Agencies can Help

Posted by dr.pixel on November 11, 2009 in Dr.Pixel, Social Media tagged with ,

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Should agencies be involved in social media communications, or whether the only way to maintain an “authentic voice” is for companies to undertake it all themselves.

Here are different activities an agency can undertake – legitimately and effectively – to help companies engage in social media.

1. Baseline Audit and Audience Research

One of the first steps in any communication initiative should be an online audit to both understand the current environment and to set a baseline for measuring results of future activities. Alongside an the audit, learning to understand your target audiences is fundamental.

2. Corporate policies

Whether your company is engaged in social media or not, it is important to set boundaries around social media. If you are engaging in proactive outreach online, it becomes a somewhat more involved process covering more areas (for a quick start, check out this ebook on corporate social media policies)

3. Workflow processes

What happens when you spot an issue? When someone asks a question? When someone discusses your company with other people? When someone criticizes you? Who is involved in the response? What will you (and won’t you) respond to?

These are the kinds of questions you need to consider before the occasion arises, and which experienced agencies have encountered often enough to help you answer.

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4. Social media training

While it doesn’t take much expertise to send a tweet, the norms of communicating in social media channels can require education and explanation. Social media can require a bit of a departure from the way companies have traditionally communicated. It doesn’t mean anarchy, but traditional “messaging” approaches don’t fly so well in these informal channels. Agencies can help to transfer the necessary knowledge around this to clients new to the social media realm.

5. Social media scoping

You don’t need to be everywhere online. Twitter and Facebook might not be the right places – perhaps your audience is primarily hangs out on forums or message boards. An agency can help to scope-out the right places for your company to establish a presence online.

6. Campaign extension

Unfortunately, Online Communication is still often at a point where it is called-in last minute to support other initiatives, whether it’s announcing something that’s already decided or supporting a marketing/advertising program. At those points, it can be difficult to come up with anything effective that benefits the organization. Agencies aren’t a silver bullet, but again they can contribute ideas.


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