E. Outsourcing the “routine” to an agency
Demand creates supply, and when many companies faced the question of regularly filling their pages and communities with content, the idea of outsourcing such work to an agency looked like a good alternative. It would seem that everything should be in order - the involved company signed for KPIs and regularly sent reports, but then problems began to arise.
Very often I am asked to audit the work of the agency, because the following bad “symptoms” appear:< br>
1. No control over publications
Agency employees just publish something and report on activity. Why and for what purpose this or that post was issued is not clear. At the same time, the account manager assures that everything is going according to plan: wait for the report and see for yourself. And then…
2. Nothing in the reports can be disassembled
Documents sent by the agency consist of complex terms, the essence of which is not clear. Behind the barricades of various abbreviations, there is little to make out.
3. The contract with the agency was signed on onerous terms
Compiled according to the New York system, the document is a multi-volume collection of works with many references, explanations and comments. It’s not always possible to immediately understand what exactly you are signing. When you look the director in the eyes and ask how it was even possible to sign such a thing, he shrugs his shoulders and replies that, they say, acquaintances worked with them - they said it was a normal agency.
I'm not talking about the fact that all such companies behave this way. No, there are many good agencies. But my opinion remains the same: if possible, it is better to deal with social networks on your own. After all, this is a continuous process and far-reaching prospects open up. This means that in order to constantly keep abreast, it is easier to have a person in the staff who would be responsible for everything.
Part II
Choosing a strategy
The time has come talk about strategy. Now there is a trend of "compression" of time. That is, there are so many events happening and the situation changes so often that it makes no sense to look far ahead. You can safely forget about the "five-year plans". Many companies are already abandoning even annual plans in favor of six-month and even quarterly plans. What is the planning horizon in your company? When answering this question, you need to remember that social networks are just one of the links in the chain called digital marketing. Therefore, they cannot be considered separately from the overall strategy. But at the same time, SMM can and should have its own internal strategy. In this section, we look at the most effective presence models. You can choose any of them, and also, if desired, combine options to get your own, more “narrow-profile” position.
The description of each of the four strategies indicates for what purposes it is suitable. Therefore, at the very beginning, determine what exactly you want to achieve with SMM. It was not in vain that I asked you a little earlier about the planning horizon - the narrower it is, the less ambitious tasks you can set. Tip for starters - take your time, go from simple to complex. In this regard, I recommend paying attention first of all to the basic strategies - they are the easiest to implement. On the other hand, if you later decide to upgrade to more advanced social media technology, you can always "upgrade" the current model.
6. Brand news
First and main. Most companies start out in social media with this model. By the term "brand news" I mean any information that concerns the company. In many cases this is indeed necessary. And we are talking not only about profitable offers, promotions and discounts. Even the work schedule needs to be published periodically. For example, from what date does the cinema open in the new year? In theory, since January 1. And if the cinema is located in a shopping center and is tied to its schedule? In general, you can simply publish a post with relevant information, and everything will become clear to everyone. The beginner's mistake here is a situation in which nothing is fundamentally published on social networks that would not be directly related to the brand. A special case of such work is the broadcasting of exclusively direct advertising. Such content will not be in demand due to its boringness. People don’t want to constantly get annoying ads in their feed. We need to come up with something more interesting. What exactly?
A. Promotions organized by the brand
Everything is simple here. If you are launching a promotion, you need to inform your subscribers about it. If a person has agreed to receive information from you, it may well be that he is waiting for just such content. When you publish an offer, do it according to the rules of copywriting. For example, explain the benefits. This is an important point that some marketers for some reason continue to ignore. You can’t do this: if you give a discount, explain what it is connected with. I will give an example to make it clearer. One summer, I ended up in Barcelona, it was the last days of August. I went to tor
