Purpose
This SOP defines community management guidelines, paid ads management (if applicable), and influencer/collaboration process (if applicable). It ensures consistent, on-brand engagement and clear boundaries when paid or partnership activities are in scope.
Scope
| Context |
Applies to |
| Client engagement |
When community management, paid ads, or influencer work is in SOW |
| Own channels |
Ganguly Consulting's community management; ads/influencer if we add them |
Definitions
| Term |
Definition |
| Community management |
Replies to comments, DMs; moderation; engagement |
| Paid ads |
Sponsored posts, Boosts, or platform ad campaigns |
| Influencer / collaboration |
Partner content; paid or unpaid partnerships |
In scope (when included)
| Activity |
Description |
| Reply to comments |
Within 24–48 hrs; on-brand tone |
| Reply to DMs |
Within 24–48 hrs; hand off to sales if lead |
| Moderate |
Hide/delete spam, abuse; per brand guidelines |
| Engage |
Like, save, share as appropriate |
Out of scope (unless agreed)
| Activity |
Note |
| Crisis / PR |
Escalation path in 08 Governance |
| Legal / compliance |
Escalate immediately |
| 24/7 monitoring |
Define hours in SOW |
Response guidelines
| Scenario |
Action |
| Positive comment |
Acknowledge; thank; CTA if relevant |
| Question |
Answer clearly; point to resource if needed |
| Negative (constructive) |
Acknowledge; offer to take offline if needed |
| Negative (abusive) |
Hide/delete; do not engage |
| Lead / inquiry |
Reply; qualify; hand to sales per PRODUCT-CONTEXT funnel |
Tone
Paid Ads Management (If Applicable)
Only applies when explicitly in SOW.
Prerequisites
Procedure
| Step |
Action |
| 1 |
Confirm objective (awareness, lead, conversion) |
| 2 |
Set budget, audience, placement |
| 3 |
Create or adapt creative; get approval |
| 4 |
Launch; monitor daily for first week |
| 5 |
Optimize per 07 Reporting & Optimization |
| 6 |
Report per agreed format |
Decision rights
| Decision |
Owner |
| Ad creative |
Client approves |
| Budget change |
Per change request |
| Pause / stop |
Client Lead or Client |
Influencer / Collaboration Process (If Applicable)
Only applies when explicitly in SOW.
Prerequisites
- Brief for collaboration (objectives, deliverables, compensation)
- Approval for partnership
Procedure
| Step |
Action |
| 1 |
Define objective (reach, credibility, content) |
| 2 |
Identify shortlist; vet fit |
| 3 |
Outreach; negotiate terms |
| 4 |
Brief influencer; agree content format |
| 5 |
Review draft; approve per 04 Workflow & Approval |
| 6 |
Publish; track; report |
RACI
| Deliverable |
Content Lead |
Client Lead |
Client |
| Influencer selection |
R |
A |
C |
| Brief & contract |
R |
A |
A |
| Content approval |
R |
A |
A |
Roles & Responsibilities (RACI)
| Deliverable |
Content Lead |
Project Lead |
Client |
| Community replies |
R |
I |
I |
| Community escalation |
R |
A |
I |
| Paid ads (if in scope) |
R |
A |
A |
| Influencer (if in scope) |
R |
A |
A |
Escalation
| Trigger |
Action |
| Viral negative / crisis |
Escalate per 08 Governance immediately |
| Ad performance emergency |
Pause if needed; inform Client Lead |
| Influencer breach of contract |
Escalate to Client Lead |
Version & Approval
| Field |
Value |
| Last updated |
February 2025 |
| Approver |
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