Show your client what actually changed.
A scorecard you run with your client, not on them. Score twelve categories at kickoff, do the work, score the same twelve at 90 days, and put the movement in front of them.
Your clients only see the posts.
Most of what an agency fixes in the first 90 days leaves no trace. The inbox gets answered. The bio finally says what the business sells. Enquiries stop evaporating. None of it shows up in a follower count, so none of it gets credit at renewal.
This makes that work visible, and it makes it arguable. Every category has written band descriptions in concrete terms: median reply time, whether there is a path from attention to enquiry, whether anyone could show the client what changed. A score you can point at, rather than one you assert.
| 0 to 4 | Not in place |
|---|---|
| 5 to 6 | Inconsistent |
| 7 to 8 | Reliable |
| 9 to 10 | Proof-grade |
It is not rigged to make everyone fail. Most accounts land between 3 and 5 at kickoff and a well-run 90 days usually reaches 7 to 8.5. If you inherited a good account, it will say so.
Twelve categories, on the loop you already run.
Listen, Win, Publish, Prove. Weighted so they total 100%, with one overall score out of 10.
| Reply speed to direct messages | 10% |
|---|---|
| Comment coverage | 8% |
| Complaints and sensitive messages | 7% |
| Path from profile to enquiry | 11% |
|---|---|
| Enquiry capture and follow-up | 10% |
| Outcome and value tracking | 9% |
| Cadence and consistency | 8% |
|---|---|
| Content mix against a stated strategy | 7% |
| Planning and approval turnaround | 5% |
| Baseline and measurement | 8% |
|---|---|
| Reporting rhythm | 9% |
| Attribution to business outcomes | 8% |
How you use it
Score the client at kickoff
Twelve categories, each with written descriptions of what a 0 to 4 looks like versus a 9 to 10. Most of it is visible from a public profile in about twenty minutes.
Show them the baseline on day one
This is the part most agencies skip. A baseline the client has seen is evidence. A baseline produced at day 90 is marketing.
Re-score at 90 days and walk it through
Put the two columns side by side. The sheet works out the weighted change per category, per pillar, and overall.
Use it on your next kickoff.
The spreadsheet opens in Excel and uploads to Google Sheets. Put your agency name on it and take it into the room.
Built by Inexra, the workspace social media agencies use to run the same loop across every client.