Social media management packages can vary significantly between providers, which can make comparing them difficult.

One package may focus mainly on creating and publishing posts, while another may include strategy, graphic design, video, community management, advertising, reporting and ongoing optimisation.

The right package depends on your business, target audience, platforms, content requirements, marketing objectives and how much work you want the provider to manage.

Understanding what a social media management package may include can make it easier to compare providers and determine whether the proposed service actually matches your requirements.

If you are currently comparing options, you can also explore our Social Media Packages page to understand the different types of packages available.

What Is a Social Media Management Package?

A social media management package is a group of social media services provided together as part of an ongoing arrangement or defined project.

Rather than purchasing individual activities separately, businesses may receive several services within one package.

These can include:

• Social media strategy
• Account setup
• Profile optimisation
• Content planning
• Content creation
• Copywriting
• Graphic design
• Short-form video
• Scheduling and publishing
• Community management
• Social advertising
• Campaign management
• Analytics
• Reporting
• Meetings and communication
• Ongoing optimisation

Exactly what is included varies considerably between providers.

Some packages are designed for businesses that simply need consistent content published across one or two platforms.

Others provide broader management across several channels, including content production, advertising, engagement and campaign strategy.

What Should a Social Media Management Package Include?

There is no single list of services that every social media management package needs to contain.

However, a well-structured package should clearly explain what work will be completed, which platforms are covered, how frequently content will be published and what the provider is responsible for.

The following are some of the most common components.

Initial Social Media Review

Before ongoing management begins, the provider may review the business’s existing social media presence.

This can include:

• Current social media accounts
• Profile information
• Branding consistency
• Existing content
• Posting frequency
• Audience engagement
• Previous campaigns
• Current followers
• Competitor activity
• Website connections
• Calls to action
• Existing social advertising

The purpose is to understand the current position before developing the ongoing approach.

A formal audit may not need to be repeated every month, but an initial review can provide a useful starting point.

Social Media Strategy

A social media package may include development of an overall strategy.

This could consider:

• Business objectives
• Target audience
• Platforms
• Content themes
• Brand positioning
• Tone of voice
• Posting frequency
• Content formats
• Organic content
• Paid advertising
• Calls to action
• Campaigns
• Measurement

The strategy should relate social media activity to practical business objectives rather than simply focusing on producing more posts.

For example, a business may use social media to:

• Build brand awareness
• Generate enquiries
• Promote products
• Support advertising
• Reach new audiences
• Promote events
• Build a community
• Drive website traffic
• Improve customer communication

The most appropriate strategy depends on the business and its audience.

Content Planning

Ongoing social media management commonly involves planning content in advance.

A content plan may outline:

• Topics
• Platforms
• Content formats
• Posting dates
• Campaigns
• Promotions
• Products or services
• Events
• Seasonal content
• Calls to action

Some providers prepare monthly content calendars, while others plan several weeks or months ahead.

The package should make clear how content planning is handled and how frequently plans are reviewed.

Content Creation

Content creation can represent a substantial part of a social media management package.

Depending on the provider, this may include:

• Static posts
• Carousels
• Graphics
• Stories
• Short-form video
• Reels
• Promotional posts
• Educational content
• Product content
• Service content
• Testimonials
• Case studies
• Behind-the-scenes content

Before choosing a package, determine exactly how much content is included.

For example, a provider may offer:

• Eight posts per month
• Twelve posts per month
• Twenty posts per month
• Several posts each week
• Different quantities for different platforms

The number of posts alone does not determine the quality or suitability of the service.

A smaller amount of well-planned content may be more appropriate than publishing frequently without a clear purpose.

Copywriting

Social media posts normally require written copy as well as visual content.

Copywriting may include:

• Captions
• Headlines
• Calls to action
• Promotional messages
• Educational content
• Hashtags where appropriate
• Campaign messaging

Check whether copywriting is included in the package or whether your business is expected to provide the written content.

The provider should ideally become familiar with your business, services, audience and preferred tone of voice.

Graphic Design

Some packages include creation of branded graphics.

This may involve:

• Post graphics
• Carousels
• Promotional graphics
• Quote graphics
• Infographics
• Story graphics
• Campaign artwork

Providers may work from existing brand guidelines or develop templates specifically for ongoing social media use.

