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Tell us about your business: what you do, what you sell or offer, how long you have been operating, how big your team is, and where you are based.

What makes your business different from your competitors? Why should a customer choose you over anyone else in your market?

Describe your ideal customer as a real person. Include their age range, gender (if relevant), location, income level or economic segment, occupation, and the specific problem your business solves for them. If you serve more than one type of customer, describe each.

What do you want social media to achieve for your business? What has prompted you to focus on this now, and what does success look like for you over the next 6–12 months?

Which platforms are you currently active on? For each one, tell us your handle, roughly how many followers you have, how often you post, and who manages the account today. How would you honestly rate your current performance — and what has worked or not worked so far?

Name your top three to five competitors. For each, tell us which platforms they are on and what their social media presence looks like. Which competitor do you most admire and why — and which do you most want to be clearly different from?

If your brand were a person walking into a room, how would they speak, dress, and carry themselves? Choose three words that describe how your brand should sound on social media. Name two or three brands whose tone you admire, and two or three you absolutely do not want to sound like.

Describe your visual brand: your colours (with hex codes if you have them), your fonts, and your logo status. Do you have existing brand guidelines? What overall look and feel do you want your social media content to have — and are there any visual styles you want to avoid?

What content resources do you have available — photography, video capability, someone willing to appear on camera, a team member who writes well? What is your monthly budget for social media management and/or paid advertising? Who must approve content before it is published, and how quickly can they turn approvals around?

Which platforms do you want to prioritise, and how often do you expect content to be posted? Are there any topics, words, or approaches your brand should never use? How often would you like performance reports? Is there anything else — upcoming launches, past challenges, sensitivities — we should know?