RFPs for social media software: The ultimate guide and template

Key points

• Social media RFPs streamline vendor selection and ensure clear requirements.
• An RFP helps you compare solutions with standardized, relevant information.
• Social listening and monitoring tools help manage brand reputation proactively.
• Regular updates and vendor support impact long-term platform success.

Your team is ready to level up on social media. You know you need a social media management software solution that can wrangle all of your different accounts, customer conversations, and growth metrics. But where do you start?

Instead of doing all the research yourself, you can create a social media software RFP: request for proposals.

What is a social media software RFP?

An RFP outlines everything that you’re looking for in a social media management platform and gives vendors the opportunity to bid on your business by answering all your questions and submitting their proposals.

What’s the difference between a social media management RFP and a social media software RFP?

Social media management RFPs seek proposals from agencies or individuals to manage and execute social media strategies. These agencies focus on creative, strategic, and operational elements.

Social Media Software RFPs, on the other hand, seek proposals from software vendors for technology solutions that automate, monitor, and enhance social media management, ideally streamlining all channels into a unified dashboard.

If you’re unsure which option you need, first determine whether you require a social media management agency or a social media management tool. Let’s discuss what to expect from each.

Social media agency services

• Strategy development: Creating social media strategies aligned with business goals, target audience analysis, and competitive research.
• Content creation and production: Developing original graphics, videos, photography, copywriting, and multimedia content tailored to each platform’s requirements and audience preferences.
• Community management: Engaging with followers, responding to comments and messages, managing customer service inquiries, and fostering relationships with the audience.
• Paid ad management: Creating, launching, and optimizing social media ad campaigns across platforms, including audience targeting, budget management, and performance optimization.
• Influencer partnership coordination: Identifying, vetting, and managing relationships with influencers and brand ambassadors, negotiating contracts, and overseeing campaign execution.
• Analytics and reporting: Providing detailed performance reports, ROI analysis, and strategic insights with recommendations for improving social media effectiveness.
• Crisis management: Monitoring brand mentions, addressing negative feedback, and implementing damage control strategies when issues arise.
• Account setup and optimization: Setting up new social media profiles, optimizing existing accounts for maximum visibility, and ensuring consistent branding across all channels.

Social media management software features

• Content scheduling and publishing: Automated posting capabilities that allow users to schedule content across multiple platforms in advance, with options for optimal timing and bulk uploading.
• Social media dashboard: Centralized interface for managing multiple social media accounts from one location, with a unified view of all platforms and activities.
• Analytics and performance tracking: Built-in analytics tools that track engagement metrics, follower growth, reach, impressions, and other KPIs with visual reporting.
• Content calendar management: Visual calendar interface for planning and organizing content, with drag-and-drop functionality and color-coding for different content types or campaigns.
• Social listening and monitoring: Tools for tracking brand mentions, hashtags, keywords, and competitor activity across social platforms to stay informed about conversations.
• Team collaboration features: Multi-user access to the platform with different permission levels, approval workflows, task assignment, and internal commenting for team coordination.
• Content creation tools: Basic design capabilities, template libraries, brand guidelines, image editing features, and integration with stock photo services for creating visual content.
• Automated response and chatbot integration: Features for setting up automatic replies, chatbots for common inquiries, and streamlined customer service workflows.

A social media management agency can take the keys from your team and act as a fully integrated partner, driving your strategy and execution. Most agencies charge a monthly retainer rate, ranging from $5,000 to $15,000 and higher, depending on the services and complexity.

Social media management software is a powerful tool that your team can deploy to manage and optimize your social media efforts. It’s like turbocharging your engine while remaining in the driver’s seat. They also cost significantly less than a full-service agency, ranging from small monthly fees for basic tools to thousands of dollars per month for enterprise-level platforms.

As with all software, the cost depends on the number of users, social accounts, features, platform integrations, and other customizable factors.

What triggers a social media software RFP?

There are several reasons why it might be time to create a social media software RFP. Often, more than one trigger occurs at the same time.

Here are common reasons why you might issue an RFP:

• Growth introduces complexities: As your social media channels grow, you’ll need a more complex and robust system to manage them. While a simple spreadsheet and calendar may suffice for a single account, managing multiple accounts with frequent content updates requires a unified cross-platform tool that makes the work manageable.
• Team changes: Whether you’re adding headcount or coordinating with new departments, you’ll need a system that allows real-time collaboration, multiple approval layers, and different permission settings.
• Budget optimization: A need for a unified social media management tool is often uncovered after a cost analysis. Whether there’s a need to consolidate resources or streamline processes for efficiency, social media software platforms can help align with budget constraints.
• Integration needs: If you need social media software to integrate with CRM systems, marketing automation platforms, customer service tools, or other business applications, issuing an RFP can help find compatible solutions.
• Contract renewal timing and vendor performance issues: Approaching contract renewals create natural opportunities to evaluate market alternatives, especially if your current vendor isn’t providing the level of support, features, or price considerations your organization needs.

