Outsourcing social media to professionals is the right decision — but working with the wrong agency wastes both your budget and time. This guide covers the 10 critical questions you should ask and the answers to expect.
1. Do you have experience in my industry?
A tourism business and a law firm have completely different social media needs. Ask for portfolio and references in your specific sector.
2. Who creates the content?
Professional agencies provide photography, video editing, and original copywriting. Ask explicitly: "Is content production included or is it our responsibility?"
3. Which metrics do you report?
"Follower count increased" is not a sufficient metric. Look for reach, engagement rate, web traffic, leads, and conversions in monthly reports.
5. Who owns the accounts?
⚠️ This is the most critical question. Your social media accounts, ad accounts, and customer data must always be owned by you. Clarify this in the contract.
Red Flags 🚩
- 🚩 "We guarantee X thousand followers in Y days" — they're selling fake followers
- 🚩 Account ownership belongs to the agency in the contract
- 🚩 They can't show a portfolio or all references are "confidential"
- 🚩 No monthly reporting
- 🚩 They run your ad spend through their own accounts
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