Untangling Social Media Services: What’s the Best Choice?

by Natalie Henley

Finding a new social media agency can be, well, downright exhausting. One of the baffling things? The wide range of prices you might encounter for seemingly similar services. Take, for instance, managing a Facebook page. While one agency might pitch a $500 fee, another could come in at $5,000, yet another might even quote $10,000.

The vast disparity in pricing can make the hunt for the right agency incredibly challenging. But here’s the thing: understanding the nitty-gritty of the services listed can shed light on the value you’re receiving and why these prices are set where they are.

As you navigate vetting social media services, it’s essential to start with what you need to see out of your social media channels. For example, if social media isn’t strategically important to your organization, but instead a box you’re checking, lower-cost providers might make more sense. However, if social media is a key element of your communication strategy, you’ll want to understand “what’s missing” when comparing lower-cost to higher-cost providers.

#1 – Content Creation: Diving Into the Calendar’s Nitty-Gritty

When diving into the world of social media agencies, one might get tripped up by the term “calendar”. But a content calendar is more than just a planner filled with post dates. Many agencies might tempt you to compare their services based on how often they’re hitting ‘post’. They’ll hint: “Check out our frequency – once, twice, daily, or maybe a few times a week.”

But a word of caution: using frequency as a yardstick to measure an agency’s worth? Probably not the best idea.

Here’s why: Would you rather have one memorable, engaging post a week, or a daily stream of posts that don’t spark much interest? I’ve seen agencies churn out posts that, at best, can be described as “generic coffee updates”. And sometimes, these posts seem crafted from the same mold, showing little variation in creativity or style.

For businesses thinking, “Well, we just need to be on social media. Quality? Not a major concern,” this might be an adequate approach. But remember, if you’re cutting corners on quality and opting for high-frequency, low-value content, it might be wiser to dial back on the volume too. Because if there’s one golden rule in marketing, it’s this: if you’re going to do something, do it right.

I’m not about low-effort social. I champion high-quality content.

And when we talk about high-quality content, it’s not just limited to the frequency. Ask an agency to show you a sample of their calendar, not from their most prestigious client, but a company similar in size or scope to yours. It will give you a glimpse into their operational depth.

Now, let’s delve into the core of content creation:

Photography & Videography: It’s more than just a snapshot, it’s about capturing the essence of your brand in every frame, weaving stories that resonate.
Graphic Design: Your posts need to stand out, not just exist. Exceptional design ensures your content doesn’t just blend into the digital backdrop. Though some might use stock images, it should never scream “stock”. Forget the cliché shots of people against sterile white backgrounds.
Copywriting: Your brand has a story, and it deserves to be told with finesse. Whether it’s a tweet, a caption, or an update, every word should echo your brand’s voice.

Remember, it’s not just about quantity. It’s the quality and strategic alignment of that content with your brand’s objectives that truly counts.

#2 – Strategy & Consulting: The Art Behind Every Post

The Importance of Purposeful Posting

Finding the right strategy is essential. It’s not just about posting for the sake of it; there needs to be rhyme, reason, or strategy behind what we’re boasting.

Tangible Outputs of Strategy

Evidence matters: Great strategic agencies can provide concrete examples or documents showcasing their approach.
The strategy output: It’s vital to see if an agency provides regular strategy deliverables, which are often a clear sign of their commitment to strategic processes.

Social Media Brand Guidelines

It’s common for companies to have brand guidelines, but social media requires a unique touch. Social media channels are so specific, with each platform having its unique way of presenting content.

Platform personalities: Your brand voice should remain consistent but also adapt to each platform’s distinct vibe.
Creating cohesiveness: A strong brand tone and visual identity on social media ensures all your posts feel authentic to your brand.

Platform Decisions

Choosing the right platforms is both an art and a science.

Consolidate efforts: It’s not about being on every platform but picking those that align with your brand’s ethos.
Ask: Engage with your agency. Which platforms do they specialize in, and which do they recommend for your specific brand?

