three things that make working with a contractor fail
Almost all conflicts with an SMM contractor come down to three inconsistent points. Not to the quality of the texts and not the design—them.
We didn't agree on the goal. The company was waiting for applications, the contractor brought coverage. Formally, the work is done, but in fact both parties are unhappy.
We didn't agree on the tone. Each post is edited five times, because that “not our voice.” However, “our voice” is not described anywhere.
We haven’t agreed on who answers in the comments. The client's question hangs day, because the contractor is waiting for the company, and the company thinks that it is responsible contractor.
All three are closed with one form before work begins.
what's inside
- Goal and Metric - one main number and the definition of failure.
- Venues — what we know, what we already have, what we tried and didn’t work.
- Audience and tone - “you” or “you”, taboo topics, voice references.
- Content — volume, who provides the invoice, who approves it and for what period.
- Borders — comments, negativity, promotion budget, access.
- Organization — deadlines and format of reporting.
a question that costs more than others
Who owns accounts and access. So far the cooperation is going well, the question seems awkward and put off. When the collaboration ends, he finds himself the only one that matters.
The correct design is simple: the company owns and has administrator rights, the contractor gains access. It is recorded in writing; there is a separate paragraph for this in the brief.
lies nearby
After the brief it gathers content category planner and under it content plan. If part of the coverage purchased from bloggers, payment lies in media plan for sponsored posts. What to ask from the contractor in the report - in analysis of SMM strategy.
Frequently asked questions
- What should be in the SMM brief?
- Six blocks: goal and one main metric, sites and current state, audience and tone, content and who gives the invoice, work with comments and boundaries of responsibility, organization with reporting and access.
- What is the goal of an SMM contractor?
- One. Sales, appeals, awareness or hiring - something specific with a number. Several equally important goals lead to the contractor optimizing the one that is easier to show in the report.
- Who should respond to comments - the contractor or the company?
- This is decided before the start and written down in the brief. Both options work, but each requires its own: the contractor needs access to expertise and escalation rules, the company needs regulations and employee time.
- How to transfer social networks to a contractor safely?
- Accounts and administrator rights remain with the company; the contractor gains access, not ownership. This is recorded in writing before work begins, and not at the time of separation.
- How many publications per week should I ask for?
- As much as the team can withstand for three months in a row. An even schedule of two publications per week works better than five in the first month and zero in the second: the algorithms respond to regularity.