Social Media SOP
🎯 Purpose
This SOP is for all clients receiving leads and marketing support from Assist Providers. It outlines why you are responsible for managing your own social media presence and how doing so dramatically increases the success of your campaigns.
Social media is not just about likes or followers — it’s where participants and carers go to check your credibility. And if your page looks inactive, slow to respond, or filled with unanswered comments, it undermines every dollar spent on ads.
📘 Table Of Contents
📥 DM Management – How to Handle Incoming Messages
🛡️ Getting Spam Messages After Running Meta Ads? Here’s What to Do
💬 Comment Management – The Do’s and Don’ts
🚨 Common Issues That Hurt Results
Spam messages in inboxes left unreported or ignored.
Negative comments on ads or posts that go unaddressed.
Unanswered DMs and a neglected inbox.
No organic content posted on your page.
These issues are YOUR responsibility to manage, and they all affect the return on your marketing.
📥 DM Management – How to Handle Incoming Messages
🔹 Why It Matters:
Participants often send messages instead of filling out a form.
Leaving a DM unanswered = lost opportunity.
🔹 What to Do:
Check Meta Business Suite Inbox daily (instructions provided in help centre).
Reply within 2–3 hours minimum.
Loop us in if you’re unsure how to respond.
🔹 DM Response Template:
Hi \[Name], thanks so much for reaching out! We’d love to support you. Could you tell us a bit about what you’re looking for or your NDIS goals? We’ll do our best to help or guide you in the right direction.
Why Early Responses Make a Difference
💬 People expect fast replies online — especially on social platforms. If someone messages your page and doesn’t hear back within a few hours, they may lose interest or go to a competitor.
💡 Responding early also shows Meta that your business is active and reliable, which can improve the performance of your ads and visibility of your posts.
🛡️ Getting Spam Messages After Running Meta Ads? Here’s What to Do
If you’ve recently started running ads on Meta (Facebook & Instagram), you might notice an increase in spam messages. These can range from fake Meta support messages to phishing attempts trying to steal your account credentials.
This is a common issue, but the good news is that you can protect yourself and your account by following the right steps. Keeping us in the loop ensures we can work effectively with you to manage and safeguard your ad account.
🔹 Why Am I Getting Spam Messages?
When you start running ads, scammers assume you have a business account with a payment method linked to it. They try to trick advertisers by pretending to be Meta support, sending warnings about policy violations, or offering fake "verified" badges.
🔹 Common Spam Messages You Might Receive
Fake Policy Violations – "Your account has been restricted due to violations. Click here to fix it."
Verification Scams – "Your page is eligible for verification. Submit your details here."
Phishing Links – Messages that ask for login credentials, often leading to fake login pages.
Fake Ad Disapprovals – "Your ad has been flagged for violating policies. Appeal here."
🔹 How to Handle Spam Messages (Step-by-Step)
Do Not Click Any Links
If you receive a message claiming to be from Meta, do not click on any links. Scammers create fake login pages that look like Facebook or Instagram to steal your credentials.
Verify Directly on Business Manager
If Meta needs your attention, you’ll see alerts directly in Meta Business Manager (business.facebook.com) or the Meta Ads Manager. Always check there first.
Report the Message
If the spam comes through Facebook or Instagram, report it by clicking the three dots next to the message and selecting Report > Spam or Scam.
If it’s an email, forward it to [email protected] (Meta’s official phishing report email).
Enable Two-Factor Authentication (2FA)
Protect your account by enabling 2FA in your Facebook Security Settings. This ensures that even if someone gets your password, they can’t access your account without your phone.
Keep Us Updated
If you receive any suspicious messages, let us know immediately. We can verify whether the message is real and guide you on the next steps. This helps us keep your account secure and avoid unnecessary disruptions in your ad campaigns.
Stay Educated on Meta Security Updates
Meta regularly updates its security protocols. Stay informed by checking the official Meta Business Help Centre (business.facebook.com/help).
💬 Comment Management – The Do’s and Don’ts
🔹 Negative Comments:
DO:
Respond politely, acknowledge the concern.
Offer to take the conversation privately (DM or call).
Template:
Thanks for your comment. We take these concerns seriously and would love to speak with you directly to better understand what’s happened. Please DM us or call our office.
DON’T:
Argue publicly.
Delete comments (unless they’re spam or abuse).
