AMS · Agency SourcingProcurement notes for marketing buyers

Category · Amsterdam

The best Social Media Agencies in Amsterdam

Social is a production line, not a campaign. The work is judged on whether something good ships every week for a year, which is a different capability from making one excellent thing.

What you are buying

  • Content production: concepts, filming, editing, publishing, on a repeating calendar.
  • Community management: replies, moderation, escalation. Unglamorous, and the part customers actually notice.
  • Paid amplification: turning the best organic pieces into ads. Usually where the measurable return is.

How it is priced

  • 54%Content retainerA set number of pieces per month.
  • 30%Retainer plus productionManagement fee with shoots billed separately.
  • 16%Community onlyCoverage hours, response times, escalation path.

Rough share of engagements. Buying management without production capacity is the most common mismatch: a calendar with nothing to put in it.

Running the selection

Ask to see a month of work for another client, in full, including the pieces that did not perform. Portfolios show the top five per cent.

Test the turnaround: how long from an idea on Monday to a published piece.

Agree who is allowed to approve, and how quickly. Slow approval is the single largest cause of dead social accounts.

Put these in the contract

Volume committedPieces per month by format, in writing.
Coverage hoursWhen somebody is actually watching the inbox, including weekends.
Escalation pathWhat happens when something goes wrong at nine on a Saturday.
Asset libraryRaw footage and source files delivered to you, not held.
Tone documentedA written guide, so a replacement can pick it up in a week.

Ask before you sign

  1. How many pieces per month, in which formats?
  2. How fast can you go from idea to published?
  3. Who answers messages, during which hours?
  4. What happens in a crisis, and who decides?
  5. Do we receive the raw files?
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