Setting and managing client expectations around social media timelines is key to maintaining healthy, long-term relationships. This guide outlines what clients should expect at each stage of the social media journey, how to communicate realistic timelines, and what to do when results don’t happen as quickly as expected.
Use these strategies to keep clients informed, set clear goals, and manage expectations effectively.
1. Setting Realistic Expectations for Social Media Growth:
Social media is a long-term investment that requires time to see significant results. To avoid frustration and misunderstandings, set the following expectations early:
- Short-Term Results (0-3 Months):
Focus on establishing a consistent posting schedule, building brand awareness, and testing different content types. During this period, clients may not see a dramatic increase in followers or engagement. - Mid-Term Results (3-6 Months):
Expect gradual growth in engagement and audience size. By this point, you should have enough data to refine your strategy based on what’s working. Clients should start to see higher engagement and some leads, depending on the type of content and campaign goals. - Long-Term Results (6-12 Months):
This is when more significant growth happens. You should see steady increases in followers, consistent engagement, and ideally, conversions. Emphasize to clients that this is a continuous cycle of optimization and that patience is key to long-term success.
2. Establishing Timelines for Content Delivery:
Clearly outline timelines for each stage of the content creation and approval process so clients know what to expect. Here’s a sample timeline you can use:
- Week 1:
- Client Onboarding Call: Review goals, gather assets, and discuss content preferences.
- Strategy Development: Initial content strategy is developed based on client input.
- Week 2:
- Content Creation: MixBloom creates the first 5 sample posts.
- Client Review and Feedback: Client provides feedback on initial content.
- Content Revisions: Edits are made based on client feedback.
- Final Approval: Final content is sent for approval before scheduling.
- Week 3 & 4:
- Catch-up content: MixBloom creates the remainder of that same month’s content and the following month.
- Client Review and Feedback: Client provides feedback on initial content.
- Content Revisions: Edits are made based on client feedback.
- Final Approval: Final content is sent for approval before scheduling.
This monthly cycle repeats, with check-ins and minor adjustments as needed.
3. Handling the “Why Aren’t We Seeing Results Yet?” Conversation:
At some point, a client might express concerns about not seeing results quickly enough. Here’s how to handle that conversation:
- Acknowledge Their Concerns:
Start by validating their concerns and letting them know that you’re equally invested in their success. For example: “I understand how it can feel frustrating when growth is slower than expected. We’re closely monitoring the situation and have a plan in place.” - Point Back to the Timeline and Goals Set at the Start:
Reference the initial timeline and remind them of what you both agreed would be reasonable expectations for the first few months. - Show Progress Beyond Vanity Metrics:
If follower growth is slow, highlight other areas of progress, such as increased engagement, better quality leads, or improved brand sentiment. - Adjust the Strategy if Needed:
Be open to making changes if something isn’t working. Outline the adjustments you’re planning to make and what the new expectations should be moving forward.
5. Best Practices for Managing Ongoing Client Expectations:
Keep these best practices in mind to ensure clients feel informed and supported throughout the relationship:
- Use Visual Timelines:
Create visual timelines that outline key milestones and deliverables. This helps clients see at a glance what’s happening and when. - Schedule Regular Strategy Calls:
Use these calls to review what’s working, what’s not, and adjust the plan as needed. It also gives clients a chance to voice any concerns or ideas. - Underpromise and Overdeliver:
Build in extra time for each stage of the process. This way, if something is completed ahead of schedule, you look proactive and efficient. - Provide Consistent Updates:
Even if there’s no major news, send a quick update email summarizing what you’re working on and what’s coming up next.