What a social media retainer should actually include

Most small businesses buy social media management the way they buy printing: a number of posts for a monthly fee. Then three months later they wonder why nothing changed. The posts went out. The business did not move.

A good retainer is not a posting service. It is a small marketing system with an owner. Here is what that system should include.

1. One business goal, written down

Enquiries, footfall, online sales or bookings. Pick one for the next quarter. Every content decision should trace back to it. If the proposal talks only about followers and engagement, the goal is missing.

2. A calendar you approve before posting

You should see the month's plan in advance: themes, formats and key dates. Approval up front saves daily back-and-forth and keeps the brand consistent.

3. Content made for you, not adapted from a template

Ask to see how they would design for your brand specifically. Stock templates with your logo are easy to spot, and your customers spot them too.

4. Community management with clear hours

Comments and DMs are where customers actually talk to you. The retainer should say who replies, within what hours, and how leads are passed to you.

5. Ad accounts in your name

If they run paid social, the ad account and payment method should be yours. Agencies that hold your ad account hold your history, your audiences and your data.

6. A monthly report you can read in two minutes

• What was posted and what performed best
• Reach and engagement against last month
• Enquiries, clicks or sales traced to social
• What changes next month and why

7. A way out

Short notice periods and no long lock-ins. A good agency keeps you because the work is working, not because the contract says so.

This is the checklist we hold ourselves to at ZanatWorks. Use it on us too.