How To Work With Social Media Agencies
How To Work With Social Media Agencies
In today's digital-first world, social media has become an indispensable tool for businesses of all sizes. Organisations, from startups to multinational corporations, leverage social platforms to connect with their audience, build brand awareness, and drive sales.
However, navigating the ever-changing landscape of social media can be challenging and time-consuming. Partnering with a social media agency can make a significant difference. In this comprehensive guide, we'll explore how to work with social media agencies effectively, ensuring your brand maximises its online presence and achieves its marketing goals.
Table of Contents
Why Work with a Social Media Agency?
Choosing the Right Social Media Agency
Setting Clear Expectations and Goals
Building a Strong Agency-Client Relationship
Managing Social Media Campaigns Together
Evaluating and Optimising Agency Performance
Conclusion
Why Work with a Social Media Agency?
Expertise and Specialised Knowledge
Social media agencies bring a wealth of experience and up-to-date knowledge about platform algorithms, trends, and best practices.
This expertise is invaluable in an environment where social media platforms constantly evolve their features and algorithms.
For instance, when Instagram introduces a new feature like Reels or TikTok, which becomes the latest trend, agencies are often at the forefront, ready to help brands capitalise on these changes.
Moreover, agencies often have teams specialising in social media marketing, such as content creation, paid advertising, and analytics. This diverse skill set allows them to provide a comprehensive approach to your social media strategy, ensuring all bases are covered.
Time and Resource Savings
Managing an effective social media presence requires significant time and effort. By outsourcing your social media efforts to an agency, your internal team can focus on core business activities.
This is particularly beneficial for small to medium-sized businesses that may not have the resources to maintain a full-time social media team.
Agencies can handle time-consuming tasks such as daily posting, community management, and content creation.
This frees up your team to focus on strategic business decisions and other critical areas of operation.
Access to Advanced Tools and Analytics
Social media agencies often have access to premium tools and analytics platforms that can provide deeper insights into your social media performance.
These tools can be costly for individual businesses to maintain, but are essential for in-depth analysis and reporting.
For example, agencies might use tools like Sprout Social, Hootsuite, or Buffer for scheduling and analytics, Canva Pro for design, and specialised social listening tools.
They may also have access to beta features or advanced advertising tools provided directly by social media platforms.
Scalability and Flexibility
As your business grows or your social media needs change, an agency can quickly scale its services to match.
Whether you're launching a new product, entering a new market, or running a significant campaign, agencies can adjust their resources to meet your needs without the need for you to hire additional staff.
Fresh Perspective and Creative Ideas
Sometimes, being too close to your brand can limit creativity. Social media agencies work with various clients across different industries, giving them a broad perspective on what works in social media marketing.
They can bring fresh ideas and innovative approaches to your social media strategy, helping your brand stand out in a crowded digital space.
Choosing the Right Social Media Agency
Define Your Needs and Goals
Before starting your search for a social media agency, it's crucial to clearly outline what you want to achieve through social media marketing. This step will help you find an agency that aligns with your specific needs and can deliver the results you're looking for.
Consider the following questions:
What are your primary business objectives? (e.g., increasing brand awareness, generating leads, driving sales)
Which social media platforms are most important for your target audience?
Do you need help with strategy development, content creation, community management, paid advertising, or all of the above?
What is your budget for social media marketing?
Are you looking for a long-term partnership or help with a specific campaign?
Having clear answers to these questions will guide your agency search and help you communicate your needs effectively to potential partners.
Research and Shortlist Potential Agencies
Once you've defined your needs, you need to start researching agencies specialising in social media marketing. Look for agencies with experience in your industry and a proven track record of success. Here are some ways to find potential agencies:
Ask for recommendations from your professional network
Search online directories like Clutch or UpCity
Look at agencies that work with brands you admire on social media
Attend industry events or webinars where agencies might present
When researching, pay attention to:
The agency's client list and case studies
Their social media presence (it should be strong if they're selling these services)
Awards or recognition in the industry
The thought leadership content they produce (blogs, whitepapers, etc.)
Based on your initial research, create a shortlist of 3-5 agencies that seem to be a good fit.
Evaluate Their Portfolio and Case Studies
Review the agency's past work to ensure their style aligns with your brand vision. Look for case studies or client success stories that demonstrate:
Results achieved for clients similar to your business
Creative approaches to social media challenges
Ability to adapt strategies across different platforms
Measurable outcomes that align with your goals
Don't just focus on vanity metrics like follower growth. Look for metrics that have real business impact, such as engagement rates, lead generation, or conversions.
Consider Agency Size and Culture Fit
The size of the agency and how well its culture aligns with your organisation can significantly impact your working relationship. Consider these factors:
Small agencies might offer more personalised service, but may have limited resources
Large agencies might have more resources, but you could be a small fish in a big pond
Mid-size agencies might offer a balance of resources and attention
Culture fit is equally important. Look for an agency that shares your values and communicates in a style that meshes well with your team. During initial conversations, assess:
How well do they understand your brand and industry?
