Many PR and marketing agencies are still using social media ineffectively—for their clients and for themselves.
Social media is still suffering from the “hot new thing” syndrome. Clients need it and agencies say they can master it, but neither group knows why they are using it or how it plugs into the business side.
Here are 5 more things agencies should accentuate when it comes to social media services
6. Use less isolated tactics and more integrated strategy . Agencies who provide things like a Facebook or blogging strategy are just a few steps away from being snake oil salesmen.
Available online tools are tactics that are part of the overall strategy. Agencies better be able to put the moving pieces together, and complete a full social media road map for their clients.
7. Be a second or third pair of eyes . One of the best ways to be successful in social media is to help; clients may be overwhelmed with the strategy you provide. As an agency, you need to help your client and lead by example.
Maybe you’ve been listening to your client’s competition and you have an idea for a great content piece. Share information you come across that relates to their business and demonstrate how you would share it on their social networks.
Don’t just hand off the strategy to your client and walk away; be part of the process. They will remember this and refer you when others ask who helped them with social media.
8. Robots are out; humans are in. As social media matures, so do its users, and they will expect and demand authenticity from the sources they trust.
Agencies that champion the auto-publication of content don’t understand social media. If this is the only method of sharing content you believe in, be prepared to see less business.
9. Stop being vague with your social media language. As David Meerman Scott said, it’s time to stop talking Gobbledygook.
Agencies should stop the use of social media buzzwords like engagement, relationships, influence, buzz and more. Using these words in a proposal only cheapens your credibility. Speak the language of your clients and show them how social media fits in their world.
10. Increase the value of your clients. Building a lot of social media activity for clients is easy, and too many agencies see activity as the end goal.
However, getting clients to be seen as helpful resources in their respected fields should be the main goal. Increasing the social media value for your clients creates longevity for not only their brand, but for yours as well.
11. Make ROI happen. It’s one thing to talk about ROI and why it is important, but it is another thing to show a client how their social media efforts are tied to business results. Even harder is showing the client how they can track this.
Agencies better be able to tie in results for all the social media work they’re charging for. Clients will demand it—and if they aren’t, they should be.
Social media as business component is maturing fast. As it becomes more of a necessity and less of an add-on service, it will be increasingly important that agencies mature their offerings along with it.