Social Media Proposal Template

[Client Company] has a real brand but a quiet social presence — inconsistent posting, no clear voice, and no measurable contribution to pipeline. This proposal outlines a [6 / 12]-month social media engagement designed to turn [Instagram / LinkedIn / TikTok / X] into a channel that builds audience and ships qualified leads to sales. Headline numbers (from our preliminary audit): - Current followers across primary channels: [N] - Current avg. engagement rate: [X]% (industry: [Y]%) - 12-month follower target: [+N] on [primary channel] - 12-month engagement target: [X]% on [primary channel] - Estimated incremental MQLs from social: [N] / mo by month 12 Investment: $[ABC] / mo. First 90 days committed, rolling monthly after.

We audited your accounts and three direct competitors before writing this proposal. The headline gaps: 1. Channel mix - You post on [N] channels; only [M] of them reach your buyer - [Channel] is your highest-leverage channel and is currently posting [X] times / mo (target: [Y]) - [Channel] should be dropped or reduced to repurpose only 2. Content - Current mix is [X]% promotional, [Y]% thought-leadership, [Z]% community - Top-performing competitor mix is closer to 20/60/20 - No identifiable content pillars; followers can't predict what they get from you 3. Engagement & community - Comments and DMs go unanswered for [N]+ days - No proactive engagement on prospect or partner accounts - Employee advocacy is off — your team's combined reach is [N×] the brand account 4. Measurement - Reporting today is vanity metrics (followers, likes) - No link from social → site → CRM - Can't attribute a single MQL to social right now Full audit (every account, every benchmark) delivered in week 1.

Channels in scope: [LinkedIn / Instagram / TikTok / X / YouTube Shorts] Strategy - Brand voice and tone doc - Three content pillars with example posts for each - Monthly content calendar approved by you in advance - Quarterly strategy refresh Content production - [N] static / carousel posts per channel / week - [N] short-form videos / month (scripting, editing, captions, hooks) - [N] stories / week (where applicable) - Original graphics in your brand system; no stock-heavy slop Community management - Reply to all comments and DMs within 1 business day - Proactive engagement on a curated list of [N] target accounts daily - Crisis / negative-comment escalation protocol Paid amplification (optional) - Boost top organic posts to lookalike + retargeting audiences - $[X] / mo recommended ad spend, billed separately Employee advocacy - Monthly content kit for your team - Onboarding for [N] champion employees in quarter 1 Reporting - Live dashboard: reach, engagement, follower quality, link clicks, MQLs - Monthly report + 30-min review call - Quarterly business review

Posting cadence (per channel) [Primary channel — e.g. LinkedIn] - [N] posts / week - Mix: 60% thought-leadership, 20% community / behind-the-scenes, 20% product - Best windows: [Tue–Thu, 8–10am client timezone] [Secondary channel — e.g. Instagram] - [N] feed posts / week + [N] stories / week + [N] Reels / week - Mix: 50% lifestyle / behind-the-scenes, 30% education, 20% product Production calendar - Month N–1, week 3: content calendar drafted - Month N–1, week 4: you review + approve (3 business days) - Month N: content shipped on schedule Approval workflow - Single point of contact on your side - Async approval in [Notion / Airtable / Google Doc] - 3-business-day turnaround on approvals (otherwise calendar shifts) - "Pre-approved" categories for time-sensitive posts (no per-post approval needed)

Social only works as a partnership — no one knows your customer like you do. To hit the targets above we'll need: - A single point of contact for approvals - Access to all in-scope social accounts (admin, not just contributor) - Brand assets: logo, fonts, colors, photography library - Access to GA4 and (where possible) your CRM for closed-loop reporting - One 30-min recorded interview per month with a subject-matter expert on your team (fuel for thought-leadership content) - 3-business-day turnaround on the monthly content calendar - Quarterly time from a senior stakeholder for strategy review What we won't ask for: - Per-post approvals on pre-approved content categories - Original photography sessions (quoted separately if needed) - Access to executive personal accounts unless explicitly in scope

Engagement: [6 / 12] months Monthly fee: $[ABC] / mo Total: $[XYZ] Included: - Everything in the four scope sections above - Content production, community management, reporting - Unlimited Slack / email access to the team - No per-post or per-channel upcharges within agreed cadence Not included (passed through at cost or quoted separately): - Paid amplification spend (recommended: $[X] / mo) - Original photography or video production beyond short-form - Influencer or creator partnerships - Premium scheduling / listening tools (only if you don't already have them) Payment: Monthly, net 15. First 90 days committed; rolling monthly after. This proposal is valid for 30 days from [date].

If this looks like a fit: 1. Reply to confirm scope, channels, and start date 2. We'll send the MSA + month-1 invoice and an access checklist 3. Kickoff call within 5 business days of signature 4. First posts live within 3 weeks of kickoff Want to scope down to one channel, add a paid layer from day one, or pilot for 90 days before committing? Reply to this proposal — we'd rather shape the engagement together than lose a good fit over a fixable detail. — [Your name] [Your agency] [Email] · [Phone]