Facebook, Marketing, Public Relations, Social Media

Social Media Strategy: Keep It Custom

The other day I found a Social Media agency bio that claimed being able to increase a fan base from 1k to 100k in the space of a few months which naturally made me throw up, but then I realised just how many agencies get big bucks based on bold (but not impossible) claims like this. I ranted on Twitter for a little while and reached the conclusion that South African brands and businesses need to be educated on what Social Media is, what it can do and what they should consider a success so that people aren’t being conned out of their money anymore.

Most brands and businesses in SA are still largely traditional, and are thus taken for a good old ride by agencies who will present them with a standard Social Media offering awash with buzzwords and bullshit statistics. More often than not, these agencies will convince client that Social Media is all about reach (maybe a little footsie talk about engagement too) and ultimately, they’ll get a nice fat sum to work with.

But that’s not how any of this works in my opinion.

Sit down with you client, acquaint yourself with their business, what their inspiration is, their goals and exactly what they expect to get out of Social Media. And then customise your strategy, target according to their desired audience, work your ass off so that their ROI is meaningful, so that their brand is positively affected by your work.

Establish whether they are local, regional or national, who they want to reach and where, then apply your knowledge of the industry, of influencers and the tone the business needs to take on. Social Media is so far past the point of every brand being witty and clever and sarcastic, it’s a way to reach consumers and fans on a human level beyond the theatrics we’ve become so used to.

Keep in mind that the nature of content differs from brand to brand and then requires optimisation from platform to platform, don’t be a doos and put a hardware business on tumblr, not unless it’s owned by top-knotted beardos who listen to Vance Joy.

Are they an international publication? Let them get reach, engagement and a kick ass CTR.

Are they a family run bakery? Help them engage with their customers, promote their yummies and reach new fans who are able (read: in the area) to visit.

Ain’t nothing standard about Social people, if it isn’t custom, it isn’t working.

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Facebook, Marketing, Public Relations, Social Media, Twitter

Pop-Up Social Media Agencies (Bleh)

So you’re a go-getter? Cool.

And you’ve tweeted for a number of labels? Nice.

Does that make you an agency all by your lonesome?

Funkmercedes

Now before anyone attempts to accuse me of being bitter, let me explain why pretending to be an agency when it’s really just you and your buddy working from home is bad.

1. You’ve reeled your clients in by pretending to have the resources of a credible agency, but when your client expects a brilliant campaign from you, you’ll end up sounding like a swindler.

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2. Social Media Marketing is about a lot more than pushing out brand appropriate tweets and posts, and when a (smart-ish) client requests Analytic Reports from you, they don’t want an Edgerank Image and raw insights from Facebook either. Merely graphing a bunch of shit up doesn’t count as good Analytic Skills. Social Media Marketing is about analyzing trends, layering your stats to draw correlations between content, timing, date importance, tone and context (to be brief), and then, to be able to show your findings to your client in a way that’s easy for them to understand.

Does the other half of your supposed agency know this? Do your clients know that they’re paying between R4-7k a month (if not more) so you can tweet as you please with no direction or attention to what works and what doesn’t?

If it’s just you and a friend landing clients, kudos, but then call yourselves a team of freelancers, don’t dupe your clients, because when you fuck up on a campaign that’s important to them, your name will be so tainted in the industry that you won’t land another client or job again.

Want to know what a brilliant little agency looks like? Look no further than these pint-sized PR genii.

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Small Girls PR

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