweet spot: 7–20 seconds |
| Frame rate | 23–60fps |
| Captions | Always ON for all speaking content |
Cover image specs
| Cover size | 1080 × 1920px (same as Reel) |
| Grid preview crop | 1080 × 1080px — center of the frame. Design with this crop in mind. |
| File format | JPG or PNG |
| How to set | When posting Reel → tap "Cover" → select a frame or upload custom image |
| Grid view preview | Use "grid view" toggle in the cover screen to see exactly how it looks on your profile |
| Design tip | Keep cover clean — one strong image, minimal text, brand colors |
Canva templates
Hook best practices — first 2 seconds are everything
✓ Strong hooks
- Start mid-action — never a blank intro
- Open with a bold text overlay question: "Did you know this about Botox?"
- Show the result first, then the before
- Use movement in the first frame — zoom, cut, or transition
- Speak directly to camera within first 2 seconds
- Pattern interrupt: unexpected visual or statement
✗ Weak hooks
- Starting with a logo or title card
- Black screen at the start
- "Hi everyone, today I wanted to share..."
- Slow pans with no text or audio
- Starting with your handle or clinic name
- Intro music only for more than 1 second
New Provider Launch
Step-by-step social media checklist for introducing a new provider — aligned with the Marketing a New Provider SOP
Use this checklist every time a new provider joins an Avelure location. Complete all steps within the first 30 days. For the full SOP, see Marketing a New Provider SOP →
Before the launch — collect assets
Professional headshot — clean background, good lighting, branded if possible
Minimum 1000×1000px · Send to content folder → Clinic → Provider headshot
Provider bio — credentials, specialties, why they love aesthetics (2–3 sentences)
Keep it warm and human — not a CV
Provider intro video — 30–60 sec on camera, filmed vertically
Script: "Hi, I'm [name], [title] at Avelure [location]. I specialize in [treatments]. I can't wait to meet you."
Before/after content from previous work (if applicable, with consent forms)
Provider's personal IG handle (if they want to be tagged & used for Collab posts)
Week 1 — announce the launch
Post: "Meet [Provider Name]" carousel — headshot, bio, specialties, booking CTA
Use Collab feature if provider has their own Instagram — post appears on both accounts
Reel: Provider intro video — published on feed with booking link in caption
Cross-post to Facebook automatically via Meta Business Suite
Story series: 3–5 stories introducing the provider — Q&A sticker on final story
Save to Providers highlight immediately after posting
Update Providers highlight with new provider story
Facebook: post the Meet the Provider carousel natively (or via cross-post)
Weeks 2–4 — build authority
Reel: Provider explains one of their specialty treatments to camera (30 sec)
Keep it educational and conversational — builds trust before the first appointment
Post: First before/after result from the provider (with patient consent)
Story: Provider answers top 3 patient questions (from Q&A sticker or DMs)
First patient testimonial featuring the new provider (if available)
Headshot added to website / Google Business Profile for the location
Coordinate with web team — not social, but should happen in parallel
Ongoing
Provider tagged in all relevant posts at their location
Provider content used in monthly BA roundups and team features
Monitor and respond to comments on provider's intro post within 24hrs
Scheduling & Tools
Meta Business Suite · HubSpot · BirdEye · Platform setup and daily workflow
Avelure uses Meta Business Suite for Instagram + Facebook scheduling and analytics, HubSpot for email, CRM, and cross-channel reporting, and BirdEye for Google Business Profile posting and reputation management across all 12 locations. Use the right tool for the right job.
Platform access — quick links
Meta Business Suite
Schedule IG + FB posts · Analytics · Ad management
→
HubSpot
Email campaigns · CRM · Cross-channel reporting
→
BirdEye
Google Business Profile posting · Reviews · All 12 locations
→
Canva
Design posts, Stories, Reels covers, Highlights
→
Instagram @aveluremedspa
Live profile · Insights · DMs
→
Facebook @aveluremedspa
Live page · Reviews · Insights
→
Which tool to use when
Google Business Profile
12-location GBP optimization guide · All posting via BirdEye
All GBP posts are made through BirdEye — log into app.birdeye.com → Listings → Social to post to all 12 locations simultaneously. GBP is the #1 local SEO driver for med spas. An active, complete GBP profile ranks higher in "near me" searches and drives direct bookings.
