Organic Facebook Pages, Instagram, and Google Business Profile. Working session with Korrine.
Meeting
Social Ops Working Session
Date
2026-05-13
Prepared for
Korrine
Owner
Dakota Milner
Pre-read
Same day
Reading time
~5 min
Confidence
65%
Status
DRAFT
Section 1 · Purpose
Pick a direction for how SGA stands up social across the portfolio.
Working session, not approval gate. Goal: agree on tiering, name the provisioning model, confirm region count.
Section 2 · Decisions requested
Three calls to make.
Decision 1
Portfolio approach for social presence across 260 practices.
Tier the portfolio. Practice-led creation.Build all 260 to the same standardReactive. Build on practice request.
Decision 2
Who clicks "Create Page" 110 times.
Office manager at each practice, coordinator-drivenKorrine creates everything sequentiallyRunbook sent to each practice, no coordinator
Decision 3
Regional portfolio structure.
14 regional Business Portfolios under one verified SGA parentSingle parent portfolioDefer. Pilot one region first.
Section 3 · Recommendation
My take.
Tier the 260-practice portfolio. The office manager at each Tier 1 and Tier 2 practice creates their own Page and Instagram from a 20-minute runbook, then hands admin to SGA's Business Portfolio. Korrine plus one rollout coordinator drive the schedule, claim assets, and audit. GBP claimed centrally from a corporate Google Workspace account. All under 14 regional portfolios anchored to a verified SGA parent.
Confidence 65%
Open variables: actual region count, tier mix, which practices are already on agency-led social, and which office managers need help with the runbook. Korrine has the field read on all four.
Section 4 · Meeting objectives
What this session should hit.
Tiering. Confirm or replace the 30 / 80 / 150 cut.
Creators. Confirm office managers are the per-practice creators. Identify outliers.
Coordinator. Name the person who drives the 60-day rollout.
Regions. Confirm 13 vs 14 and pull actual names.
HQ admin backups. Name two profiles beyond Korrine.
Agency overlap. Flag practices we cannot disturb mid-flight.
Section 5 · Where we are
State of organic social across the portfolio.
Scope. Facebook Pages, Instagram organic, and Google Business Profile only. No paid spend in this plan.
Uneven coverage. Some agency-run, some legacy Pages on personal profiles, many with nothing.
No central asset graph. No SGA Business Portfolio owns the network today.
Publishing layer exists. Content Engine and Zernio are built and waiting on connected Pages.
Gen4 push. 68 practices added through acquisition. Ad-hoc setup does not scale from here.
Why it matters: Without a corporate-owned account graph, every champion turnover loses assets and Content Engine has nowhere to push.
Section 6 · Options
What each path costs in time and risk.
Option
Time cost
Upside
Risk
Tier + practice-led creation
Each office manager spends ~20 min once. Korrine 10 to 15 hrs/wk for 60 days in oversight. Coordinator part-time across 60 days.
110 practices on Page + IG by week 9. All 260 on GBP by week 6. Zernio fed by Q3. Assets owned by SGA from hour one.
Some office managers will need hand-holding through the runbook.
Build all 260 uniformly
4 to 5 months elapsed. Korrine 20+ hrs/wk.
Universal coverage.
~60% of effort builds Pages nobody actively uses. Delays Content Engine by a quarter.
Reactive only
Near zero upfront. Korrine handles inbound.
No wasted setup.
Coverage stays uneven indefinitely. Acquisitions keep arriving without a runway.
Section 7 · Why this approach
Three reasons.
Practice-led creation is the only way Meta scales here. Every Facebook Page requires a real personal profile behind it. Korrine has one profile. So do you. Creating 110 Pages from one or two hub profiles flags as fraud. Office managers already have personal Facebook profiles. One Page from one manager on one personal profile is normal use, not flagged. Get the Page into SGA's Business Portfolio within an hour and corporate retains ownership.
ROI is concentrated. Google Business Profile drives most general-dentistry patient flow. Facebook and Instagram pay back hardest at ~30 cosmetic, implant, and growth-priority practices. Building polished Pages for the bottom 150 spends effort against returns that may not materialize.
Content Engine cuts the Tier 2 cost to near zero. Once a Page is connected to Zernio, the engine drives organic cadence without Korrine's hands. The one-time setup is the bottleneck. After setup, Tier 2 (~80 practices) runs itself.
Section 8 · What Korrine will push on
Pre-loaded answers.
Why 14 regions?
Meta's Business Portfolio UI degrades past ~100 assets, and any compromise event spreads to every sibling asset inside the portfolio. Splitting at 14 keeps each portfolio at ~15 to 20 Meta assets even at full Tier 1 + 2 buildout, caps blast radius if one is compromised, leaves headroom for Tier 3 upgrades later, and stays well inside Meta's identity caps.
What about practices already on agency-run social (TIE, others)?
They stay where they are. Coordinator audits agency relationships before touching anything. Working Pages get invited into shared admin, not recreated. Korrine knows this field state better than the plan does.
Is the office manager the same thing as a "content champion"?
No, and that distinction matters. The office manager is the per-practice creator. They click "Create Page" once, accept the SGA Business Portfolio invite, and drop to editor. That is a 20-minute, one-time ask. A content champion is an ongoing role: someone who posts, responds, owns the local content cadence. Champions are only recruited for Tier 1 (~30 practices). Tier 2 and 3 office managers create the asset, then Content Engine and the central inbox carry the load.
HIPAA on Instagram DMs?