Are they proactive in offering ideas and solutions?
Do they seem genuinely excited about the possibility of working with you?
How do they handle questions or concerns?
Request Proposals and Conduct Interviews
Once you've narrowed your list, request proposals from your top choices. A good proposal should include:
An overview of their understanding of your needs
Proposed strategy and tactics
Team structure and key personnel
Pricing and contract terms
Expected deliverables and timelines
How they measure and report on results
After reviewing proposals, conduct interviews with the top contenders. This is your chance to dig deeper into their approach and ensure they're the right fit. Prepare questions about their processes, how they handle challenges, and their vision for your social media presence.
Setting Clear Expectations and Goals
Establish Specific, Measurable Objectives
Working with your chosen agency, set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals for your social media campaigns. This framework ensures that your objectives are clear and trackable. For example:
Increase Instagram follower count by 20% in the next 6 months
Achieve a 5% engagement rate on LinkedIn posts by the end of Q3
Generate 100 qualified leads per month through social media by Q4
Align these social media objectives with your broader marketing and business goals. This alignment ensures that social media efforts contribute meaningfully to your business success.
Define Key Performance Indicators (KPIs)
Agree on the metrics that will be used to measure success. While the specific KPIs will depend on your goals, some common ones include:
Engagement rate (likes, comments, shares)
Reach and impressions
Click-through rate (CTR)
Conversion rate
Cost per click (CPC) or cost per acquisition (CPA) for paid campaigns
Follower growth rate
Share of voice compared to competitors
Ensure that you and the agency clearly understand how these KPIs will be measured and reported.
Create a Detailed Scope of Work
Clearly outline the services the agency will provide. This should include:
Content creation: How many posts per week? On which platforms?
Community management: Will they handle comments and messages? During what hours?
Strategy development: How often will the strategy be reviewed and updated?
Paid advertising: Will they manage ad campaigns? What's the budget?
Reporting: What metrics will be included? How often will reports be provided?
Meetings: How often will you have check-ins? Who needs to attend?
Having a detailed scope of work helps prevent misunderstandings and ensures both parties are on the same page about what's expected.
Building a Strong Agency-Client Relationship
Foster Open Communication
Establish regular check-ins and create an environment where parties feel comfortable sharing ideas and concerns. This could include:
Weekly status calls to discuss ongoing campaigns and immediate issues
Monthly strategy meetings to review performance and discuss upcoming initiatives
Quarterly reviews to assess overall progress and plan for the future
Encourage your agency to bring new ideas and opportunities to the table proactively. Similarly, be open with them about changes in your business that might affect your social media strategy.
Share Brand Guidelines and Resources
Provide the agency with comprehensive brand guidelines, assets, and access to necessary tools to ensure consistency in messaging. This should include:
Brand voice and tone guidelines
Visual style guide (logos, colour palettes, fonts)
Key messaging and value propositions
Information about target audiences
Access to your product or service (so they can speak about it authentically)
Any legal or regulatory constraints specific to your industry
The more information you provide, the better the agency can represent your brand on social media.
Be Responsive and Collaborative
Timely feedback and approvals are crucial for maintaining momentum in social media campaigns. Set up efficient processes for:
Content approval: Who needs to sign off on posts? What's the turnaround time?
Crisis management: How quickly can you respond if the agency needs input on a sensitive issue?
Campaign launches: What's the process for getting new campaigns approved and launched?
Remember, social media moves fast. Delays in approval or feedback can result in missed opportunities or outdated content.
Invest in the Relationship
View your agency as a partner, not just a vendor. Consider these relationship-building strategies:
Invite them to essential company events or product launches
Share industry insights or internal data that could inform their work
Provide constructive feedback, not just criticism
Celebrate successes together
A strong, trusting relationship with your agency can lead to better results and more innovative social media strategies.
Managing Social Media Campaigns Together
Collaborate on Content Strategy
Work with the agency to develop a content calendar that aligns with your brand voice and marketing objectives. This process should involve:
Identifying key themes and messages for each month or quarter
Planning content around important dates (product launches, industry events, holidays)
Balancing different types of content (educational, promotional, entertaining)
Adapting content for different platforms while maintaining a consistent brand voice
Encourage the agency to bring creative ideas to the table, but be ready to provide input on what resonates best with your audience.
Implement Approval Processes
Set up efficient approval workflows to ensure all content meets your standards before publication. This might include:
A shared content calendar where you can view upcoming posts
A tiered approval system (e.g., junior staff approve routine posts, senior leadership approve sensitive content)
Clear guidelines on what requires approval and what the agency can post directly
Strive for a balance between maintaining quality control and allowing the agency enough autonomy to be responsive and agile.
