If you’re looking for a list of social media questions to ask your clients, here’s what we’ve come up with. Think of this like an onboarding interview. Having worked with thousands of businesses, we’ve compiled a comprehensive list of everything you should talk with your clients about.

Nowadays, all brands need social media accounts. But this isn’t merely to boost your visibility. To be more effective, brands need to actually engage with their online audience. It’s critical to keep this in mind when a prospect approaches you or a customer buys your products and service. Before you can form a genuine relationship with a customer, you need to get to know them.

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Brace yourself, questions are coming.


Getting to know your client’s organization and its culture will enable you to create the most relevant social media ads and posts. There is a reason behind every business venture. Get to know your client’s passion and what led them to establish their business.

1. Describe your company culture. 
2. Why did you establish the company in the first place?
3. Where are your employees from? 
4. Does your organization prioritize inclusivity and diversity?
5. Describe the decision-making process in your company.
6. Who are the most important people in your organization?
7. What impact do they have on the company and its audience?
8. What is your company mission and vision? 
9. How would you describe your brand’s personality?

Previous Performance

Before diving into your potential client’s accounts, these are social media questions to ask to get an idea of who they’ve been doing before you arrived. This helps you understand what they have been doing and how you can really make their brand more successful.

  1. How many established outlets does your organization have through the Internet (social media, websites, etc.)?
  2. What type of content does your audience respond to best?
  3. Based on your knowledge of current efforts to promote your services, what are the major internal barriers to selling your services to clients?
  4. How are you currently converting leads?
  5. How has social media helped you in increasing your overall sales?

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Are You Maximizing Social Media Ads?

designers working

More often than not, you’ll be dealing with creating social media ads and posts for your clients. If they have hired marketing agencies before, know how it went and what kinds of ads they created for the client. This way, you know how to make yours better. 

1. Which platform consists of a majority of your audience? 
2. What types of ads have you tried on that platform? 
3. How do you create your paid social media ads?
4. What are your audience’s pain points?
5. How does your product or service help your audience’s pain points?
6. What is the success rate of your previous social media ads?
7. What important information have you gathered from your ad analytics?
9. Which of your campaigns needed improvement, and how would you have made it better the next time?
10. How did you use that information for the next social media ad? 
11. What do you hope to achieve from your social media ads?
12. Which experts did you hire to create your former social media ads?
13. How have they met your expectations in creating your social media ads?
14. How can we help improve your experience in advertising?
15. Are you looking to advertise locally, regionally, nationally, or globally?
16. Which ads or posts from other companies may inspire future campaigns?

Considering Their Social Media Goals

illustration by penji

A client’s social media goals are important. By achieving these goals, you’ll be able to form a social media marketing strategy that directly aligns with their brand. And as their manager, your strategy has to be S.M.A.R.T. (Specific, Measurable, Achievable, Realistic, and Timely). Here are social media questions to ask to help you form a proper plan.

  1. Why are you on social media?
  2. What is your brand’s objective?
  3. What do you hope to achieve using social media?
  4. How will you know you’ve achieved those goals?
  5. What’s the biggest barrier to your success on social media?
  6. How does social media fit into your growth plan?

Getting Clear on Demographics

illustration by penji

When working with clients, you must understand their customer demographics. That means you’ll need to know their age, gender, location, and employment status. And knowing this information allows you to narrow your efforts into targeting the population that will convert into customers, saving your client time and money. Here are social media questions to ask your client to understand the demographics of their customers.

  1. What is the age range of your target customer?
  2. Are they White, Black or African-American, American Indian or Alaskan Native, Asian, Native Hawaiian or other Pacific Islander, or some other race?
  3. What is the gender ratio?
  4. Are they now married, widowed, divorced, separated, or never married?
  5. What is the highest level of school they have completed or the highest degree they have received?
  6. Are they planning on going back to school?
  7. What is their employment status?
  8. What is their occupation?
  9. Where do they live?
  10. What is their city size?
  11. How much total combined household income do they earn?

Don’t Forget About Psychographics

social media questions to ask

Often confused with demographics, psychographics gives you information on your client’s customers’ personality, value, attitude, interest, and lifestyle. Knowing this will give you an edge on where and how to target the audience. You’ll understand their habits and language that they speak online. So, here are social media questions to ask your clients to learn about the psychographics of their customers.