If graphic design is included, determine how many designs are provided and whether revisions are included.

Photography And Video

Photography and video requirements can vary considerably.

A package may include:

• Editing client-supplied images
• Editing existing video
• Short-form video editing
• Reels
• Basic animation
• Stock photography
• On-site photography
• On-site video production

Do not assume photography or original video production is automatically included.

These services may require separate production work and may therefore attract additional costs.

Scheduling And Publishing

Many social media management packages include scheduling and publishing approved content.

This may cover platforms such as:

• Facebook
• Instagram
• LinkedIn
• TikTok
• Pinterest
• YouTube

The package should specify exactly which platforms are included.

Managing five platforms usually involves more work than managing one or two.

It is also worth determining whether the same content is simply duplicated across platforms or adapted for the audience and format of each platform.

Community Management

Community management involves interacting with people who engage with the business through social media.

This may include:

• Responding to comments
• Replying to basic messages
• Monitoring mentions
• Managing simple enquiries
• Escalating customer-service issues
• Monitoring conversations around the brand

Not every social media package includes community management.

If it is important to your business, clarify what the provider will respond to and what remains the responsibility of your own team.

Social Media Advertising

Organic social media management and paid social advertising are different services.

Some packages include advertising management while others offer it separately.

Advertising services may involve:

• Campaign setup
• Audience targeting
• Creative preparation
• Ad copy
• Budget allocation
• Campaign monitoring
• Testing
• Optimisation
• Conversion tracking
• Reporting

Advertising spend paid to platforms such as Meta, LinkedIn or TikTok is usually separate from the provider’s management fee.

Make sure this distinction is clear before comparing packages.

We cover this topic further in our guide to Organic Social Media vs Paid Social Advertising.

Analytics And Performance Tracking

Social media performance should not be assessed using follower numbers alone.

Depending on the objectives of the business, useful measurements may include:

• Reach
• Impressions
• Engagement
• Engagement rate
• Video views
• Website clicks
• Enquiries
• Leads
• Sales
• Bookings
• Conversion rates
• Cost per lead
• Advertising return
• Audience growth

The metrics used should relate to what the business is actually trying to achieve.

Social Media Reporting

Ongoing packages often include regular reporting.

Reports may cover:

• Content published
• Reach
• Impressions
• Engagement
• Audience growth
• Website traffic
• Enquiries
• Advertising performance
• Campaign results
• Best-performing content
• Areas for improvement
• Planned activity

Reporting should help the business understand what has happened and what may need to change.

Large collections of metrics are less useful if there is no explanation of what they mean.

What Should Be Clearly Defined In A Social Media Package?

Before agreeing to a social media management package, make sure the scope is clear.

Look for information explaining:

• Platforms included
• Number of posts
• Posting frequency
• Content formats
• Content planning
• Copywriting
• Graphic design
• Photography
• Video
• Scheduling
• Publishing
• Community management
• Paid advertising management
• Reporting frequency
• Meetings
• Approval processes
• Revision limits
• Monthly fee
• Advertising spend
• Additional costs
• Contract length
• Work specifically excluded

Two packages with similar prices may contain very different amounts of work.

Comparing the actual scope is therefore more useful than comparing package names alone.

How Many Social Media Posts Should A Package Include?

There is no universal number of posts that every business requires.

The appropriate amount depends on factors such as:

• Platforms
• Audience
• Business type
• Content resources
• Marketing objectives
• Campaign frequency
• Budget
• Advertising activity
• Quality of available content

A business posting on one platform may require substantially less content than a brand maintaining active profiles across Facebook, Instagram, LinkedIn and TikTok.

Posting more frequently is not automatically better.

Content should have a clear purpose and be appropriate for the platform and audience.

Should Social Media Management Include Content Creation?

Many packages include some level of content creation, but the term can mean very different things.

One provider may create:

• Captions
• Basic graphics
• Stock-image posts

Another may provide:

• Custom graphics
• Photography
• Video
• Reels
• Animation
• Detailed campaign creative

Ask exactly what “content creation” means within the package.

Also determine what your business needs to supply.

This may include:

• Product photography
• Brand assets
• Videos
• Promotions
• Offers
• Business updates
• Staff information
• Events
• Technical information

Clear responsibilities help prevent delays once management begins.

