Help your Social Media Agency Help you

Nowadays it’s perfectly normal for a business to outsource it’s social media needs. After all, I work for an agency that handles clients social media and other online marketing campaigns on the daily.

The clients we work with have already acknowledged social media as an important facet to their businesses future and ultimately their marketing goals. The only problem is, they don’t have the time to actually do social media and the days of…

“My-kid-manages-my-social-media” because “he-is-on-the-darn-thing-all-day-anyway”

…are definitely over.

Regardless if you’ve chosen to work with a social media agency or not, here are some easy ways to help your Social Media Agency help you!

#1 Have a Game Plan

Serious social media marketing takes serious campaigning. Contrary to popular belief – the fabled ‘golden Facebook post’ that goes viral and brings you instant ROI does not exist. This means some legitimate strategy is required to establish what your marketing goals are, what’s social media got to do with it, and finally where does your Social Media come in to help you reach them.

“Handling your social media” is much more involved than you think…

Managing Facebook ads is different than community management, which is different from content strategy, and way different from just polishing your profile with new graphics. Make sure everyone is on the same page of who is doing what.It takes all of these elements holistically for a social media campaign to succeed.

Incase you’re unsure about what campaign would work “socially,” try this:

Think of any current offline campaign or promotion you are doing. Is a certain product receiving really positive feedback in your shop for example? Bring that up to your Social Media Agency and see if they can spin what’s already working into an online campaign.

Information is key when it comes to understanding your business and what makes you unique amongst your competitors, prepare your Social Media Agency with this information.

#2 Meet them Halfway

While it’s safe to assume that your chosen social media agency has the competency to take care of you in the online space – let’s face it, they aren’t there on-location to participate in your marketing efforts.

This means they cannot physically be there to:

  1. Take pictures of your events
  2. Tell your customers to Like you on Facebook in person
  3. Place Facebook logos along with your vanity URL on your business cards or shop windows

…and that’s where you step in.

Ask your account rep for suggestions of what you can do to help your campaigns ROI!


If a Social Media Agency is JUST running your Facebook Ads, do your best to post on your Fan page regularly and welcome your new fans they get there. Post pictures of your products and PLEASE respond to those who ask you questions directly on your Fan page. Facebook ads work a lot better if they aren’t brining people to ghost town.

*That’s why it’s important to work with your account manager to provide needs based analysis on your company to find out if social is even a good fit in the first place*

#3 Track Results

CPC, CTR, and all that Jazz is great for tracking your online traffic and conversion. However it’s much harder to tell if your fans are converting into ROI.

Think about it – when’s the last time you asked a customer in person if they were a fan of your Facebook page? Its 2012, with over a billion people on Facebook I’m sure if you asked them to ‘LIKE’ your business on Facebook, they wouldn’t look at you weird. If they do, I’m sorry, but its better to have a fan gained than a fan that never was because you didn’t ask.

ProTip: The more comfortable you are about Facebook as it relates to your business the more comfortable your customer will feel about talking about it.

#4 Have Patience

Wether you’re under contract with your Social Media Agency  or work with them on a month-to-month agreement, it’s important that you practice patience. Belive that your Social Media Agency is working to keep you as a client and that advertising isn’t guaranteed ROI. When it comes to social media, consumer relations toward your brand online take time to develop. You cannot buy these social relationships, after all social media is just that – social.

Do you outsource your social media needs or do you work for a Social Media Agency and agree with me?

How do you prepare your Social Media Agency for success?

Harvey Specter
Posted at 4:16 pm November 7, 2012
Catherine Saunders

An interesting article from an angle not widely covered. A great insight into that relationship between the soicial media manager and the business.

Thanks, Jacob.

    Harvey Specter
    Posted at 10:20 am November 8, 2012

    Hi Catherine,

    Thank you for the feedback. I agree this angle is not widely covered. Amazing things can happen when both parties work together to reach the same goals, especially now that social media has become much more involved than other forms of online advertising – participation is key.

Harvey Specter
Posted at 3:28 pm November 9, 2012
Moriah Diederich

Great input. I’m curious…what is the average amount of time spent per client on social media each month at your company? I would assume this is a hard thing to quantify, in terms of what the right amount is and would vary based on the campaigns that are being run. Just curious if there is a magic number out there you recommend?

    Harvey Specter
    Posted at 6:27 pm November 9, 2012

    Hey Moriah,

    Good question and you are absolutely right in thinking it’s a hard thing to quantify. It really depends on the needs of the client and how “hands-on” they are with their own social media presence. This goes back to point #1, and #2 in my post specifically on knowing who is doing what and the business owners role in participating.

    However if the client is looking to be completely “hands off” we have a service called “Brand Evangelism” where I would spend about 25 hours/month assuming their social media manager role and essentially become their brand voice on whichever platform(s) makes sense to their business. This may be the answer to your question.

    Glad you enjoyed the read!

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