  1. How would you describe their personal style?
  2. How would you describe their culture?
  3. Where do they shop?
  4. How much do they spend per brand?
  5. How often do they shop?
  6. What do they do during their free time?
  7. Do they have hobbies? If yes, what are they?
  8. What type of social events do they attend?
  9. Where do they go on vacation?
  10. How often do they go on vacation?
  11. What type of media do they watch for entertainment?
  12. Do they have any club or subscription memberships? If yes, what are they?
  13. What is their opinion about themselves?
  14. What is their stance on social issues and politics?
  15. Where do they see themselves in 5 years?

Do You Understand the Industry?

illustration by penji

You must understand an industry fully before representing them online. You’ll be surprised by what you might learn! Not only will you know about your client, but how to beat their competition as well. These are social media questions to ask to understand the industry that you’re going to be a part of.

  1. Can you explain what your business does?
  2. How would you describe your company culture?
  3. Who are your main competitors?
  4. How often does your organization analyze the competition?
  5. How much ease and expense is required for your customer to switch to a competitor’s offering?
  6. Does your product offering encourage innovation for the customer through versatility, usability, and efficiency?
  7. How well does your organization differentiate from the competition in terms of capabilities?
  8. How effectively does your organization form and make profitable use of partnerships?
  9. What is your pricing structure?
  10. How well do the organization’s products solve the customers’ problems and meet their expectations?
  11. What is the direction and state of our innovations? Is the direction right for now, 5 years from now, and 10 years in the future?
  12. How do you promote yourself?

Social Media Questions to Ask About Their Audience

Get to know their social media audience a little better by asking these questions. It will help you understand which audiences they’re targeting. Plus, know their audience’s preferences and behaviors on social media. This way, you can create personalized content that will garner higher engagement rates.

1. What social platforms does your target audience use?
2. What issues matter to them?
3. How does your brand engage them?
4. What does your audience say about you?
5. Who (celebrities/influencers) does your audience engage with?
6. What types of reactions or responses do you get from your audience?

Getting Aquainted with Social Media Platforms

social media questions to ask clients

In this section, you’ll be assessing what social media platforms are going to fit your client’s needs. This could mean adding or taking away a platform they are currently using. You’ll also learn what type of content to post and how often. Here are social media questions to ask to understand where your client’s brand should exist.

1. Describe your brand voice.
2. What tone should social media updates have?
3. What type of content do you want to publish?
4. How often do you want to publish new content to your profiles?
5. What resources (pictures, video, GIFs, etc) do you have available for content creation?
6. What brand guidelines should we follow when we create new content for your company?
7. Aside from what you’ve been posting, are there any content types you’d like to test and publish on social media? (e.g., infographics and illustrations)
8. What is your workflow process for content from inception to publication?
9. Do you use any social media services to create and automate your postings? If so, please let us know which ones worked for you in the past.
10. Do you have a specific posting schedule, or would you like us to mix the hours from time to time?
11. How does social media tie in with your offline campaigns?
12. What is the main message that you want to send through your content?
13. Are you looking to expand onto new social media platforms?
14. Are you looking to narrow your focus to fewer networks?
15. Which social media platforms are you most active in and want to achieve your goals?
16. Do you want to provide customer service on social media? If so, which social media channel would you like to conduct your customer service activities?
17. How do you handle negative posts or comments about your company, product or service?

Explore our compelling social media designs and get some for your clients.

Getting Your Client Onboard

illustration by penji designers of two men talking

Finally, it’s time to seal the deal. You’re going to learn how you’ll be working with your client. But sometimes, you may find that you’re a perfect fit, or not a good fit at all. The interaction between you and your client should be smooth on both sides. Here are social media questions to ask your client to see if your relationship will be beneficial for both parties.

1. Who will we be working with in your organization?
2. What do and don’t you need?
3. What do you expect from us as your social media manager?
4. Is there anyone managing your social media platforms at the moment?
5. How can we receive access to your social media platforms?
6. How much oversight and control do you want to have?
7. What reports do you want to see and how often?
8. Which metrics would you like us to track? (e.g., engagement, awareness, ROI)
9. What is the approval process?
10. How much input do you want to have into campaigns?
11. What is your budget?
12. When do you want to start?
13. What is the duration of this project?

