Today’s agency landscape is as varied as the brands and client engagements it represents.
From advertising and PR to dedicated content production or community management teams, agencies of all types are brought on to handle a multitude of responsibilities within a client’s social media program.
Whether you’re a social media agency providing full service social solutions or stepping in for a specific social campaign or project, today’s top agencies understand how to deliver results on social. And within a single social agency, each client engagement can call for a distinct setup.
This product guide demonstrates how an agency team of any size and structure can provide impressive digital marketing offerings to help clients scale their businesses.
Figuring out methods for better collaboration is an agency pastime. But juggling multiple clients, multiple social accounts and multiple tools tends to make true collaboration tricky to navigate.
No matter the size or structure of your organization, implementing some of these workflows can help you and your agency proactively approach collaboration across multiple channels and touchpoints and will keep you from scrambling to catch up with clients.
1. Get the Clients to Jump in on Exciting Messages & Trends
Many agencies are used to being the “doers”—doing the publishing, the community management, the reporting—but as an agency scales and brings in new business, being the doer for every client isn’t always an option. There are only so many days in the week.
To keep the communication strong and maintain a heavy hand in a client’s strategy and engagement, lean on your clients to jump into some of the more exciting conversations that are going on. The clients will love to see the happy customers they have, and you’ll love not having to answer every single message that requires attention.
For example, if you notice someone is frequently using a client’s branded hashtag, you can nudge the client with a message like, “Hey, here’s a good opportunity to interact.”
It’s an easy step that lets your clients know you’re right there with them, monitoring their brand’s accounts, seeking out opportunities and providing them with actionable expertise, even in times that you’re unable to be the doer.
2. Take Full Advantage of a Shared Asset Library
A shared asset library is a library of client-approved content that you can easily repurpose and publish without having to go jump through the hoops that some clients require when posting on their accounts. You can do this with anything from Dropbox, to Google Drive or a social tool with an asset library like Sprout.
The benefit with a social tool is that you can:
- Sort by media type
- Sort by tags
- Sort by authors
- Give different levels of access to different individuals
An asset library really simplifies collaborative publishing. In line with the promise of a collaborative workflow for client and agency, an asset library lets you customize the experience of asset management.
Sometimes a client just needs to see what they need to see. So to avoid overwhelming them in the library, make sure to sort different assets within a unique hierarchy, whether that be with folders or permissions.
A joint asset library makes social media publishing seamless, and will inevitably save you tons of time on social media.
3. Align on Customer Communication With Tasking
You’re managing social inboxes for a client, diligently going through each message and come across one from a disgruntled customer. Whether that message needs a carefully-crafted response or needs to be escalated immediately, you need to establish a workflow with your clients for when these situations arise.
Create a process wherein you can submit problematic social messages to the client as a task to align on healthy, on-brand responses easily.
It’s not lazy to send things to your client, in fact, it automates and streamlines the sometimes tumultuous and lengthy process of manual damage control. Just make sure the client is set up to handle that message and include your suggestions for a response. Anything as easy as an email with your note can suffice.
Without fully handing over the wheel, you can ensure you and your client are making decisions together as a team.
4. Stay Ahead of Client Asks & Showcase Value With Scheduled Reports
Clients seek different things when it comes to reporting. Whether they’d like to know how their audience size is growing, how quickly their service teams are responding to requests or something else, there’s no limit to the amount of data you can pull from social media.
Carve out time within your week to create or update these reports for your clients and send them over before they even have to ask. There are also social media reporting tools which will automatically send presentation-ready reports to your clients on a set time and day.
It’s normal to automate processes during particularly hectic times for your agency, but to still have control in an automated process with customization is a real win/win.
The success of working with clients doesn’t come down to who takes the lead. It’s about building the brand together, consistently and collaboratively. Using analytics to make a few tweaks here and there within clients’ profiles platform to adjust to not only your agency’s needs, but your clients’ needs too, is a big step toward just that.
Team tools and workflow management features like Tasks, custom tagging, message approval and live activity updates simplify collaboration.