Wednesday, 17 May 2017

The Truth About Social Media Agencies

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Over the last decade and especially over the last five to six years, the importance of social media for advertising, marketing, research and customer service has grown in leaps and bounds. It has thus made a pre-requisite for businesses to have a social media presence no matter what industry sector the business belongs to.

Thousands of social media agencies all over the world are in business today helping companies manage their social media presence. This is a fairly recent happening and so there is still a lot of ambiguity on the services that social agencies should undertake.
Some of the immediate tasks that most social agencies undertake are:

Consulting and Strategy Development, Social Content Creation and Advertising, Social Promotions, Crisis Management, Community Management, Influencer Engagement, Measurement and Monitoring, Social Listening etc.

Here it is important to note that social media agencies may specialize in some or all of these key areas and the choice of an external social media agency should be made judiciously.

Not every business may need the presence of a social agency but there are several top reasons and benefits from having on board a social agency.

1. Business Marketing
2. Building brand recognition
3. Getting customers
4. Projecting brand values and promoting brand
5. Dealing with competition
6. Achieving goals quickly

However, choosing the right one is not an easy task and the decision cannot be made lightly. Here are some of the things to look for in a social agency to understanding their capabilities before hiring them because they will be handling a very important component of the business.

• Active participation in social media networks
• References, testimonials and portfolio of work
• Educating and keeping abreast of new networks and applications
• Understanding Quality Vs Quantity - in building up customer base and creating constant interaction and networking
• Creating engaging content relevant to the nature of business
• Providing feedback, analytics and reports
• Building the right strategy
• Crisis planning
• Account management

Most businesses hire a social agency without first assessing if they have adequate in-house means to meet their requirements. This assessment includes understanding the pros and cons of the two.

Using social media agency

Pros

• Their expertise across different industry segments provides valuable insights
• Efficiency and experience along with necessary tools and resources saves a lot of time
• An agency comes with a whole team of personnel such as design expert, web engineer, SEO consultant, content creator etc.

Cons

• Outsourcing work to external agencies means loss of some control over vital business aspects
• Social agencies have several clients and priorities are shared
• Communication with an external agency can be harder and lead to complications
Using in-house services

Pros

• Enables more control and easy overseeing of responsibilities
• High priority of focus is a major advantage
• Enables interaction with other in-house employees across different departments

Cons

• Inability to vet candidate for right kind of skills
• Limited skills and range of abilities
• Expenses could mount in terms of salaries, infrastructure, use of technology etc.

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6 comments:

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