Social that builds a brand — and brings enquiries.

Followers or business goals?

Follower count alone doesn't bring in sales. Before you start, be clear about what you expect from social media: awareness, enquiries, or a stronger relationship with existing customers? The plan, the content and the report all follow from that goal.

Which platforms should you be on?

For corporate and B2B businesses, LinkedIn is where you reach decision makers most often. For brands selling to consumers, Instagram and TikTok stand out, and YouTube is strong for how-to content that people watch with search intent. Rather than copying the same content to every platform, it pays to do good work on the two or three platforms where your audience is.

What should a monthly retainer cover?

• A content calendar and approval process
• Image, video and copy production (if a shoot is needed, who does it?)
• Publishing, plus replies to comments and messages
• Ad management (the ad budget is paid separately)
• A monthly report: reach, engagement and enquiries received

How should collaboration posts be labelled?

Paid or reciprocal collaboration posts with influencers must clearly state that they are advertising. In Turkey, the Advertising Board's guidelines for social media influencers require this. Build disclosure labels into your campaign plan from the start, and check the rules in each market you advertise in.