Which services should be clearly written into a social media agency contract?

This guide is especially helpful for physical businesses such as restaurants, cafés, hair salons and boutique hotels in assessing a professional service contract from a business perspective. The provisions below are not a legal contract text or mandatory statutory articles in every case, but a method for creating a clear service scope.

First, write down exactly what will be delivered at the end of a month

Phrases such as “digital visibility,” “premium management” or “AI-powered social media” can describe the nature of a service, but on their own they are not measurable deliverables. Alongside them, the inputs, format, approval step, publishing channel and feedback structure of content production should be stated.

This table shows that two services sold under the same “monthly content package” name may in fact differ. For each task, ask whether it is included, available at extra cost or out of scope so the offers can be compared clearly.

Who is responsible for the real photos?

If a café launches a new product, the business can send an up-to-date photo, or a shoot may be separately included in the service. A contract that says “photo shoot” does not mean unlimited on-site visits to every branch.

Practical example: The business sends a weekly photo and product name; the agency prepares this photo as a post, Story and short motion video in line with the brand identity. If shot quality is insufficient, the agency requests a new photo. In this workflow, the customer is clearly defined as the source of the photos, the agency as responsible for creative editing and approval, and the business as responsible for price and product accuracy.

If before/after images, or images of staff or guests, are involved, commercial usage rights must be assessed separately. The fact that a photo is visible on a public Instagram account does not mean it can be freely used in advertising.

How are account and publishing permissions protected?

Ownership of the business’s accounts remains with the business. Official authorization methods supported by the platform are used; sending the master password, SMS code or recovery information to an agency employee is not made a standard working condition.

Account access and approving product prices are different authorities. For example, the content team can publish the restaurant Reels it prepared; however, a business representative confirms that the menu price, discount date or allergen information is correct.

For a separate checklist on account access, see the Do you need to share a password when giving an agency access to an Instagram account? guide.

Where is the limit drawn for DM and comment service?

“Messages are managed” does not mean 24-hour uninterrupted replies or unlimited authority to act on the business’s behalf. For this reason, the service scope should clearly state in which time window, which types of questions, and with which approved information they will be answered.

General information: Location, opening hours, approved menu, contact channel.

Variable information: Room availability for specific dates, same-day open appointments, actual prices, stock and special campaigns. Confirmed against the business’s current records.

Exception: Food safety, serious complaints, payment issues, sensitive personal data or health matters are passed to a responsible person. The agency does not promise, on the business’s behalf, a definite result the business is unaware of.

How should a measurement commitment be written?

Reels reach, profile visits, menu clicks and message requests are different metrics. None of them directly means verified customer acquisition. If the business tracks actual order, appointment or reservation results in a separate system, that data can only be included in the report with appropriate access and verification.

Instead of guaranteeing results outside the provider’s full control, such as “first place on Google,” “a guaranteed monthly sales figure,” or “AI search will definitely recommend us” in the contract, the work to be carried out and the measurement method must be stated clearly.

Six-point closing checklist for cancellation and account transfer

• Does ownership of the accounts remain with the business?
• How will the access rights granted to the agency be revoked when the service ends?
• Are the usage rights for raw photos and final design files clear?
• Is it clear what happens to published posts and Reels on the business account?
• How will the remaining content calendar, fees, additional work and invoicing be calculated?
• Is there a defined retention and deletion process for the customer's personal data and unnecessary archive copies?

This checklist does not replace a legally valid final termination clause; it makes visible the operational decisions that most often remain unclear from a marketing perspective.

How is contract scope evaluated with NEFES?

NEFES treats real photography, brand memory, production of posts, Stories and Reels, content planning, publishing, approved communication and clear reporting as an integrated agency service. Based on the business's sector, photo source and desired deliverables, the written package scope is defined. Whether a service is actually included in the package is not left to guesswork.

Final question: “By the end of the month, which work will the agency have delivered, which information will we update, and which results can we actually measure?” If the contract answers these three questions, the business can make a more informed decision.