We Singaporeans sure love our social media. Unfortunately, the same can’t be said about many of our companies.
According to reports by We are Social, Singaporeans spend an average of about 6 hours and 40 minutes a day online. Much of it was spent on social media, with social networks like YouTube, Facebook, Whatsapp, Instagram, and others dominating our devices.
This can be seen in the charts below from Statista:
Courtesy of Statista
Riding on the growth in the popularity of social media, numerous brands have started their own Facebook pages, Instagram accounts and YouTube channels. Major brands like McDonald’s, Singtel, DBS Bank, and Singapore Airlines have dedicated social media teams managing and monitoring their accounts – virtually 24/7.
While these leading brands have used social media as an effective channel to grow their brand awareness, engage customers, and improve conversions, the majority of companies are still lagging behind.
Often, these companies are hamstrung by their lack of knowledge and experience in social media marketing – be they large organisations, SMEs, or startups.
This is where outsourcing comes in. By working with a social media marketing agency, you can benefit from their experience, ride on their expertise, and save yourself from making silly mistakes.
However, how do you choose the right social media agency to work with?
The first step you need to consider is this: How experienced is your agency on social media? Here are a couple of points to note:
Experience on social media is great. However, should you hire a veteran blogger or YouTuber to handle your social media accounts?
From my experience, I found that talented bloggers or Instagrammers may not be the best persons to produce content for a brand. While their particular styles may attract legions of fans, they may not suit the needs of your organisation.
Ask yourself the following questions:
Beyond looking at content quality and fit, you’ll need to also consider the numbers. Yes, social media marketing isn’t just about creating the most viral video you can pay for – its also about generating results.
Check if your social media agency can and will do the following:
Social media marketing does not exist in a vacuum. A good agency should be able to help you to achieve your marketing goals and objectives beyond growing your Facebook fan base, or improving engagement on each post.
Consider if your agency can do the following:
Trust and reputation are important qualities for a social media agency to have. You do want to make sure that your agency has the right ethics and practices positive codes of conduct.
Here are some things to consider:
When you choose an agency to partner with, you need to be sure that they are focused on delivering results. Here are some tell-tale signs that you have picked the right social media agency:
Last but certainly not least, you need to work with an agency that you can click with.
Now chemistry is something which is quite intangible and difficult to define. However, there are a few ways to see if a social media agency is a good fit for your business:
Finding and hiring the right agency is hard work. While the above checklist of factors could help you to reduce uncertainty, they are not meant to be comprehensive.
Perhaps the most important thing in any successful client-agency relationship is this:
“Seek ye first to understand, and then to be understood.” – Stephen Covey
There are no perfect agencies out there. While some agencies may have a whole string of advertising awards and blue-chip clients, they would cost you an arm and a leg to hire. Other agencies may have exciting and innovative ideas, but they lack the ability to produce quality work.
Instead of trying to find the perfect agency, you should try ways and means to be a good client. To do so, you should try to learn what you can about how social media works, which areas you could do inhouse, and where an agency’s expertise would fit in.
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