Champions never engage clinical questions in DM. They route to the practice's existing intake channel. Tier 1 training is gated on whether Legal wants a BAA on inbox tooling before we publish.
Section 9 · Open for the session
The brainstorm. Korrine's call on most of these.
Does 30 / 80 / 150 match reality?
Picking 10 names per tier from memory tells us fast. If picks match the audit map, ship. If not, redo the cut.
Korrine to validate.
Which practices have agency-run social we cannot touch?
TIE on Innovative Dental Springfield is settled. Others?
Open. 2-hr scrub session in week 1.
Coordinator role: existing SGA staff, new contractor, or agency?
The coordinator does not create accounts. They send runbooks, send Business Portfolio invites, claim Pages, audit, troubleshoot, and handle GBP from the corporate Google account. Light-touch project management work, ~20 hrs/wk for 60 days.
Korrine names existing options first.
Region count: 13 or 14?
Plan assumes 14 with Innovative Dental as a specialty region. Could be 13 if specialty rolls into a general region.
Korrine pulls list from ops leadership.
Two HQ admin backups beyond Korrine.
Three admins is minimum for break-glass coverage. Hardware 2FA on all three.
One Marketing, one Operations. Korrine nominates.
Legacy Pages on departed-staff personal profiles.
Recovery via Meta can take weeks or fail. Need a policy.
Recover if >1,000 followers or active reviews. Rebuild otherwise.
Gen4 EIN rollup status.
Business Verification ties to the entity that owns the domain and EIN. Any Gen4 practices still on independent EINs may not verify under the SGA parent.
Open. Finance / Legal check before parent verification.
Office managers without a personal Facebook profile.
Edge case but real. Some practice staff do not use Facebook personally. We need a fallback: regional ops lead steps in as the creator for that practice, or rotate an SGA staff member with a personal profile through the few outliers.
Open. Coordinator surfaces edge cases in audit phase.
Steady-state acquisition flow.
Acquisitions keep coming after the sprint. Each new practice needs a tier and a runbook on day one.
Korrine drafts onboarding SOP in week 10.
HIPAA inbox BAA.
Whether Tier 1 champions need BAA-covered tooling to respond to DMs.
Dakota to Legal in week 1.
Section 10 · Risks
Top three.
Risk
Likelihood
Impact
Mitigation
Tier mix is wrong. Cut undershoots which practices actually drive social-attributable revenue.
Med
Provisioning time misallocated. Content Engine output stalls a quarter.
Agency conflict. Takeover disrupts a working agency Page mid-quarter.
High
Disrupted leads at 2 to 5 practices. Possible relationship damage.
Pre-sprint scrub (Open Q2). Hard rule: invite into shared admin, never recreate.
Parent Verification fails. EIN, domain, or document mismatch blocks Business Verification.
Low
2 to 4 week delay on Tier 1 launch.
Submit week 1 with full document package. Finance / Legal pre-clears Gen4 status.
Section 11 · If we move
Architecture, timeline, first five actions.
Direction set
2026-05-13
Revisit
2026-08-13
Owner
Dakota Milner
Who creates each asset
The model is practice-led creation with corporate-claimed admin. Korrine and the coordinator never click "Create Page." Hours after each Page is created, SGA's Business Portfolio is the admin and the office manager drops to editor.
Asset
Who creates it (clicks the buttons)
Who owns admin after
Facebook Page
Office manager at the practice, logged in to their own personal Facebook profile. ~20 min with runbook.
SGA Business Portfolio (regional), within ~1 hour of creation.
Instagram (Business)
Same office manager, linking the IG account to the Page they just created.
SGA Business Portfolio (regional), linked via Meta Accounts Center.
Google Business Profile
Korrine or coordinator, from a corporate Google Workspace account. Practice manager retrieves the verification postcard and forwards the code.
Corporate Google Workspace account.
Why this works: Office managers all have personal Facebook profiles already; creating one Page from one profile is normal use Meta does not flag. Asset transfers into SGA's portfolio inside the same day, so corporate retains ownership when staff turn over.
Coordinator role
Schedules each practice's 20-minute setup window.
Sends the runbook and the Business Portfolio invite.
Claims the Page once the manager accepts the invite.
Trains Tier 1 office managers on basic content cadence.
Triages Meta verification problems and edge cases.
Architecture: 14 regional portfolios under one verified SGA parent
Each region holds ~18 practices' Facebook Pages and Instagram accounts. Google Business Profile managed alongside, outside the Meta hierarchy. Korrine plus two HQ backups carry parent admin. Champions get employee access on their own practice's Page only.
Inventory existing Pages, IGs, and GBPs. Flag legacy Pages on departed-staff profiles. Confirm office manager per practice for Tier 1 and 2. Naming standard locked.
Coordinator + Korrine
3. GBP first
Week 3 to 6
Claim or verify GBP on all 260 practices from corporate Google Workspace. Unblocks Tier 3 entirely.
Coordinator
4. Tier 1 build
Week 4 to 7
Office managers at 30 priority practices create Page + IG from runbook. Coordinator claims into regional portfolio. Zernio connection. Tier 1 managers trained.
Office managers + Coordinator + Korrine
5. Tier 2 build
Week 5 to 9
Office managers at ~80 standard practices create Page + IG from runbook. Coordinator claims into regional portfolio. Zernio connection. Content Engine drives cadence.
Office managers + Coordinator
6. Wrap
Week 9 to 10
Final audit. Runbooks for new acquisitions, champion offboarding, quarterly drift checks.