What to look for in a social media service: a checklist

Who approves what goes out?

This is the first question to ask, because your name is on every post. You should be able to see and approve content before it is published, or at the very least be told exactly how that works.

If a provider cannot explain who has the final say, treat that as a warning sign.

Ask to see an example of the approval screen or message. Seeing how it works in practice tells you more than a description, and it shows whether you will actually use it.

• Do I see every post first?
• Can I reject or change a post?
• What happens if I do not respond in time?

Who owns the accounts and content?

Your accounts, photos and customer messages should stay yours. Ask whether you remain the owner of every page, and whether you keep access if you stop working together.

It is also worth asking what happens to your photos and information if you leave. A clear answer, in writing, is a good sign.

Ask about logins too. You should not need to hand over a personal password. Reputable providers connect through the platform's own permissions, which you can remove at any time.

Be clear on what is live and what is not

Ask what works today versus what is planned. A provider should be able to say plainly which features are running now and which are still in development, without blurring the two.

For us, as an example: Ninjaneer Media is an invite-only beta. Drafting, the review feed, the queue and the website editor work today. Live posting to Facebook, Instagram, Threads and Google Business switches on after the beta, and ads management and reports are planned.

Also ask how often features change and how you will hear about updates. A provider that is open about its plans is easier to trust than one that makes everything sound finished.

Watch for big promises

Nobody can honestly promise a set number of leads, followers or customers from posting. Be wary of firm promises, stats you cannot check and claims that sound too good.

A trustworthy provider talks about what they will do, how often and how you stay in control, rather than what outcome you will get. Treat testimonials the same way: they are one person's experience, not a promise about yours.

Be equally wary of providers who will not say what they actually do. Ask for a plain description of a typical week of work, and what you would need to supply.

Questions about cost, terms and exit

Ask how pricing works, what is included and what costs extra. Ask about contract length, how to cancel and whether you can export your data. These are ordinary questions and a good provider will answer them directly.

Make sure you understand any separate costs, such as paid advertising, before you agree to anything.

If paid advertising is part of the offer, ask who pays the ad platform, who sets the budget and how you can see where the money goes. Ads management is something Ninjaneer Media has planned but does not offer yet.

• How is it charged and when?
• How do I cancel?
• Can I export my content and data?

Does it suit how you actually work?

The best service is one you will really use. If you only have ten minutes a week, a process that demands an hour is the wrong fit. If you love being hands-on, a fully managed approach might frustrate you.

Trade businesses should also ask how a provider handles regulated wording. You are responsible for keeping licence details and any regulator requirements accurate, so choose someone who makes it easy for you to check every post.

Finally, ask about support. When something goes wrong on a busy Monday morning, how do you reach a person, and how long do they say a reply will take?