Specify formats, not just post counts
A photo carousel, short reel and story sequence require different production effort. Record platform, format, quantity, language and whether the agency supplies photography or works with your material. Agree revision rounds and approval dates.
Separate publishing from community management
Scheduling approved posts does not automatically include answering messages, moderating comments or managing complaints. Define response hours, escalation rules and who can approve an offer or answer a product question.
Keep paid activity visible
Boosting posts and running conversion campaigns are different scopes. Advertising spend should be shown separately from agency fees unless explicitly bundled. Clarify who owns the ad accounts and how conversion quality will be reviewed.
Use a report that helps decisions
The report should explain what was published, what people responded to and what should change. Reach, saves and clicks can be diagnostic, but the business still needs to understand enquiries and outcomes. A dashboard without interpretation is not a strategy.
