Handbook / Business ideas, examined closely

How to start a social media management business: services and pricing

Many small businesses know they should be active on social media but lack the time or skills to do it consistently. A social media management business fills that gap, planning and running clients' accounts in return for a monthly fee. It can be started with a laptop and a phone, but lasting success depends on clear packages, solid processes and results clients can see.

Choose a niche and platforms

You will win clients faster if you focus on one type of business, such as restaurants, salons, real estate agents or local trades, and on the platforms their customers actually use. A niche lets you build templates, understand what works and speak your clients' language. The guide to choosing a freelance niche explains how to pick one.

Define your services

Typical services include:

• content strategy and a monthly content calendar
• creating posts: copy, graphics, short videos and photos
• scheduling and publishing
• community management: replying to comments and messages
• paid social advertising, set up and managed
• monthly reporting and recommendations

Decide what you will and will not do. For example, you may create graphics but not film video on site, or you may advise on ads but leave the ad budget in the client's account.

Package and price

Most social media managers sell monthly packages, a form of retainer pricing. Each package should state:

• platforms covered
• number of posts per week or month
• whether content creation is included or the client supplies photos
• response times and hours for community management
• reporting frequency
• number of revision rounds

Price ad management, one-off campaigns, photo shoots and extra posts separately. Charge a setup fee for audits, profile optimisation and onboarding. Before setting prices, estimate the real hours each package takes, including meetings and revisions, and check the price covers them; see how to price services.

Agreements

Use a written agreement or statement of work that covers:

• deliverables and timing
• approval process and deadlines; if the client does not approve in time, what happens
• account access and security
• who owns content, templates and ad accounts
• handling of complaints and crises on the client's pages
• notice period and fees
• compliance responsibilities

Endorsement rules

If you create content where a client pays or gives free products to influencers, or post reviews or testimonials, the FTC's endorsement guides apply. They require clear disclosure of material connections, and they say that advertisers can be liable for misleading endorsements. See endorsements and testimonials. Agree with clients who is responsible for disclosures and never post fake reviews.

Account access and security

Clients' social accounts are valuable assets. Wherever platforms allow it, ask clients to add you through their business management tools or role-based access rather than sending passwords. Use a password manager and turn on multi-factor authentication. CISA's secure our world guidance recommends strong passwords, a password manager and multifactor authentication. Remove your access when you stop working together. See phishing, because social media managers are frequent phishing targets.

Tools

You will likely use a scheduling tool, a design tool, a shared calendar or project board for approvals, and cloud storage for each client's assets. Keep each client's files separate and organised.

Reporting

Monthly reports keep clients. Go beyond follower counts and show:

• reach and engagement trends
• clicks to the client's website or bookings
• leads, messages or sales attributed to social media where possible
• what you learned and what you will change next month

Tie metrics to the client's business goals.

Finding clients

• build a portfolio with sample calendars, posts and before-and-after results
• start with local businesses you already know
• ask happy clients for referrals; see ask for referrals
• keep your own social profiles active as a demonstration

Setup and tax

Register your business, keep separate business accounts and track income and expenses, such as software subscriptions, for Schedule C. See bookkeeping for the self-employed.

Keep client work organised

Use one shared calendar per client for planned posts and approvals.

Store each client's brand guidelines, logins policy and approved assets in one place.

Pick a niche and platforms, package defined monthly deliverables, price retainers on real hours, put approvals, access and ownership in writing, follow endorsement rules, protect client accounts and report results that matter to their business.