A social media agency manages social media channels on behalf of businesses. These channels are usually Facebook, Instagram, and Twitter. They can also include Pinterest, Snapchat and LinkedIn.
In this blog, we look at the pros and cons of using a social media agency.
Strategies and tactics
Social media agencies should have a strategic approach. They should also be able to suggest some tactics. What’s the difference between strategy and tactics? A simple version:
“Being strategic is doing the right things. Being tactical is doing things right.”
As a real estate agent, you want to grow your email contact list. Your strategy is to use lead form ads. The tactic is publishing ads that tell people to fill in the form.
The agency and the business should set goals together, and the agency will then plan to meet them. This could be a number of posts-per-week for each social channel or a level of engagement.
If you’re managing your own social media, Aspiring Digital offers a consultancy service to suggest new strategies and tactics. To learn more, get in touch with us.
Content creation for social media means making imagery and/or videos. It will also include writing the messages. This content is then used to promote brand messages and website links. For content to be effective they must know a brand’s persona and voice.
You will need a lot of content to publish. This is another way your social media agency helps. The added benefit is that you don’t have to create or schedule it. And, you don’t have to pay directly for scheduling tools. The downside is not having complete and direct control. As a result, you may lose some immediacy and authenticity.
Publishing and Monitoring
A good agency will research and analyse popular content across your industry. They will then come up with a content calendar around those topics. At this point, the content should be given to the business owner for approval. Once that is done, the content can be strategically scheduled. Usually, an agency will have access to a scheduling platform such as AgoraPulse or Buffer.
Once it’s published, interactions are responded to by the agency.
A community manager advocates for brands on social networks. They look to connect with current and potential customers. Community managers also focus on boosting awareness for the brand. A social media agency will also generally use platforms like Agorapulse or Buffer to manage interactions.
Social media agencies can include social media advertising as part of their service. Usually, the business pays for the ads, while the agency creates and manages the ads. Sometimes an agency will offer a flat fee which includes some advertising.
At Aspiring Digital, we’ve managed social media ads across many different businesses. If you think your ads could be better, or you’d like to start advertising, book a chat with us.
A social media agency should report results as often as you want them. Generally, a weekly report and a monthly report are enough. Finding the balance is key. You want to know how your social media is doing, but more time spent on reporting could mean less content!
At Aspiring Digital we can show you how to access reports at any time. And we’ll show you how to read them too. If you’re in need of this help, reach out today.
The upside of Using a Social Media Agency
Social media networks change all the time. Keeping up to date with the latest trends is time-consuming. Unless you’re in a related industry, a lot of the terms can be confusing. Social media agency owners or staff also make learning part of their daily routine.
Like any other profession, you need social media skills to apply knowledge.
However, learning how to use the tools takes the focus away from running your business! That’s why Aspiring Digital offers a social media management package, with a training option. Business owners can invest in skills, for themselves or their staff. Contact us to ask about how this can work.
The Downside of Using a Social Media Agency
Businesses that use an agency must also accept the cost. This can be hard for a small business because it is an expense. Remember, Aspiring Digital has a training option. So, instead of planning to spend money on an agency forever, ask us about investing in your future.
Loss of Authenticity
It’s important for your content to match your brand. This can be a challenge for an agency. For example, you can publish the perfect coffee image, but it doesn’t look like your coffee. That’s going to be a little odd for your customers!
Content created in-house might look less polished, but it can look more “real”. Make sure that the content used for your social media reflects your business.
A business and agency must agree on goals to be successful. For example, let’s say you hire a social media agency. There’s no talk about goals. You’re expecting an increase in awareness of your plumbing services. Your social media agency delivers follower growth, but there’s no increase in business for you.
Is anybody going to be happy with that? If your business goals don’t match what the agency is delivering, you need to fix it.
Social media advertising requires specialist knowledge and skills. Some agencies might have only run ads on one network, for example. Others may have no experience in running business-to-business ads.
At Aspiring Digital we recommend learning to manage organic social media first. We’ll manage any advertising until you’re ready for that step. We have experience in running both business-to-customer and business-to-business ads. And we’ve done it across multiple networks.
Using a social media agency can be great for business owners who don’t have the skills or time to do it. However, if you are planning to grow your business, you should be planning to manage your social media.
That’s where we come in.
At Aspiring Digital our first step is to talk about your business. This includes your goals and challenges. We discuss what you’ve done so far. Following this, we give you an outline of some ways we can work for you. This can include the option to teach skills to you or your staff.
If you’d like to know more about us, and how we work, please contact us. If you know someone who could use this information, please share it!