Content Customization

You wouldn’t wear the same outfit to a board meeting and a beach party, right? Similarly, content should be tailored for each platform.

No repetition: Beware of agencies that merely replicate content across platforms.
Understanding platform vibes: LinkedIn might be business-casual, Instagram is more of a laid-back soirée, and Facebook feels like a community potluck.

Essential Strategy Components

Platform selection: Picking the right social channels for your brand’s voice.
Content calendar planning: Planning posts that resonate with your audience strategically.
Competitive analysis: Understanding the competition helps you stay ahead.

Strategic choices in the world of social media can make all the difference. It’s like picking the right ingredients for a perfect meal – each choice adds a unique flavor.

#3 – Community Management: Building Genuine Connections

Understanding the Ins and Outs of Engagement

Engagement isn’t just a buzzword; it’s the heartbeat of any social media strategy. However, it’s essential to understand what you’re signing up for when an agency offers engagement services.

What Really Counts

Type of engagement: Not all engagement methods are the same.
Duration and depth: How long and in-depth is their engagement process?
The people behind the screens: Who is genuinely interacting on your behalf?

Examples Are Golden

One of the best strategies to gauge an agency’s efficiency is by looking at past examples.

Ask them to share samples of their engagement efforts.
Understand their process and methodology.

Beware of Inauthentic Engagement

Outsourcing can sometimes lead to non-native speakers handling engagement, which might not align with your brand’s voice.
Generic, robotic engagement can dilute the authentic vibe of your brand on social platforms.

The Importance of Genuine Engagement

Social media algorithms prioritize content with high engagement. This boosts your visibility.
Active engagement drives the brand’s image and ensures users feel heard and valued.

Inbound vs. Outbound Engagement

Inbound engagement: How the agency handles incoming likes, comments, or DMs.
Outbound engagement: The agency’s proactive approach in reaching out or starting conversations.

Setting Boundaries and Expectations

A robust engagement process ensures your brand’s voice remains consistent.
Know what’s being said on your behalf and by whom.
Regardless of who handles engagement, responsiveness is key. You don’t want potential leads or queries to go unanswered.

Community management is more than just liking comments or sending a thank-you message. It’s about forging a genuine connection with every interaction, ensuring your brand’s voice is consistently and authentically represented.

#4 – Analytics & Reporting: Turning Data Into Strategy

Navigating Metrics

Understanding the numbers behind your social media performance is essential. It’s not just about counting likes but evaluating what those likes mean for your brand. It should involve a deep dive into the data to gauge your content’s reach, engagement, and overall impact.

Beyond the Surface: Insight Analysis

Social media is a dynamic platform, and every interaction has a story to tell. Insight Analysis helps unearth these tales.

Content resonance: Which posts did your audience love? Which ones missed the mark? And why?
User behavior: From the time users spend on your posts to the actions they take, understanding this can help shape future content strategies.

The Financial Angle: ROI Tracking

Social media isn’t just about building a brand presence; it’s also an investment. Ensuring you get value for every penny spent is crucial.

Cost vs. benefit: Are the resources poured into social media yielding tangible results?
Campaign efficacy: Which campaigns drove the best ROI? How can future campaigns be optimized based on past performance?

Analytics and reporting don’t just shed light on past performance. When interpreted correctly, they provide the roadmap for future strategies and campaigns.

#5 – Influencer Collaborations: Navigating the Digital Spotlight

Understanding the World of Influencers

Influencer marketing is not just about collaborating with popular faces, but also ensuring that these faces resonate with your brand values and can authentically communicate your message.

Executing an Influencer Campaign

Once the right influencers are identified, the real task begins: ensuring the collaboration creates magic on screen.

