With the proliferation of so-called “social media (SM) experts” practically outnumbering phone users, many in the marketing profession are beginning to question whether it is wise for a company to use a social media agency. It has been claimed that many social media agencies are taking advantage of business owners who just don’t know the media better. These bogus agencies are full of tools and tactics, but they have little or no strategy on how to use them to meet business goals. For a company unsure of the benefits of SM, the safe bet for an SM campaign could be through a partnership with a traditional advertising or marketing agency rather than a social media startup. After all, many advertising and marketing agencies are likely to have at least one internal SM authority.
But playing it safe won’t get a business anywhere. Simply posting tweets and Facebook links to a company’s website content will not catapult a company to a million followers or like that they can be taken advantage of. It won’t even help the company highlight your content. There is nothing “social” about these tactics, in fact, it is no different from advertising; One-way communication from an organization to consumers. Little or no influence can be obtained from this among consumers. The smartest companies that use SM prosper by creating relationships. To build them you must listen as much as communicate.
Social media agencies bring results
Many business owners like the results they get from social media agencies. In a February 2011 Altimeter Group report, it was revealed that 59% of companies use boutique social media agencies compared to 35% that use traditional agencies for social business. Meanwhile, in a 2011 ad agency report, 60% of digital service revenue came from specialized digital agencies. In other words, we can expect the continued presence and growth of social media agencies. Inauthentic agencies with people who claim to be experts will eventually be kicked out, as they should, while more than stellar ones will become acquisition targets for larger agencies.
A business cannot do it alone
To achieve its business objectives through SM, that is, increased sales or consumer loyalty, a company will need time. More importantly, you will need the resources to:
A company must work hard to create its own online community of friends and followers. All of this will require considerable effort and will require maximum experience. Your company will need a team of experts who operate in unison to achieve your business goals. More and more companies are realizing this and are seeking external assistance. The right online strategies for the right brand can build awareness, engagement, and most importantly, sales and influence. The experience and customer experience that social media agencies have will prove invaluable to a company seeking to launch an integrative social media campaign.
This does not mean that a company always needs a social media agency. Keys for SM platforms can be passed from one agency to another, but only after a certain time. SM may sound easy, but it actually takes time and preparation. It would be better for a business to learn how to master it with the help of an agency than to do it alone. Your business’ SM success will be a direct result of the time spent planning your goals and objectives.