Stay Agile and Adapt to Trends
Be prepared to adjust strategies based on real-time data and emerging social media trends. This might involve:
Regular performance reviews to identify what's working and what's not
Flexibility to reallocate budget to high-performing channels or campaigns
Quickly capitalising on trending topics or viral moments when relevant to your brand
Testing new features or platforms as they emerge
Encourage your agency to bring new opportunities to your attention, but also be willing to take calculated risks on their recommendations.
Integrate with Other Marketing Efforts
Ensure your social media campaigns are integrated with your broader marketing strategy. This could include:
Coordinating social media content with email marketing campaigns
Using social media to amplify PR efforts
Incorporating social media goals with overall digital marketing KPIs
Using insights from social media to inform product development or customer service improvements
Regular communication between your agency and other marketing teams or partners is key to achieving this integration.
Evaluating and Optimising Agency Performance
Regular Performance Reviews
Schedule periodic reviews to assess the agency's performance against set KPIs and goals. These reviews should:
Compare results to benchmarks and industry standards
Identify trends in performance over time
Discuss challenges and how they were overcome
Celebrate successes and identify what contributed to them
Use these reviews to evaluate the agency and refine your strategy and set new goals.
Analyse ROI and Campaign Effectiveness
Work with the agency to calculate the return on investment for your social media efforts. This analysis should consider:
Direct conversions or sales attributed to social media
The value of increased brand awareness or engagement
Cost savings from using social media for customer service
Comparison of social media ROI to other marketing channels
Remember that some benefits of social media (like improved brand sentiment) can be harder to quantify but are still valuable.
Provide Constructive Feedback
Offer specific feedback on what's working well and where there's room for growth. This feedback should:
Be timely - don't wait for formal reviews to address issues
Be specific - use examples to illustrate your points
Be balanced - highlight positives as well as areas for improvement
Be actionable - provide clear direction on what you'd like to see change
Encourage the agency to provide their insights and suggestions as well. The best relationships are collaborative, with both parties continuously working to improve.
Continuous Learning and Improvement
Foster a culture of continuous learning and improvement. This might involve:
Sharing relevant industry reports or research
Attending social media conferences or webinars together
Conducting A/B tests to optimise content and strategies
Staying informed about changes to social media platforms and adjusting strategies accordingly
Encourage your agency to bring new ideas and inform you about emerging trends or technologies that could benefit your brand.
Conclusion
Working with a social media agency can significantly enhance your brand's online presence and marketing effectiveness. You can build a successful long-term relationship that drives results by choosing the right partner, setting clear expectations, fostering strong communication, and continuously evaluating performance.
Remember, effective collaboration is key to maximising the impact of your social media marketing efforts. Treat your agency as an extension of your team, providing them with the information and resources they need to succeed. At the same time, stay involved and provide clear direction to ensure your social media presence authentically represents your brand.
As the social media landscape evolves, your partnership with a social media agency will help you stay ahead of the curve, adapt to new trends, and consistently engage your audience in meaningful ways. With the right approach, your social media efforts can drive brand awareness, customer engagement, and business growth.
FAQs
What should you look for in a social media agency?
When choosing a social media agency, prioritise relevant industry experience and a strong portfolio demonstrating measurable results.
Look for up-to-date knowledge of social media trends and best practices, and a range of services that match your needs.
The agency should have expertise in your target platforms and demonstrate creativity in their content creation. Additionally, consider the cultural fit between your organisation and the agency, as a good working relationship is crucial for long-term success.
How do you manage a social media agency?
Managing a social media agency effectively starts with setting clear goals and KPIs to guide your partnership.
Establish regular communication channels and check-ins to stay aligned on progress and address any issues promptly.
Provide comprehensive brand guidelines and establish efficient approval processes to maintain quality without hindering productivity.
Stay involved in strategy development while being open to the agency's expertise and ideas. Regularly review performance and provide constructive feedback to help the agency refine their approach and deliver better results.
How do you communicate effectively with a social media agency?
Effective communication with a social media agency involves establishing clear channels and regular check-ins for discussing progress and strategy.
Be specific and constructive in your feedback, providing context to help the agency understand your reasoning.
Use collaborative tools to streamline communication and content approval processes. Keep the agency informed about relevant business updates that might impact social media strategy.
Create an open environment where the agency feels comfortable sharing ideas and concerns, fostering a strong, collaborative relationship.
What are the benefits of working with a social media agency?
Working with a social media agency can enhance your marketing efforts by providing specialised expertise and up-to-date knowledge of platform-specific strategies and trends.
It saves time and resources by allowing your internal team to focus on core business activities while the agency handles content creation, community management, and campaign execution.
Agencies often have access to advanced tools and analytics, providing deeper insights into your social media performance.
They can maintain a consistent posting schedule with high-quality, engaging content tailored to each platform.
Additionally, agencies bring a fresh, outside perspective that can lead to innovative ideas and strategies for your social media presence.