Receiving Feedback

illustration of two women talking

Feedback and communication is crucial in an agency-client relationship. Although some people might be comfortable with receiving feedback, some aren’t. It’s important to know how your client would prefer to exchange feedback throughout the process.

1. What do you think about communication in an agency and client relationship? 
2. On a scale of one to 10, how important is communication?
3. Do you think sending honest feedback can improve the relationship or outcome?
4. How do you want to send feedback to your provider and vice versa?
5. How can we communicate constantly? In-person or online meetings?
6. In case meetings won’t work, do you use a chat service like Slack or Hangouts? Or would you prefer via email or phone call?
7. What do you think about constructive criticism? 
8. How do you resolve issues in a working relationship?

And, there you have it! With these key social media questions to ask your client, you’re going to be ready to create a custom social media strategy that fits their brand needs.

Frequently Asked Questions

Other than the questions listed above, here are other queries that may cross your mind.

What are good questions to ask about social media?

It’s best to go in-depth with your branding questions and how to handle their social media accounts. 

For example, you can ask your clients what designs or photos they want to post regularly? On the issue of social media accounts, you could ask them if they’ll give you full access or provide only the copy and image? One more thing to ask is what software you might use to publish your social media posts?

What are good Instagram questions?

When it comes to Instagram, captions may not seem as important as the visuals you would post for your client. BUT, with the right caption, you might even engage social media users not only to like but have them comment or even share your client’s posts. One of the best captions to post on Instagram is questions. And when suggesting captions for Instagram, here are some ideas you can bring up to your client:

  • What do you think of {topic here}?
  • If you were a/an {object or person here}, why or why not?
  • What is your routine or habit regarding {topic here}?

How do you ask an engaging question on social media?

One of your client’s main objectives on social media is to engage with their followers. It’s best to ask questions that are relevant to the brand and one that adds value. Not only will this question provide insight into what goes on in the mind of their followers, but it will help them create content. Some questions include:

  • What are your thoughts on {topic here}?
  • What are your favorite {thing/s here}?
  • How do you spend a day with {product or service here}?

Need Help with Social Media Posts?

Once you’ve gotten to know your client better, it’s time to make their social media pages stand out. And you need to partner with a reliable graphic design service that will provide you high-quality and compelling graphic designs for your client. Penji is a service that can help you in creating your client’s social media graphics. You can get unlimited social media graphics and all types of graphic designs for a flat monthly fee. 

Here are some of Penji’s social media graphic designs for their former clients:

social media marketing questions to ask
event flyer by penji designers
example of web page designs
quotes from founders

How Can You Request Social Media Designs?

Step 1: Create a Project

On the Penji platform, click on “Create a Project.” From there, you’ll choose the type of design your client needs.

Step 2: Detail the Design Brief

Be specific on the design you want to receive.

Penji makes it easy to detail your project. You won’t have to answer many questions. In just one page, fill up all the details like colors, file size, type, and so much more then click Submit. Once you click, submit, a designer will be assigned to your project instantly.

Step 3: Review & Provide Feedback

You’ll get a notification that you have a design ready. Head on over to your Penji dashboard and click on the project. There, you’ll view the first draft your designer submitted.

If you think the design needs more work, go ahead and point out what needs revisions. With the point-and-click feature, you can specify how your designer can improve the design. This reduces miscommunication. Plus, your designer will know how to make it right.

You won’t have to worry about additional revision costs, either. Unlimited revisions are part of your plan.

Step 4: Mark as Complete & Download

If you’re happy with the design you receive, click on Mark as Complete when you’re done. Then, download the file. It’s that easy.

In cases where you need to re-access the file, just return to your Penji dashboard and select the project. Download the file once more, and you’re all set!

Level Up Your Clients’ Social Channels

Fulfill all client needs through Penji. Don’t miss out on a deadline or delay your other tasks. Let Penji take care of all your client’s design needs. Big brands like Reebok, Calvin Klein, and Kohl’s have entrusted their designs to us. So should you.

By signing up on Penji, you can guarantee both speed and quality. Use code “SOCIALQS” for 25% off your first month!