SetuOS: Complete Operating Framework for BJP Social Media
A CMMI Level-5 compliant, audit-ready system managing 80 pages across Maharashtra — scalable to 8,000+ pages nationwide.
The Challenge
No standardised workflow, no audit trail, no crisis protocol. 78% of pages underperforming with zero accountability and knowledge loss when staff leave.
The Solution
A governed, measurable, crisis-proof operating system for 73 Facebook and 45 Instagram pages with complete documentation and institutional memory.
Structure
Operating Model & Team Structure
Hub and spoke model with central governance from Dombivali and distributed execution across 6 regions: Vidarbha, Marathwada, Western Maharashtra, Konkan, North Maharashtra, and Pune.
5 Core Principles
01
Single Source of Truth
All content, approvals, and metrics in one system
02
Separation of Duties
Strategy ≠ Creation ≠ Approval ≠ Publishing
03
No Verbal Workflows
Every instruction documented, no WhatsApp orders
04
Measurable Everything
If it can't be measured, it doesn't exist
05
Fail-Safe Design
System works even with 30% team change
Team: 39 People Minimum
  • 1 Programme Director
  • 4 Function Heads (Strategy, Production, Community, Analytics)
  • 6 Regional Leads (managing ~13 pages each)
  • 12 Content Creators
  • 4 Designers
  • 8 Community Managers
  • 4 Schedulers
Operating Hours
Content Publishing: 06:00–22:00 IST, 7 days
Community Response: 08:00–22:00 IST, 7 days
Crisis Response: 24/7/365
Process
Content Lifecycle: From Idea to Publish in 54 Hours Maximum
Every piece of content follows a documented, measurable process with clear service level agreements and quality gates at each stage.
Crisis Management
Community Management & Crisis Protocol
With content workflows established, the next critical layer is community engagement. Every post generates responses that must be monitored, classified, and addressed systematically.
24/7/365 monitoring with automated detection, classified response protocols, and escalation procedures to protect brand reputation and respond to threats in real-time.
Community Lifecycle
1
DETECT
30 minutes
2
CLASSIFY
5 minutes
3
RESPOND
2-4 hours
4
RESOLVE
24 hours
Monitoring Frequency (SOP-006)
P1 State Pages
Every 30 minutes
P2 District HQ
Every 1 hour
P3 Others
Every 2 hours
API pulls every 15 minutes with keyword alerts for scam, fraud, corrupt, communal terms in English and Marathi.
Response Tiers (SOP-007)
01
T1 (2hr SLA)
Community Manager handles positive acknowledgements, queries, complaints
02
T2 (30min approval)
Regional Lead reviews policy explanations and negative counters
03
T3 (15min approval)
Director approves VIP, sensitive, communal, caste, legal matters
Crisis Management
Crisis Escalation & Response Protocol
When routine community management detects serious threats, the system escalates to crisis mode. Here's how we respond to emergencies that could damage the party's reputation.
24/7/365 monitoring with automated detection, classified response protocols, and escalation procedures to protect brand reputation and respond to threats in real-time.
Community Lifecycle
1
DETECT
30 minutes
2
CLASSIFY
5 minutes
3
RESPOND
2-4 hours
4
RESOLVE
24 hours
Monitoring Frequency (SOP-006)
P1 State Pages
Every 30 minutes
P2 District HQ
Every 1 hour
P3 Others
Every 2 hours
API pulls every 15 minutes with keyword alerts for scam, fraud, corrupt, communal terms in English and Marathi.
Response Tiers (SOP-007)
01
T1 (2hr SLA)
Community Manager handles positive acknowledgements, queries, complaints
02
T2 (30min approval)
Regional Lead reviews policy explanations and negative counters
03
T3 (15min approval)
Director approves VIP, sensitive, communal, caste, legal matters
Crisis Escalation Colour Codes
🟢 GREEN
Normal operations
🟡 YELLOW
Alert status
🟠 ORANGE
Serious concern
🔴 RED
Crisis mode
⚫ BLACK
Critical emergency
8-Step Crisis Response (SOP-008)
Immediate Alert (5 min)
Phone call to Crisis Commander
Assessment (10 min)
Verify real, assign code, map source
Containment (15 min)
PAUSE all scheduled content, hide inflammatory comments
War Room (30 min)
Assemble Crisis Response Team
Client Notification
Timing based on severity code
Response Execution
Per approved plan only
Monitor & Iterate
Until downgrade or resolve
De-escalation
Post-mortem mandatory within 72 hours

Crisis triggers include: viral content (50+ shares/hour), senior leadership involvement, serious allegations, media attention, or organised attacks.
Metrics & Delivery
Key Performance Indicators
Every process, from content creation to crisis response, must be measured. These KPIs ensure accountability and continuous improvement across all 80 pages.
Key Performance Indicators (SOP-005)
2%
Follower Growth
Month-on-month target
3%
Engagement Rate
Minimum threshold (alarm below 1.5%)
80%
Response Rate
Community management target
95%
On-Time Publishing
Process compliance target
Metrics & Delivery
Reporting & Accountability
To maintain these performance standards, every process has a defined Service Level Agreement (SLA) and reporting cadence. This ensures transparency and timely escalation.
Master SLA Cheat Sheet
Reporting Calendar
  • Daily 9AM: Dashboard to Heads and Leads with yesterday's summary, alerts, top posts
  • Weekly Monday 10AM: Full review to all staff and client with trends, 80-page ranking, recommendations
  • Monthly 1st Monday: Business review with deep dives, resource utilisation, next month plan
Delivery Roadmap
Delivery Roadmap & Success Targets
With the operating model, processes, and metrics defined, here's how we'll implement SetuOS across Maharashtra—and eventually scale nationwide.
Our strategic plan unfolds in distinct phases, each with clear objectives and timelines, culminating in robust, measurable success.
1
Phase 0 ✅ COMPLETE
CMMI Level-5 SOP suite, 10 documents, audit-approved
2
Phase 1 (8 weeks)
Platform build: workflow engine, dashboard, audit trail, Meta API integration
3
Phase 2 (4-6 weeks)
Pilot on 10-20 pages with SLA target ≥85%, uptime ≥99%, feedback ≥3.5/5
4
Phase 3 (Ongoing)
Full 80 pages, monthly governance, continuous improvement
90-Day Targets
Focus on foundational performance and process adherence.
  • Process compliance 85%
  • SLA achievement 80%
  • Audit closure 90% within 7 days
1-Year Targets
Achieving sustained excellence and superior responsiveness.
  • Process compliance 98%
  • SLA 95%
  • Engagement +10%
  • Crisis response ≤15 minutes