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.