Free Template
Social Media Proposal Template
A professional social media proposal template for agencies and freelancers. Covers platform audit, recommended platform strategy, content pillars, posting frequency, community management scope, paid social recommendations, KPIs, and pricing — all ready to customise.
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[Placeholder]text with your information. - 4. Add your branding, logo, and colour scheme.
Template Content
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SOCIAL MEDIA PROPOSAL ═══════════════════════════════════════════ Prepared for: [Client Name] Prepared by: [Agency Name] Date: [Date] Proposal Reference: [REF-001] ═══════════════════════════════════════════ EXECUTIVE SUMMARY ───────────────── [Client Name] is looking to build a stronger, more consistent presence on social media to increase brand awareness, drive engagement, and generate [X] qualified leads per month from [Target Platforms]. Based on our audit of your current social profiles and a review of your competitors, we have identified clear opportunities to grow your audience and convert social followers into customers. ─────────────────────────────────────────── PLATFORM AUDIT — WHERE YOU STAND TODAY ─────────────────────────────────────────── INSTAGRAM • Followers: [X,XXX] • Average engagement rate: [X]% (Industry benchmark: [X]%) • Last post: [X] days ago • Top performing content type: [Type] • Key gap: [e.g., No Reels strategy; Reels get 3x reach of static posts] FACEBOOK • Page likes: [X,XXX] • Average reach per post: [XXX] • Engagement rate: [X]% • Last post: [X] days ago • Key gap: [e.g., No paid promotion; organic reach capped at [X]%] LINKEDIN • Followers: [X,XXX] • Average impressions per post: [X,XXX] • Engagement rate: [X]% • Last post: [X] days ago • Key gap: [e.g., No thought leadership content from senior team] [PLATFORM 4 — add/remove as needed] • Followers: [X,XXX] • Engagement rate: [X]% • Key gap: [Gap] COMPETITOR BENCHMARKS: • [Competitor 1]: [X,XXX] followers on [Platform], [X]% engagement • [Competitor 2]: [X,XXX] followers on [Platform], [X]% engagement • [Competitor 3]: [X,XXX] followers on [Platform], [X]% engagement ─────────────────────────────────────────── RECOMMENDED PLATFORM STRATEGY ─────────────────────────────────────────── PRIMARY PLATFORMS (Active management, full content creation): 1. INSTAGRAM Why: [Industry] audience is highly active on Instagram; visual content performs well for [Product/Service type]. Strong Reels and Story strategy can significantly increase reach. Objective: Grow followers by [X]% and achieve [X]% engagement rate within 6 months. 2. LINKEDIN Why: Decision-makers and B2B buyers research [Industry] suppliers on LinkedIn. Thought leadership content will build trust and drive inbound enquiries. Objective: [X] qualified leads per month from LinkedIn outreach and content. 3. FACEBOOK Why: Required for Meta advertising infrastructure and to reach [X]+ demographic. Objective: Support paid social campaigns; maintain active presence for retargeting audiences. SECONDARY PLATFORMS (Monitoring only, quarterly review): • [Platform] — will review in Q[X] for potential activation • [Platform] — not recommended for [Industry] audience at this time ─────────────────────────────────────────── CONTENT PILLARS ─────────────────────────────────────────── We recommend building your content around 5 pillars: PILLAR 1: [BRAND STORY & CULTURE] Content examples: Behind-the-scenes, team introductions, company milestones, values posts Frequency: [X] posts/week Objective: Build human connection and brand trust PILLAR 2: [EDUCATIONAL / HOW-TO] Content examples: Tips, guides, tutorials, FAQ responses, industry insights Frequency: [X] posts/week Objective: Position [Client Name] as a trusted expert in [Industry] PILLAR 3: [PRODUCT / SERVICE SHOWCASE] Content examples: Product features, use cases, before/after, client results Frequency: [X] posts/week Objective: Drive product awareness and purchase consideration PILLAR 4: [SOCIAL PROOF] Content examples: Client testimonials, case studies, reviews, UGC reposts Frequency: [X] posts/week Objective: Build credibility and reduce purchase hesitation PILLAR 5: [COMMUNITY & ENGAGEMENT] Content examples: Polls, questions, trending topics, industry news reactions Frequency: [X] posts/week Objective: Drive conversation, increase algorithmic reach ─────────────────────────────────────────── POSTING FREQUENCY BY PLATFORM ─────────────────────────────────────────── PLATFORM POSTS/WEEK STORIES/WEEK REELS/MO ───────────────────────────────────────────────────────── Instagram [X] [X] [X] Facebook [X] — [X] LinkedIn [X] — — [Platform 4] [X] — — ───────────────────────────────────────────────────────── ─────────────────────────────────────────── CONTENT CREATION PROCESS ─────────────────────────────────────────── WEEK 1 OF EACH MONTH: • Content strategy call with your team (30 minutes) • We prepare the full month's content calendar WEEK 2: • Content calendar presented for