Written by Rivka Hodgkinson

April 26, 2016 at 11:14 am

What Your Agency Should Do Before “Going Social”

Are you thinking about adding social media to your list of services that your agency provides?


But you can’t just add “social media services” to your website and expect to be ready.

While your agency already has a huge head start since you understand basic marketing psychology and traditional tactics, there are a few things you need to do first.

Show, Don’t Tell

If you want clients to trust you with their social media, make sure that your own accounts are in tip-top shape. Give yourself a total social media audit and ask yourself if your online presence speaks to your capabilities.

  • Do your social profile settings, bios, and images invite readers to learn more?
  • Are you posting regularly with relevant and engaging content?
  • Do you have a reasonably large social media following and is it consistently growing?
  • Do you have the right kinds of connections and interactions on social?

If any of these areas are weak, get to work solving those things first.

Determine What Social Media Services to Offer

It is not enough to simply say that you “offer social media services.”

What does that look like in your business? Make a clear connection between the services you already offer and your new social media additions. There are three main areas that you can develop:

  • Strategy and positioning
  • Training and coaching
  • Management and “done for you” solutions

Understand clearly what is involved in each one and where your strengths lie as an organization. Don’t feel the need to do it all: only do what you can do well. You can always grow and expand later.

Integrate Social Into Your Team

Now that you have the “what” you have to figure out the “who.” Take some time to dig into the answers to the following questions:

  • Will your new social media services be handled by your existing team or do you need to hire someone new?
  • Who has skills that are best suited to social media?
  • How will team members coordinate and communicate the needs of your social media clients (for example integration between your graphic design department and social media)

Invest In Training

You have the “what” and the “who” of your social media services – make sure you know “how” too!

Do your existing team members have all the information they need to do the social part of their job well? For example, does your graphic designer understand the optimal sizes for social media graphics?

There is a reason that social media is a separate field from traditional media. While a lot of the same rules still apply, there are differences too. Mastering the art of social media means that you will be able to exceed your client’s expectations and make this a successful part of your business.

Start by investing some time and following some of the major blogs such as Social Media Examiner, or enroll in a recognized program like Andrea Vahl and Phyllis Kare’s Social Media Manager School. Pay for your staff to attend one or more of the top social media conferences (Social Media Marketing World is fantastic). If needed, hire a consultant to come and train your specific employees.

Choose Your Tools

When you are only managing a couple of social media accounts, you can get away with doing things the long way. But when you start managing social media for your clients, a few minutes here and there start adding up to hours. Now is the time to purchase social media agency tools that will allow you to maximize your time in posting, monitoring, planning content, interacting, and reporting on results.

This is exactly why Agorapulse was created – so that agencies can have one dashboard where all their major work happens to make the process take less time and communication happen seamlessly.

social media services

Create a Social Media Policy

All you need to do is search for “social media fails” in Google and you will understand the importance of a good social media policy. With potentially multiple people with access to the same client accounts, you want to make sure that everything you do stays on brand and on message. Have an internal social media policy for your own social media, as well as making sure you understand the individual policy of each new client as well.

Sell to Your Current Clients

Congratulations! You have done the hard work of getting ready to rock at social media in addition to everything else your agency does.

Before seeking out new clients for your new social media services, reach out to your current ones and let them know about your new service offerings. You might even want to create an official announcement to mail or email to them. Depending on the size of your agency, you may even want to call each client on the phone and offer to give them a free peek into how your new services can help their business grow even more.

What part of the process are you at in making social media services a part of your business? What is the next step? Share in the comments!

teams and agencies

Rivka Hodgkinson

Rivka has been managing and teaching social media for over 10 years, working with clients in a wide variety of industries. Her specialty is in creating content that connects and starting real relationships in the online world. She has been a speaker on the topic of social media all over the United States and worked with clients around the globe. She has been featured on numerous podcasts and published in The Better Business Book. When she is not writing, creating, and speaking, you can usually find her doing one of her two favorite hobbies - reading and baking.

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