[ Social media · Full playbook ]
// 02 / 20The buyer's playbook.
The working reference behind Social Media Management Pricing & Agency Guide 2026: what to ask, what to watch and how to run the first 90 days.
← Back to the guide[ RFP questions ]// 01
Questions that reveal real capability.
Ask for a relevant example, the decision made, the result or learning, and the person who would own the work.
- 01Which audience-platform combinations will you prioritize and exclude?
- 02What is the repeatable content thesis—not just the calendar?
- 03How will one insight become multiple native formats?
- 04Who owns comments, escalation and response times?
- 05How are creative hypotheses tested and retired?
- 06How will dark social and assisted conversions be discussed honestly?
- 07What rights apply to source files, creators and user content?
- 08How will social insights reach sales, product and service teams?
[ Risk ]// 02
Make failure visible before signature.
| Risk | Early warning | Control |
|---|---|---|
| Volume over relevance | Posts rise; quality visits fall | Use audience problems and pillars |
| Platform dependence | One network drives reach | Build owned audience and repurpose |
| Slow approvals | Timely posts expire | Pre-approve guardrails |
| Paid hides weak fit | Reach rises only with spend | Test message-market fit |
| Brand/privacy incident | Claims or consent unclear | Review and crisis playbooks |
[ Value case ]// 03
Measure outcomes—not activity.
01Qualified reachBaseline ________
90-day target ________
90-day target ________
02Saves and meaningful sharesBaseline ________
90-day target ________
90-day target ________
03Profile-to-site conversionBaseline ________
90-day target ________
90-day target ________
04Assisted conversionsBaseline ________
90-day target ________
90-day target ________
05Community response timeBaseline ________
90-day target ________
90-day target ________
06Creative testing velocityBaseline ________
90-day target ________
90-day target ________
[ First 90 days ]// 04
Move from evidence to operating rhythm.
01
Days 1–30
Audience, channel role and governance
Exit evidenceApproved baseline, owners, scope and risk log
02
Days 31–60
Content system, creative testing and community routines
Exit evidenceWorking outputs, QA evidence and decision record
03
Days 61–90
Scale winning formats and improve conversion paths
Exit evidenceMeasured result, learning backlog and operating owner
[ Reference desk ]// 05
Speak the same language.
| Term | Plain-language meaning |
|---|---|
| Content pillar | A repeatable strategic theme. |
| Native creative | Content designed for platform behaviour. |
| Dark social | Untracked sharing in private channels. |
| Engagement quality | Signals of relevance beyond reactions. |
| Community management | Listening, responding and escalation. |
| Assisted conversion | A touchpoint that influenced a conversion. |
[ Playbook in hand? ]