Why social media agencies can’t help you

Why social media agencies can’t help you

Every brand needs to find a way to enter the social media space. Planning and listening is extremely important before jumping in both feet. Understanding the tools is critical although having a clear strategy comes first.

An agency can help guide you in the process and bring you up to speed on the technology. Yet, every organization needs to make a commitment to their social media presence. Unless you create your relationships, craft your relevant message and respond timely to critical questions online, people are not going to trust you. I wrote a post on the Sm@rt blog about relevance of message and the value of relationships. You can check it out the Sm@rt social media for business website. An agency can help you establish your plan, explain the tools and how to use them, set up your platform correctly and guide you through the process. An agency cannot and should not act on your behalf as the voice of your company. You will lose the trust of your customers very fast. Today, trust between customers and your brand is worth more than gold.

You can lead a horse to water but you can’t make him drink it. Dedicate the resources and commit to spending the time online in-house. Otherwise, you won’t have a dialogue with your customers but a monologue, you won’t have a social media presence but a marketing campaign.  The choice is yours.

I’m sure there are great agencies out there right now crafting super creative, viral and trustworthy campaigns. I think that’s great. But you also need to dedicate the time to build real relationships, talk to your customers and respond to their inquires. Let’s stop talking campaigns and start talking relationships. It’s the future of real honest marketing.

Your turn? Have you seen a well executed social media strategy by an agency? Which one?

Photo credit: Flickr. Damien Basile. A Creative Commons license.

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About Milena Regos

Marketer, Consultant and Creator of the Simple Marketing Blueprint online marketing course for busy professionals.

Comments 6

  1. Bret Simmons

      |   reply

    Milena, this is such an important message. I hope folks getting started will find it, read it, and take it to heart. You just can’t outsource authentic personal involvement. Keep up the great work! Bret

    • Milena Regos

        |   reply

      Thank you Bret! Authenticity and trust can only be accomplished if the company itself gets involved. Otherwise, it’s just another PR campaign.

  2. Dennis Holck

      |   reply

    I think you hit on a really relevant point that I work to reinforce with some of my business colleagues and clients who ask me for tips on their social media presence.

    The instinct that each and every one of them has is to create a “set it and forget it” campaign, shouting sales pitches at the world. Not only does that not particularly help your brand, I believe it hurts it greatly.

    Better to connect with a few hundred interested, engaged potential clients who know, like, and trust your brand (and tell their friends and the world via their interaction with you) than to be the spam-bot with 20,000 other spam-bots following you.

  3. Jay McCormack

      |   reply

    Milena, this is a great message. Who do you think is the best person to actually take on this role in an organisation just getting started?

    • Milena Regos

        |   reply

      Hi Jay,
      Thank you for your comment. In most companies, the person to lead the effort will naturally fall in the marketing/ PR department. Social is so much more – it includes HR, Customer care, IT, Legal. I would suggest finding the person with the most passion for it – the one who loves to talk to people and understands the importance of the role. Look in the most unusual places too – your front line employees may make great ambassadors if you are willing to give them the power. I would advice you to come up with a social media policy before letting everyone in your organization act on your behalf. Have fun!

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