# SOCIAL MEDIA BRIEF

> **Disclaimer — not legal advice.** This template is provided free of charge, as is and with no warranty of any kind, and using it creates no attorney-client relationship. It is jurisdiction-neutral: you are responsible for adapting it, for your own legal and tax compliance, and for having a qualified professional in your jurisdiction review it before you rely on it. Full terms: https://trycolo.co/terms-of-use

**Brand:** [BRAND NAME]  |  **Client contact:** [NAME], [EMAIL], [PHONE]  |  **Date:** [DATE]
**Social media manager:** [YOUR NAME / AGENCY]
**Approver for posts:** [NAME]  |  **Senior escalation contact:** [NAME], [PHONE]
**Start date:** [DATE]

## 1. Accounts

| Platform | Handle / page | Access method | Owner of the account |
| --- | --- | --- | --- |
| [PLATFORM] | [@HANDLE] | [Business manager role / shared login via password manager] | [CLIENT] |
| [PLATFORM] | [@HANDLE] | [ACCESS METHOD] | [CLIENT] |
| Scheduling tool | [TOOL] | [ACCESS METHOD] | [CLIENT / MANAGER] |

Accounts stay in the client's name. Two-factor authentication codes go to [NAME / DEVICE].

## 2. Platforms and goals

| Platform | Why we are here | Main goal | How we measure it |
| --- | --- | --- | --- |
| [PLATFORM] | [e.g. where our buyers research suppliers] | [e.g. website visits from posts] | [e.g. link clicks per month] |
| [PLATFORM] | [REASON] | [e.g. community and repeat customers] | [e.g. saves, shares, DMs] |
| [PLATFORM] | [REASON] | [GOAL] | [METRIC] |

## 3. Audience

**Primary audience:** [WHO, WHERE, WHAT THEY CARE ABOUT]
**Secondary audience:** [e.g. job candidates, local press, partners]
**Accounts our audience follows:** [BRANDS / CREATORS / PUBLICATIONS]

## 4. Content pillars

| Pillar | What it covers | Share of posts | Example post |
| --- | --- | --- | --- |
| [e.g. Behind the scenes] | [Team, process, workspace] | [25]% | [EXAMPLE] |
| [e.g. Education] | [Tips, how-tos, myths] | [35]% | [EXAMPLE] |
| [e.g. Customer stories] | [Reviews, user posts, case studies] | [20]% | [EXAMPLE] |
| [e.g. Offers and news] | [Launches, events, promotions] | [20]% | [EXAMPLE] |

**Topics we never post about:** [e.g. politics, competitor criticism, unreleased products]

## 5. Frequency and formats

| Platform | Posts per week | Stories / short video per week | Format mix |
| --- | --- | --- | --- |
| [PLATFORM] | [N] | [N] | [e.g. 50% carousels, 30% short video, 20% single image] |
| [PLATFORM] | [N] | [N] | [MIX] |

**Best posting times (if known):** [DAYS / TIMES / TIMEZONE]

## 6. Voice, hashtags and tagging

- **Tone:** [WORD], [WORD], [WORD]
- **Emoji:** [ ] None  [ ] Sparingly  [ ] Part of the voice
- **Branded hashtags:** [#TAG]  |  **Topic hashtags:** [#TAG, #TAG]  |  **Max per post:** [N]
- **Always tag:** [PARTNERS, LOCATIONS, STAFF ACCOUNTS WITH PERMISSION]
- **Reposting user content:** [ ] Always ask permission first  [ ] Tagged posts may be shared with credit
- **Paid partnerships and disclosures:** [HOW SPONSORED CONTENT IS LABELED]

## 7. Approvals

1. Manager sends the [weekly / monthly] content calendar by [DAY / DATE].
2. Approver replies with one consolidated set of changes within [2] business days.
3. Posts not approved by the deadline [ ] are skipped  [ ] go out as drafted  [ ] move to the next slot.
4. Reactive or trending posts outside the calendar: [ ] need approval by message  [ ] manager may post within the pillars.

## 8. Community management

| Item | Agreement |
| --- | --- |
| Reply hours | [DAYS], [TIME] to [TIME] [TIMEZONE] |
| Weekend coverage | [ ] None  [ ] Once a day check  [ ] Client covers |
| Response target | Within [1] business day |
| Manager may answer | [Opening hours, links, product availability, general questions] |
| Manager hands to client | [Pricing quotes, refunds, orders, complaints, health / legal questions, job applications] |
| Spam and abuse | [Hide / delete / block], logged in [WHERE] |

## 9. Escalation and crisis

| Level | Examples | Action | Who | Within |
| --- | --- | --- | --- | --- |
| 1 — Routine | Questions, compliments | Manager replies | Manager | Response target |
| 2 — Needs a decision | Complaint, refund request, negative review | Forward with screenshot | Client contact | [4] business hours |
| 3 — Urgent | Safety issue, legal threat, press inquiry, post spreading fast | Pause scheduled posts, call | Senior escalation contact | Immediately |

**Agreed holding reply:** "[e.g. Thank you for raising this. We are looking into it and will message you directly today.]"
**Never say publicly:** [e.g. admissions of fault, personal details, refund promises]

## 10. Assets from the client

| Asset | Where | By |
| --- | --- | --- |
| Logo files and brand guidelines | [LINK] | [DATE] |
| Photo and video library | [LINK] | [DATE], then [MONTHLY] |
| Product / service information and prices | [LINK] | [DATE] |
| Upcoming launches, events and offers | Shared [N] weeks ahead | Ongoing |

**Brief approved by:** ____________________  **Name:** [APPROVER]  **Date:** [DATE]

---

### How to use this template

1. Confirm account access in section 1 before you plan any content.
2. Agree the escalation table in section 9 with the senior contact, not only the day-to-day contact.
3. Build the first calendar from the pillar shares in section 4.
4. Review the brief every quarter against the goals in section 2.

*Template provided by Colo (trycolo.co). Not legal advice — review with a qualified professional in your jurisdiction.*