Campaign execution: The process of co-creating authentic stories with influencers. This involves ideation, content creation, scheduling, and more.
Measuring the impact – As with any marketing strategy, the efficacy of influencer campaigns needs to be measured to understand its true impact.
Performance analysis: How well did the influencer collaboration perform? This involves gauging reach, engagement, and conversions that can be attributed to the influencer.

Dealing With the Complexities of Influencer Management

Influencer management can often seem like taming the wild. There’s much more than meets the eye.

Tools & technologies: Does the agency have any specialized tools or software for influencer management? This can streamline the process considerably.
Influencer professionalism: With influencer marketing becoming mainstream, it’s common to find influencers represented by brokers, which can often drive up their prices.
Budget considerations: It’s essential to understand the breakdown of costs – the agency’s retainer, potential tool costs, and, crucially, the incentives for the influencers. Setting clear expectations about the budget is crucial to avoid surprises down the line.

Setting Realistic Expectations

Influencer marketing is powerful but also comes with its share of complexities. It’s essential to understand that while it can significantly boost your brand’s online presence, it’s not always the most cost-effective channel. Therefore, planning, budgeting, and setting the right expectations are crucial to maximize its benefits.

#6 – Boosting Management: Amplifying Your Reach 🚀

The Power of Boosting

Paid promotions or “boosting” can exponentially increase your content’s reach, making sure it gets seen by your desired audience, not just those who follow you. Knowing when and what to boost is crucial. It’s not about spending money on every post but strategically amplifying the ones that align with your marketing goals.

Setting the Right Budget

Just like any paid advertising, budgeting is a critical component of boosting.

Budget allocation: Determine how much to invest in each post or campaign. This decision often depends on the content’s potential impact and desired reach.
Cost management: Regularly review the expenses to ensure you’re getting the desired results without overspending.

Targeting the Right Audience

A boost’s power lies in its ability to reach a specific set of people who are more likely to be interested in your content.

Audience segmentation: Break down your audience into specific demographics, behaviors, or interests to ensure the right people see your content.
Retargeting: Re-engage with users who’ve previously interacted with your brand or website, making them more likely to convert.

Analyzing the Results

As with all marketing efforts, it’s crucial to understand if your boosts are delivering the desired results.

Performance metrics: Track key metrics such as reach, engagement, click-through rate, and conversion to assess the effectiveness of your boosts.
Adapt & iterate: Based on analytics, adjust your boosting strategy to ensure continuous improvement.

Working With the Right Tools

Having the right tools in place is essential to effectively manage and track boosts.

Boosting platforms: Understanding and working within platforms like Facebook Ad Manager or Instagram’s promotion tools can streamline the boosting process.
Analytics & insights: Use specialized tools to gather in-depth insights into the performance of your boosts, ensuring your spend is justified.

Remember, boosting management is about amplifying your best content to the right audience at the right time, ensuring maximum ROI on your ad spend.

Conclusion: Navigating the Social Media Landscape with Precision 🌐

In the ever-evolving world of social media, staying ahead requires a mix of strategy, engagement, analytics, and adaptability. From understanding the nuances of platform-specific content creation to diving deep into influencer collaborations and effectively amplifying your content’s reach through boosting, each component plays a pivotal role in your brand’s online success.

However, it’s not just about ticking off boxes. The heart of effective social media management lies in genuine, authentic engagement and communication. As businesses venture into this digital realm, partnering with the right agency – one that not only understands the tools of the trade but also aligns with your brand’s values and goals – becomes paramount.

As we’ve explored in-depth, different agencies offer varied specialties. The key is to find a balance: a mix of strategic planning, hands-on management, rigorous analytics, and, importantly, a touch of creativity. By ensuring your chosen partner ticks all these boxes and remains transparent in their processes, you set the stage for a robust and rewarding online presence.

Remember: consistency is king, authenticity is invaluable, and adaptability is your secret weapon. Equip yourself with the right knowledge, ask pertinent questions, and embark on a journey that transforms your brand’s digital narrative.