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social media boutique agency

Why the Social Media Boutique Agency

by Jim Hughes on February 16, 2012

Many companies use traditional advertising/digital agencies or PR firms to handle their initial social media efforts. While others allow social media to be handled in-house, often times by under-funded or under-qualified staffs. These decisions are usually made due to a lack of social media budget and commitment or not having an understanding of what a sustainable social media plan can have on their business.

Learning on the Fly

In the case of the traditional agencies and PR firms, many tend to be learning social on the fly while positioning themselves as having ‘expertise’. Like digital 10-15 years ago, social media is a trendy play for these companies and an opportunity to increase fees with their clients. Few have committed the resources to get beyond the basics or do it well.

Unique Expertise 

As more senior level management teams learn the importance of social media and its role in their companies’ marketing and communications strategies, the value and unique expertise of a dedicated social media agency of record is becoming apparent.

Full-Time Practitioners

Social media boutique agencies are full-time practitioners committed to understanding social media technologies, establishing social networking best practices and building long term customer communications for their clients. The best of these firms succeed in generating strategic, creative, and sustainable social media plans that are aligned with the business initiatives of their clients while being fluid enough to adapt to an ever-evolving communication space.

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Social Media Misconception

by Jim Hughes on May 31, 2011

One social media misconception many companies have is that believing if you simply build it, they will come. Just because you brand a Facebook page, blog, YouTube channel, or Twitter profile does not mean that you are using social media.

EmptyStadium

To have a worthwhile social networking presence, you need to create a constant dialogue, whether it’s sharing information, exchanging ideas or creating engaging content. This is what builds social communities and interest in your business.

Approach

Companies must define their approach to social media by establishing a strategic and sustainable plan that creates two-way communication and engagement. To begin, the following questions must be addressed:

plan first

1) What are the social networking goals for the enterprise?

2) What are the social media guidelines and policies for the organization?

3) Who will manage and be accountable for the companies’ social voice?

4) What is the plan to sustain and grow our social media presence?

5) How do we ensure that our company’s image, management style and culture are properly represented?

6) Who is responsible for monitoring our social media communities and what procedures do we put in place for timely and proper response.

Along with these initial steps, the enterprise must also define stakeholders and assign accountability for its social networking efforts. Establishing a social media manager with credentials and decision-making abilities is a good idea. After all, the person managing this position represents the company’s customer service, sales, and management teams.

Many companies turn to third parties to consult and lead these efforts. A good social media firm will suggest best practices, develop a sustainable plan, manage initiatives and monitor social conversations. However, it’s most important that the company itself be involved and dedicated to the process.

Communication   communicate

Social media is a valuable and unique two-way communication vehicle. It establishes a companies’ online image and can highlight its product and service offerings in a non-intrusive manner – while at the same time providing insights to the personality and culture of the enterprise. Most importantly, social networking is about relationship building… gaining loyalty and trust with your customers. This can be done through communication, response, and candor – some personality helps as well.

Social media is a powerful tool and companies should not overlook its importance. Taking time to understand these communication platforms, create a strategy and develop a sustainable approach can be a difference maker for your enterprise.

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