GBP optimization checklist — all 12 locations
Profile completeness — do this once per location, verify quarterly
Business name: Avelure Med Spa · [City] (consistent across all platforms)
Exact match to Instagram name and website is critical for local SEO
Primary category: Medical Spa · Additional: Skin Care Clinic, Beauty Salon
Phone number verified and active
Address exact match — no abbreviations, matches website and Zenoti
Website URL: aveluremedspa.com/locations/[location-slug]
Hours accurate & holiday hours updated seasonally
Profile photo: Avelure logo on Navy (same as Instagram)
Cover photo: clinic exterior or treatment room, branded overlay
10+ interior and exterior photos uploaded per location
Business description: 750 chars max · include Avelure brand language, key treatments, and city name
Use keywords: Botox, lip filler, medical spa, injectables, [city], [state]
Services section populated: all treatment categories with descriptions
Botox, Fillers, Laser Hair Removal, DiamondGlow, Chemical Peels, Microneedling, CoolSculpting
Book Online button linked to Zenoti booking URL for that location
Q&A section seeded with 5 common questions + answers
What treatments do you offer? Do you offer Botox? What is your cancellation policy?
Owner verified and profile claimed for all 12 locations
Monthly GBP posting via BirdEye — 2–4 posts per location
🏷 Monthly Promo Post
Post the monthly special on the 1st of each month. Include treatment name, offer details, and booking link. BirdEye pushes to all 12 GBP profiles simultaneously. Use the same content as the Linktree Monthly Specials update.
📷 Treatment Education Post
Pick one treatment per month. Write a 2-sentence description with keyword: "Botox at Avelure Med Spa [city]" — Google indexes GBP post text for local search. Repurpose from the Instagram education posts in the content calendar.
⭐ Review Highlight Post
Screenshot a strong 5-star Google review (no PHI). Post it to GBP with: "We’re honored by reviews like this. Thank you, [first name]. Book your appointment at the link below." Social proof on GBP directly boosts conversion rate.
👩 New Provider / Event Post
When a new provider joins or there is an event, post a GBP update for that specific location. This shows Google the profile is actively managed, which improves ranking. Use location-specific post, not a global one, for maximum relevance.
Review management via BirdEye
All Google reviews responded to within 24 hours — use HIPAA-compliant templates in the HIPAA panel
Automated review request sent via BirdEye after every completed appointment
BirdEye sends an SMS to the patient: "How was your visit?" → direct link to Google review
Monthly review count audit — log per location in KPI Tracker Notes field
Target: 4.7+ star average · 50+ reviews per location before 6 months
Flag any reviews that contain false claims — use BirdEye to dispute per Google policy
GBP post template — copy and customize in BirdEye
Monthly Promo Template
✨ [Treatment Name] is now available at Avelure Med Spa [City].[One sentence describing the treatment and key benefit.] This month, we’re featuring [offer details].
Book your complimentary consultation today — tap the link below or call us at [phone number].
#aveluremedspa #[cityname]medspa #injectables #[treatment]
Content Approval Workflow
Who approves what · Before anything goes live
Every post that goes live on @aveluremedspa represents the Avelure brand across all 12 locations. This workflow ensures brand consistency, HIPAA compliance, and quality control before anything is published or scheduled.
Approval tiers
Approval checklist — run before every Tier 2 post
Patient consent form on file for all patient-identifiable content
No PHI visible — no chart info, no full names paired with treatment, no identifiers in background
Caption reviewed: luxury tone, no typos, CTA included, hashtags added
Visual reviewed: brand colors, no harsh lighting, no filters on BA photos, correct dimensions
Post aligns with content calendar — or documented reason for deviation
If promotional: offer details verified against Master Promo Sheet, expiry date included
If influencer post: Influencer Agreement signed, FTC disclosure language in caption confirmed
Cross-post to Facebook toggled on in Meta Business Suite (for all Reels and feed posts)
Scheduled time reviewed — peak hours: Tue–Fri 10am–2pm or 7–9pm local time
Monthly Content Brief
Fill out and send to clinic managers by the 25th of each month for the following month
This brief tells clinic managers exactly what content to capture and submit that month. Send it via email on the 25th of the prior month. Content is due back to the marketing team by the 1st. Fill in the fields below, then copy the generated brief to send.
Build your monthly brief
Provider Roster
All active providers by location · IG handles for tagging and Collab posts
Keep this updated whenever a new provider joins or leaves. The IG handle column is used for tagging in posts and sending Instagram Collab invites. All providers should be tagged in their BA content and featured in a provider intro Reel within their first 30 days.
Provider table — all locations