approval (via [Tool]) • Revisions completed within 48 hours WEEK 3–4: • Approved content scheduled and published • Community management ongoing (Mon–Fri, 9am–5pm) ASSET REQUIREMENTS FROM YOU: • Brand photography/video assets (we can brief a photographer if needed) • Product samples or access for content creation (if applicable) • Key dates, promotions, events for the calendar • Brand guidelines (colours, fonts, tone of voice) ─────────────────────────────────────────── COMMUNITY MANAGEMENT ─────────────────────────────────────────── Included in this proposal: ✓ Responding to comments on all posts (within 4 business hours) ✓ Responding to DMs/messages (within 4 business hours) ✓ Monitoring and flagging brand mentions ✓ Escalating complaints to your team with recommended response ✓ Moderating spam and inappropriate comments NOT included (available as add-on): • Out-of-hours cover (evenings, weekends) • Proactive outreach and follower growth campaigns • Influencer identification and outreach ─────────────────────────────────────────── PAID SOCIAL RECOMMENDATIONS ─────────────────────────────────────────── We recommend a paid social budget of $[X,XXX]/month to accelerate organic growth: CAMPAIGN 1: Awareness (Top of Funnel) Budget: $[XXX]/mo | Platform: [Instagram/Facebook] Objective: Reach [Target Audience] in [Location] Creative: [X] video/image variations tested monthly CAMPAIGN 2: Lead Generation (Middle of Funnel) Budget: $[XXX]/mo | Platform: [LinkedIn/Facebook] Objective: [X] leads/month at $[XX] CPL Creative: Lead magnet or offer-driven ad CAMPAIGN 3: Retargeting (Bottom of Funnel) Budget: $[XXX]/mo | Platform: Meta Objective: Convert website visitors and warm audiences Creative: Testimonial, offer, urgency-driven ─────────────────────────────────────────── KPIs WE WILL TRACK ─────────────────────────────────────────── KPI CURRENT 3-MONTH TARGET 12-MONTH TARGET ────────────────────────────────────────────────────────────────────────── Total followers (all) [X,XXX] [X,XXX] [X,XXX] Average engagement rate [X]% [X]% [X]% Monthly reach [X,XXX] [X,XXX] [X,XXX] Website clicks from social [X] [X] [X] Leads from social [X] [X] [X] ────────────────────────────────────────────────────────────────────────── ─────────────────────────────────────────── PRICING BREAKDOWN ─────────────────────────────────────────── SERVICE MONTHLY FEE ────────────────────────────────────────────────── Social media strategy Included Content creation ([X] posts/mo) $[X,XXX] Graphic design ([X] assets/mo) $[XXX] Video editing ([X] clips/mo) $[XXX] Community management (Mon–Fri) $[XXX] Monthly performance reporting Included ────────────────────────────────────────────────── MONTHLY MANAGEMENT TOTAL $[X,XXX]/mo ────────────────────────────────────────────────── Paid social management fee $[XXX]/mo (if running paid campaigns) ────────────────────────────────────────────────── Minimum engagement: [X] months Setup fee (one-time): $[XXX] — covers brand audit, strategy doc, content templates ─────────────────────────────────────────── NEXT STEPS ─────────────────────────────────────────── 1. Review this proposal with your team 2. Book your 30-minute social strategy call: [Calendar Link] 3. Sign agreement and provide access to social accounts 4. Brand onboarding questionnaire sent within 24 hours 5. First content calendar delivered within [X] weeks Questions? Contact: [Name] | [Email] | [Phone] [Agency Website]
Related Resources
Social Media Proposal Template FAQs
What should a social media proposal include?
A strong social media proposal should include a platform audit showing current performance vs benchmarks, a clear rationale for which platforms to prioritise, your content pillar strategy, posting frequency by platform, community management scope, paid social recommendations with budget, measurable KPIs, and a pricing breakdown that separates management fees from ad spend.
How do you set KPIs in a social media proposal?
Start from the client's current baseline and set realistic improvement targets at 3-month and 12-month intervals. Key KPIs include follower growth rate, engagement rate (not vanity follower counts), reach, website clicks from social, and leads or conversions attributed to social. Tie KPIs to business outcomes, not just platform metrics.
What is a reasonable social media management retainer?
Social media management retainers typically range from $750/month for basic scheduling on one or two platforms to $5,000+/month for full-service management including video production, community management, and paid social strategy across multiple platforms. Content production volume is the biggest cost driver.
Should paid social be included in a social media proposal?
Yes — always include paid social recommendations, even if the client hasn't asked about it. Organic reach on most platforms is severely limited, and a modest paid social budget ($500–$2,000/month) can dramatically amplify the results of your organic content strategy. Present it as an optional addition with clear expected outcomes.