Brief a social media manager before handing over the calendar

Explain the business in working language

Describe the services, priority audience and the purpose of each channel. Share approved descriptions, current contact information and examples of the tone you want. Include phrases or claims that should not be used. If prices, availability or service scope change frequently, identify the source the manager should check before publishing.

Explain whether the work includes content planning, writing, design coordination, publishing, comment handling or reporting. These tasks require different time and access.

Set boundaries for replies and approval

Define which questions can be answered using approved information and which must be passed to someone else. Identify the contact for complaints, unusual requests and uncertain claims. Agree who approves content and how far in advance drafts must be submitted.

• Named owner for each account and review stage.
• Approved assets and access through appropriate account permissions.
• Reply guidance and an escalation route.
• A process for correcting or withdrawing an incorrect post.

Test the brief with an ordinary week

For example, ask the manager to prepare two draft posts, respond to a sample service question and outline a weekly report. Check where they need additional context before scaling the workload. A clarification at this stage is useful evidence that the brief can improve.

Avoid sharing one personal password when the platform offers role-based access, and remove access when responsibilities end. Review the arrangement as the business changes. Even a capable manager cannot maintain an accurate voice if decisions and updated information remain scattered across private conversations.