Should Community Management Be Included?

Community management may be useful for businesses receiving regular comments, messages or customer enquiries through social platforms.

However, different providers offer different levels of support.

A provider may respond to basic comments while referring:

• Pricing questions
• Complaints
• Technical enquiries
• Sales enquiries
• Sensitive customer issues

back to the business.

The package should clearly explain what the provider is authorised to handle.

Is Paid Advertising Included In Social Media Management?

Not necessarily.

Organic social media management and advertising management involve different types of work.

A package may include organic content only.

Another may combine organic management with paid campaigns.

If advertising is included, clarify:

• Which platforms are covered
• How many campaigns are managed
• Whether creative is included
• Whether landing pages are included
• How tracking is handled
• Whether advertising spend is separate
• How frequently campaigns are optimised
• What reporting is provided

Never assume the quoted management fee includes the actual media budget.

What Should You Compare Between Social Media Providers?

When comparing social media management packages, look beyond the monthly price.

Ask each provider:

• Which platforms will you manage?
• How many posts are included?
• Who develops the strategy?
• Who creates the content?
• Is copywriting included?
• Are custom graphics included?
• Is video included?
• Who supplies photos?
• Is community management included?
• Is paid advertising included?
• How is content approved?
• How many revisions are included?
• How will performance be measured?
• How often will I receive reports?
• Are there additional charges?
• Is there a minimum contract?
• Who owns the content created?
• What access will the provider require?

These answers can make it much easier to compare packages on a like-for-like basis.

Be Careful With Social Media Guarantees

Social media providers cannot control every factor affecting marketing performance.

Results may depend on:

• Audience
• Industry
• Competition
• Offer
• Content quality
• Advertising budget
• Website quality
• Pricing
• Brand recognition
• Platform algorithms
• Customer demand

Be cautious of packages built around guaranteed follower numbers, guaranteed engagement or guaranteed sales without explaining how those results will be achieved.

A more useful discussion focuses on the work being completed, the strategy being used and how performance will be measured.

How To Choose A Social Media Management Package

Start with your business requirements rather than simply choosing the package with the largest number of posts.

Consider:

1. Which social platforms are most important to your business?
2. Who is your target audience?
3. What do you want social media to achieve?
4. How much content can your business supply?
5. Do you require original photography or video?
6. Do you need community management?
7. Will you be running paid advertising?
8. How frequently do you want content published?
9. What reporting do you require?
10. What budget can you realistically maintain?

Then compare providers based on how well their proposed package addresses those requirements.

For a broader overview of available services, explore our Social Media Management page.

Compare Social Media Management Packages Before Choosing A Provider

Social media packages can make services easier to understand, but the package name itself is far less important than what is actually included.

Look closely at the platforms, content quantity, content quality, design, video, publishing, community management, advertising, reporting and ongoing support.

Most importantly, make sure the package suits your business objectives rather than simply selecting the option containing the highest number of posts.

Compare Digital Services helps Australian businesses explore professional digital service providers and request quotes based on their project requirements.

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Frequently Asked Questions About Social Media Management Packages

What Is Usually Included In A Social Media Management Package?

Packages may include strategy, content planning, copywriting, graphic design, scheduling, publishing, community management, reporting and ongoing optimisation. The exact scope varies between providers.

Does A Social Media Package Include Content Creation?

Many packages include content creation, but the type and quantity of content can vary. Check whether graphics, copywriting, photography, video and editing are included.

How Many Posts Should A Social Media Package Include?

There is no universal number. The appropriate posting frequency depends on your platforms, audience, business goals, available content and budget.

Is Paid Advertising Included In Social Media Management?

Not always. Paid advertising is often offered separately from organic social media management. Check whether campaign management and advertising spend are included or charged separately.

Does Social Media Management Include Replying To Comments?

Some packages include community management while others do not. Check what types of comments, messages and enquiries the provider will manage.

How Do I Compare Social Media Management Packages?

Compare the platforms, number of posts, content creation, design, video, community management, advertising, reporting, communication, pricing and contract terms rather than comparing package names alone.

Is The Cheapest Social Media Management Package The Best Option?

Not necessarily. A lower-priced package may contain less content, fewer platforms or fewer management services. Compare the actual scope and relevance to your business as well as the price.