Starting a Social Media Management Company

I've never run social media for another party, but I did spend years as an IT consultant before starting my own venture, so hopefully my comments are germane.

I'm guessing that most of your clients don't really know much about social media -- which is why they're hiring you. It's true that you're a "social media manager" -- and maybe that's the term that makes most sense to your clients -- but if I were in your shoes, I'd be thinking of myself more as an "online communications consultant". The difference to me, is with a "social media manager", your responsibility is to be a robot that makes sure that your clients have content on their Facebook pages. As an "online communications consultant" your job is to help them (1) develop an organizational Facebook strategy, (2) post content that is inline with that strategy and the organizational goals, and (3) evaluate the strategy and its implementation in order to improve the performance not only of the social media efforts, but more importantly the organization writ large.

Using your OB/GYN as an example, I'd have an initial meeting (or meetings) in which I'd ask probing questions about their business, its goals, and their other communications efforts. I'd also try to understand (and temper, if necessary), their goals and expectations regarding their social media presence. Is the OB/GYN looking to attract more patients? Do they envision Facebook as a way to communicate with current patients? Or do they have some other reason for wanting a Facebook page?

I'd explain very clearly about what I thought a successful social media presence might do -- and what it probably wouldn't do. An OB/GYN page is never going to have millions of followers, for instance. I'd also explain concepts like EdgeRank and the importance of engagement versus just trying to get likes, so that your clients not only have reasonable expectations about what you can do for them, but understand the important metrics to judge your work.

In terms of content, that again falls largely on their goals for their social media presence and for the organization as a whole and for who they see their target audience as. You might explain that you could probably post a bunch of cute cat pictures and get them lots of likes, but that's probably not going to do much for their business. On the other hand, posting articles on the latest OB/GYN research probably isn't going to get them many likes or much engagement, so they have to figure out what they see as the types of information they want their audience to see. Hopefully, after learning about your clients, as a consultant you'll be able to suggest the types of content that you think will work for them.

I'd also suggest that you be honest with potential clients when you don't think a social media presence might not be a high impact investment for them. For instance, I have a hard time seeing how an OB/GYN would really benefit from an active social media presence. If you don't think you can deliver or think they might be disappointed with the results, even if you do, better to tell them that upfront -- even if it means them not hiring you -- than having them badmouth you to potential clients in the future when you don't meet their expectations.