🔹 Ethics-Related Comments:
🔍 Understanding the Code Of Conduct Concern
Here’s an example of the kind of comment you may receive:
“Avoid engaging in, participating in or promoting sharp practices. The term 'sharp practices' refers to unfair treatment or taking advantage of people, including over-servicing, high-pressure sales and inducements. Some sharp practices may undermine the integrity of NDIS providers.”
This is a valid and important part of the NDIS Code of Conduct. But if your business is:
Providing a voluntary offer,
Practising transparency,
Encouraging participant choice, and
Not placing pressure or obligation on the individual,
...then you are operating within ethical guidelines and can explain that clearly and calmly.
✅ How to Respond (Step-by-Step)
Step 1: Acknowledge the Concern Respectfully
Show appreciation that the person is looking out for participant welfare.
“Thank you for raising this important point.”
Step 2: Reaffirm Your Commitment to the Code
Let them know you fully support the ethical standards and explain your internal approach.
“We are committed to upholding the highest ethical standards in both our marketing and service delivery.”
Step 3: Explain the Nature of the Offer
Clarify that participation is voluntary, there is no pressure, and the offer is intended to add value, not manipulate.
“Our offer is designed to enhance the experience for individuals trying our service, with no obligation beyond what aligns with their needs.”
Step 4: Emphasise Participant Choice
Make it clear that all decisions are left to the participant.
“Every individual is free to make an informed decision, and we always respect their right to decline or explore other options.”
Step 5: Invite Further Discussion
End by inviting open, constructive feedback.
“We’re always open to feedback and discussion to improve our approach.”
📬 Response Template (Ready to Use)
Thank you for raising this important point. We are committed to upholding the highest ethical standards in our marketing and service delivery. Our approach prioritises transparency, fairness, and respect, ensuring that individuals with disabilities receive the support they need without pressure or misleading practices.
Our campaign — including offers like this one — is designed to provide added value to participants trying our services. However, participation is entirely voluntary, and there are no obligations placed on the individual. We always respect the participant’s right to choose the provider that best suits their needs.
We believe strongly in integrity and fairness, and we are proud to align with the NDIS Code of Conduct. If you have any feedback or concerns, we welcome open and respectful discussion so we can continue to serve the community in the best way possible.
✅ Why Posting Organic Content Is Essential
Posting organic content consistently builds:
Trust with participants.
Credibility with Support Coordinators.
Confidence for carers looking at your page.
🔹 Real Case Study:
Provider A – Community Connect NDIS
Posts 3–4 times per week, including participant stories, tips, and behind-the-scenes content.
When a lead from Meta ads Googled the business, their Instagram had a recent participant highlight and a pinned video answering FAQs.
Result: Lead booked a consult and mentioned, "You guys looked really active and friendly".
Provider B – BrightCare Supports
Last post was 6 months ago.
No introduction or service breakdown visible.
Result: Lead clicked ad but never followed up — when called, they said "It felt a bit off, like it wasn’t a real company."
🤝 Why Engagement Matters (Not Just Posting)
Engaging with:
Comments on your posts.
Other community pages.
Industry hashtags or networks.
This shows the algorithm you’re active and human.
🔹 Case Study:
Provider X – Thrive Together Disability
Replies to all comments on posts within 24 hours.
Follows, comments and likes posts from other disability services and expo pages.
Result: One carer referred a participant, saying “I loved how warm your page felt — I saw your comment on another post and checked your page out.”
Provider Y – ClearPath Supports
Doesn’t respond to comments, never engages on other pages
Result: Low engagement on paid ads, cold traffic not converting, no referrals through social visibility
🧠 Final SOP Guidelines for Social Media Success
🔹 Daily
Check Meta inbox and comment notifications
Reply to every new message and comment
🔹 Weekly
Post minimum 3x/week.
Mix of: Staff intros, participant success (with consent), NDIS education, service highlights.
🔹 Monthly
Schedule your content in advance.
Refresh templates or post styles to stay current.
🔹 Response Time
Aim to respond within 1–2 hours during business hours.
Turn on Meta Business Suite notifications.
🔹 Escalate When:
You’re unsure how to reply.
A participant requests to escalate.
You receive repeated complaints or concerns.
📌 Final Thoughts
Your ads can bring traffic. But it’s your social media presence that turns those clicks into clients.
Neglecting your page, inbox, or community interaction sends the message that you're not ready for growth.
Respect the lead. Show up online. Engage with your audience.
We’re here to help, but social media is your responsibility.
