An Introduction to Social Media Management Contracts

CEOs already work an average of 62.5 hours each week, so it may be difficult if not altogether impossible for most executives to find enough time to do their social media presence justice.

For this reason, a growing number of business leaders are opting to sign social media management contracts, enlisting the help of experts who manage social channels on their behalf.

Why should you work with a social media management agency?

Engaging in a social media management contract can be a game-changer for your personal brand and your business. If you’re looking to uplevel your social media presence, here’s why you should strongly consider signing a social media management contract with a qualified partner:

• Expertise. Social media professionals understand the nuances of each platform. They can craft a custom strategy that aligns with your brand’s goals and ensures your content doesn’t just float aimlessly in a digital sea.
• Time savings. Managing social media can be a full-time job. By enlisting the help of experts, you free up valuable hours you can spend growing your business — a considerably better use of time than wasting an hour getting lost in a Twitter thread.
• Consistency. A dedicated team can help you maintain a steady stream of engaging content, making it that much easier to build relationships with your audience.

Why should you sign a social media management contract?

Before you start working with an agency, you’re best off signing a social media management contract — an agreement that clearly spells out what you’ll be getting. By doing so, you can:

• Avoid surprises. A contract gives you the peace of mind that comes with knowing exactly what the agency is delivering and how much you can expect to pay for their services.
• Protect your personal brand. When an agency manages your social channels, your name is on the line. This is a unique situation where the author will be putting words in your mouth, so you want to make sure things are buttoned up.
• Understand your options. A contract will give you a clear understanding of what you’re getting and what you’re not getting from the engagement. When it comes to social media management, the range of services available varies widely; you can’t assume an agency is going to manage your accounts for you unless your contract explicitly says so.
• Document workflows and approval processes. Since your personal brand is so important, you need to spell out workflows and approvals in your contract. Where will the social media content live before it’s posted? Will the agency use any third-party social media management tools during the engagement? All of these processes should be put into writing so everyone has the same expectations.

What key elements should a social media management contract include?

As you begin vetting social media management agencies, it’s important to make sure that the contract you ultimately sign clearly outlines the services provided, sets expectations, and covers what you’ll do should any problems arise during the duration of the contract.

With that in mind, let’s examine some of the key elements you need to consider before formalizing an agreement with a social media management team.

1. Scope of work

The scope of work is the blueprint of your social media strategy. It details exactly what the agency will do — like creating content for one network or many, scheduling posts, and engaging with followers. Generally, the scope of work is determined by what you’re comfortable with; if you’re keen on giving an agency direct access to your accounts, they should be able to manage your social channels entirely on their own.

It’s important to be clear here; you don’t want to expect end-to-end social media management if the agency only intends to write posts for you a couple times a week.

2. Duration

How long do you plan to work with the social media management agency? Will your partnership last three months, six months or a full year?

Defining the duration of your engagement in the contract ensures both parties have a clear understanding of the commitment involved and what can realistically be accomplished in a given timeline.

In some cases, contracts will run for a specific term, then — upon completion — roll over to a month-by-month basis. Other contracts may require you to renew for a brand-new term; generally, renewals entail some degree of renegotiation by the agency or client.

If this is your first time working with a social media management team, you’re probably best off starting small, seeing how the engagement goes, and reassessing after your initial contract wraps up.

3. Responsibilities and expectations

Responsibilities and expectations govern who’s in charge of what — from creating content to posting and scheduling to engaging with your audience. By thoroughly defining each party’s roles, you can increase the chances of a smooth and seamless engagement.

Whether you’re hoping to hand off the bulk of your social media needs to the agency or be more hands-on, it’s essential to set clear expectations from the start to ensure everyone’s rowing in the same direction.

Curious to see an example of a social media management contract? Read this.

An experienced agency will ask for clear guidelines around what can be shared publicly and what is meant simply for background or context.

4. Confidentiality and privacy

For leaders using social media, confidentiality can be a major concern. Whether you’re planning a new product launch or are fine-tuning a new business strategy, you need assurance that the sensitive information you discuss with your social media management team stays private.

An experienced agency will ask for clear guidelines around what can be shared publicly and what is meant simply for background or context.

Even more importantly, a social media contract should spell out an approval workflow. For instance, you can stipulate that no content be published without your prior approval. If that proves too time-consuming, it’s also possible to designate a point-person on your internal team for approvals.

5. Ownership of intellectual property

Who owns the content created during your collaboration? It’s important to make sure this information is stated in your contract to avoid dealing with potential headaches at some point in the future.

Since you’re going to be paying for the content and it’s going to be published on your accounts, typically you should own it. By spelling that out clearly in your contract, you can minimize the likelihood there’s any confusion about who gets to keep the assets when the contract ends.

6. Dispute resolution

Anytime you enter into a relationship with a vendor, provisions for dispute resolution are essential. These likely won’t come into play but can be invaluable in the event of a  violation of the terms of the agreement.

In short, dispute resolution governs how disagreements between you and the social media agency you hire will be settled. Most contracts include clauses that outline how disagreements will be handled — whether through mediation, arbitration, or another avenue.

Bottom line? Having such a clause helps you avoid unnecessary drama in the event any hiccups arise over the course of your partnership.

7. Indemnification and liability

Indemnification and liability are like insurance for your social media strategy. They’re there to cover your back in case things go wrong.

These types of clauses ensure that each party knows who’s responsible for what if a mistake occurs — whether it’s a typo in a social post or a bigger legal issue. While it’s unlikely that you’ll ever need to refer to these clauses after you’ve signed a contract, defining the boundaries protects your business against unexpected claims.

As with most services, you tend to get what you pay for. At the end of the day, expect more engagement, more qualified leads and more conversions from a full-service agency.

What are the common payment structures for social media management services?

Like most things in life, you can spend all kinds of money on social media management services. According to one report, social media management can cost anywhere between $100 and more than $10,000 per month and up, depending on the size of your business, the industry you operate in, and the level of hands-on management you’re expecting.

Generally speaking, the higher-touch the service offering is, the greater the price tag. A budget agency may provide short generic posts, often generated with tools like ChatGPT, for a modest price. A full-service social agency, on the other hand, will have qualified writers craft original, insightful content based on your input and industry research. They’ll also post on your behalf and engage with your audience to build community.

As with most services, you tend to get what you pay for. At the end of the day, expect more engagement, more qualified leads and more conversions from a full-service agency.

When it comes to social media management services, there are a few common payment structures to choose from depending on your needs and budget. Usually, agencies will charge:

• A monthly retainer. Think of this as a subscription service — pay a fixed amount each month for a set scope of services. This option works well if you need consistent social media management over a longer period of time.
• Project-based fees. If you’re hiring an agency for a one-time campaign or a specific project, they might charge you a flat fee for the engagement. This can be a good option if you need help with a big launch or are gearing up for a special event.
• Hourly rates. With this structure, you pay for the exact number of hours the agency spends on your social media needs each month. It’s flexible but can be tricky to budget if the hours aren’t consistent.

If you’re looking for a steady, long-term engagement and don’t want any surprises when you receive an invoice, opting for a monthly retainer may be the wisest choice.

To learn more about what you can expect after signing a social media management contract, check this out.

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