Choosing a social media agency: 8 questions to ask before you sign

Social media is where most small businesses first try outsourcing their marketing, and where a lot of them get burnt. Here are the questions I'd ask any agency, plus an honest picture of what results look like over a year.

1. Who is actually creating my content?

Ask for names. If the person you meet is not the person writing your captions and designing your posts, your brand is being learnt second hand.

2. Do you shoot original content, or use stock?

People can spot stock photos in half a second. Real photos and short videos of your team, your work and your space consistently outperform anything generic. Ask if photography and video are done in house.

3. What's the monthly output, in actual numbers?

"Regular posting" means nothing. Get a number. For example, my social media scheduling is three branded feed posts a week across up to three platforms, captioned and scheduled.

4. Who owns the content and accounts if we part ways?

You should. Your pages, ad accounts and every photo and design made for you should stay with your business.

5. What's the contract length and exit clause?

Social takes a few months to build momentum, but you shouldn't be locked in for a year with no way out.

6. How do you report performance?

A good report tells you what to do differently next month. Look for enquiries, messages, bookings, website visits from social and cost per result, not just reach and likes.

7. Do you handle comments and messages?

Clarify this up front. An unanswered enquiry in your inbox costs more than a missed post.

8. What happens if it isn't working after six months?

The right answer is a plan: what will change, what will stop, and what will be tested next.

What results to expect, month by month

Months one to three: setting up, finding your tone, learning which content gets a response. Expect engagement to rise before enquiries do.

Months four to six: consistency starts paying off. Your best performing content becomes clear, and paid ads can be pointed at what already works.

Months seven to twelve: social becomes a reliable source of enquiries and trust. People arrive at your website already knowing who you are.

Vanity metrics versus business metrics

Followers and likes feel good, but they don't pay the bills. The numbers worth watching are enquiries, bookings, sales and the cost of each one. Keira, who runs an accounting firm in Newcastle, put it simply: "They've been responsible for our website and our ongoing team photoshoots." Real photos of a real team are what make a page feel trustworthy.

Want it handled?

See how I run social media for Newcastle businesses, including what's included and the price, or get in touch.