If any of these scenarios apply, coordinate with your company’s IT procurement team to kickstart the RFP process.

What are the benefits of a social media software RFP?

A social media software RFP helps transform a complicated, ambiguous task – choosing the best social media management platform for your brand – into an organized, data-driven one.

Since your team can craft the RFP to ask for only the information you care about, you’ll be able to compare responses from vendors easily. You won’t need to wade through information on vendor websites to get the answers you need.

By making an RFP, you may also learn about vendors that you wouldn’t otherwise consider. You might be surprised by a small start-up’s customized solutions, or a big provider’s ability to work within your budget.

Working through the RFP process can also help eliminate bias or preconceived notions in your process by comparing the same data for every vendor. If you work for a non-profit or government organization, this can be especially beneficial.

You can even designate a project manager to intake the RFP responses and create a combined document that hides vendor names so that decision makers consider only the responses, rather than the companies behind them.

What goes into a social media software RFP?

What goes into your social media software RFP depends on why you’re creating one. You may need specific information about integration capabilities with your CRM, or a thorough understanding of permission and access levels for a large team.

Whatever your primary reason for seeking proposals, ensure that the RFP covers that area in depth. All RFPs should cover the basics, including:

• Pricing structure and contract length requirements
• Software capabilities and comprehensive list of features
• Integration options for CRMs and other business apps
• How AI features are deployed
• Content creation and optimization capabilities
• Review and access levels
• Limits on content, users, or social platforms
• Ability to see optimal posting times
• Analytics output and dashboards
• Chat, DM, and customer service capabilities
• Update cadence
• Platform customer service options

[Template] Social media management platform RFP

While you’ll likely want to customize this template to fit your company’s unique needs, this is a great place to start.

1. Executive summary and introduction

Company overview

• Brief description of your organization, industry, and size
• Current social media presence and objectives
• Number of brands/accounts to be managed
• Team size and structure

Project overview

• Purpose and goals of this RFP
• Timeline for selection and implementation
• Budget range (if appropriate to disclose)
• Key decision-making criteria

2. Current state assessment

Existing tools and challenges

• Current social media management tools in use
• Pain points and limitations with existing solutions
• Specific problems this new tool should solve
• Integration requirements with current marketing stack

Social media scope

• Platforms currently active on (Facebook, Instagram, X/Twitter, LinkedIn, TikTok, BlueSky, etc.)
• Number of social media accounts to be managed
• Content volume (posts per week/month)
• Geographic markets served
• Historic performance metrics (follower counts, engagement rates, reach)
• Previous campaign summaries and performance analysis
• SWOT analysis of current social media efforts

3. Functional requirements

Ask respondents to provide details on how their product addresses each of the following items.

Core platform capabilities

• Multi-platform account management
• Content scheduling and publishing
• Visual content calendar
• Bulk scheduling and import capabilities
• Post preview and approval workflows

Content management

• Content creation and editing tools
• Asset library and digital asset management
• Template libraries and brand guidelines enforcement
• Content curation and RSS feed integration
• User-generated content management
• AI-driven content automation and optimization
• Automated sentiment analysis and content recommendations

Analytics and reporting

• Built-in analytics and performance metrics
• Custom report generation
• ROI and conversion tracking
• Competitor analysis capabilities
• Data export options and API access

Team collaboration

• Multi-user access with role-based permissions
• Approval workflows and content review processes
• Internal commenting and task assignment
• Client access portals (if applicable)
• Activity logs and audit trails

Social listening and monitoring

• Brand mention monitoring
• Hashtag and keyword tracking
• Sentiment analysis and AI-driven insights
• Crisis management alerts
• Competitor monitoring capabilities
• Unified inbox for managing engagement across platforms
• Automated response capabilities and chatbot integration

4. Technical requirements

Integration capabilities

• CRM system integration (specify systems if applicable)
• Marketing automation platform connectivity
• Google Analytics and other analytics tools
• Customer service platforms
• E-commerce platform integration

Security and compliance

• Data security measures and certifications
• GDPR and privacy compliance features
• User authentication and access controls
• Data backup and recovery procedures
• SOC 2 or other relevant compliance standards

Performance and reliability

• Uptime guarantees and SLA commitments
• System performance benchmarks
• Scalability for growing account volumes
• Mobile app functionality and features
• API rate limits and capabilities
• Response time commitments for customer support
• Escalation procedures for technical issues

5. Vendor information requirements

Company background

• Years in business and company outlook
• Client base size and notable customers
• Financial stability and backing
• Development team size and location
• Customer support structure and availability

Product development

• Product roadmap and upcoming features
• Frequency of updates and new releases
• Beta testing and early access programs
• Feature request process and implementation timeline
• Platform-specific updates (new social platforms)

6. Implementation and support

Onboarding process

• Implementation timeline and milestones
• Data migration capabilities and process
• Training programs and materials available
• Dedicated implementation support
• Success metrics and benchmarks

Ongoing support

• Customer support hours and channels
• Response time commitments
• Account management structure
• Training and certification programs
• User community and knowledge base resources

7. Pricing and commercial terms

Pricing structure

• Detailed pricing for different user tiers
• Cost per additional social media account
• Setup and implementation fees
• Training and professional services costs
• Volume discounts and enterprise pricing

Contract terms

• Contract length options and flexibility
• Cancellation terms and notice requirements
• Price increase limitations
• Service level agreements
• Data ownership and portability rights

8. References and case studies

Client references

• Provide 3-5 references from similar-sized organizations
• Include contact information for reference calls
• Specify industry verticals served
• Case studies demonstrating ROI and success metrics
• Customer retention rates and satisfaction scores

9. Evaluation criteria

Scoring framework (adjust to fit your organization’s priorities)

• Functional requirements fit (40%)
• Technical capabilities and integration (25%)
• Vendor stability and support (20%)
• Pricing and value proposition (15%)

Decision timeline

• RFP submission deadline
• Vendor presentation schedule (if applicable)
• Reference check timeline
• Final decision date
• Implementation start date

10. Submission requirements

Proposal format

• Maximum page limits for each section
• Required file formats (PDF, Word, etc.)
• Submission method (email, portal, etc.)
• Contact information for questions
• Deadline for questions and clarifications

Required documentation

• Detailed responses to all functional requirements
• Technical architecture diagrams
• Security and compliance certifications
• Sample reports and dashboard screenshots
• Implementation timeline and project plan

11. Terms and conditions

RFP process rules

• Confidentiality requirements
• No obligation to purchase disclaimer
• Right to reject any or all proposals
• Process for handling questions and clarifications
• Communication protocols during evaluation

Legal considerations

• Required insurance and bonding
• Intellectual property ownership
• Liability limitations
• Governing law and jurisdiction
• Amendment and modification procedures

The above framework can help you get started on an RFP. Depending on your industry, you may require more detail in some sections. For example, healthcare, finance, and other regulated industries may be especially interested in compliance.

How do I get my social media platform RFP in front of the right vendors?

Now that you’ve got an RFP, you’ll want to distribute it to the right places for maximum targeted responses. Here are a few ways to spread the word:

• Post the RFP on your company’s LinkedIn page, and ask key employees to share with their professional networks.
• Send an announcement to industry publications and websites. Some will have sections specifically for RFPs.
• Reach out to current partners, vendors, and consultants in other areas of the business and ask them to share the RFP with their relevant contacts.
• Contact vendors directly through their enterprise sales teams.
• Check resources from industry associations and groups that can help share the RFP.
• Post in technology marketplaces like Capterra or Software Advice, and in procurement networks.
• For government entities or public organizations, look at sites like SAM.gov, BidNet, or your local government’s vendor portal.

What factors should I consider when selecting a social media software vendor?

Once you’ve collected RFP responses, you can directly compare the features, benefits, and drawbacks of each vendor. While some elements, such as price and integrations, are straightforward, others require more subjective reasoning.

Consider how well the vendor communicates about their software. Are they interested in being a true partner for your organization, with easy-to-access customer service? Does their approach resonate with your team’s social media strategy?

In addition to scoring the responses for each question, maintain a separate rubric for the intangibles. How thorough were their responses? If your team communicated with the vendor during the RFP process, what was that experience like?

Here’s a full list of questions to ask to evaluate your RFP responses and choose a vendor:

1. Does the platform support our team’s target social media platforms?
2. Does it have all the features we need, with plans to continuously upgrade and add new features as social platforms evolve?
3. Is the platform easily customizable and scalable to align with our team?
4. How seamlessly can the platform integrate with our tech and marketing stacks?
5. Is the platform easy to use, intuitive, and well-designed?
6. What’s the average time-to-adoption for users?
7. What training do you offer?
8. Do the analytics and reporting easily provide the data our team needs to make decisions?
9. How robust and reliable are the support options?
10. What are the security and compliance standards?
11. What’s the total cost, including additional fees for training, integrations, additional users, etc.?
12. Does the platform offer remote and mobile (app) access?

In addition to the above questions, survey your team to ensure you’re addressing all of their concerns as well. The people who will be using the platform daily should have the opportunity to evaluate it and provide their input.

Final thoughts on social media management software RFPs

While crafting a social media management software RFP takes time, it’s well worth the investment to get matched with a vendor that best meets your business’s needs. The responses can serve as valuable resources, even for the vendors you ultimately don’t choose.

The data you collect can help set realistic benchmarks and give your team awareness of the features and options available in the market. For example, if your chosen vendor has 90% of the features you need, and their competitors have the additional features, you can discuss how your vendor might implement those features in the future.

If you’re evaluating platforms, Emplifi’s unified social media management solution is a comprehensive solution, especially if you’re prioritizing collaboration, automation, and performance insights across teams. Emplifi’s platform is designed to scale with your needs while supporting a data-driven social strategy. With numerous tools available, finding one that strikes a balance between functionality and usability is crucial.

Schedule a demo today.