This article has been provided by Bliss exclusively for Manchester Digital.
The agency wants an Instagram Stories campaign, but the client is in favour of a new Twitter strategy - so, shall we just meet in the middle and agree on a huge Facebook push? We hope you’re not nodding along because that’s not how to balance successful social media campaigns between agencies and clients.
Whether you’re after a Snapchat streak or a viral Facebook video, it’s vital to find the right balance on both sides of the client and agency spectrum to ensure whichever social media campaign you decide can work to its full potential.
When it comes to social media, opinions can differ greatly, which is a given considering social media has swayed towards personalisation and interactivity, as opposed to just a like or retweet. Whether you’re on the agency or client side, here are some steps to help achieve social media harmony - no hiding posts this time!
Can you feel the chemistry?
Now, we’re not talking physical chemistry, but with the way Instagram is going, who knows anymore - like for like?
Having a positive rapport between the staff on both sides of the client and agency, will help immensely in finding the perfect balance. By achieving a harmonious relationship and acquiring a mutual understanding of both party’s views and ideas, will give creatives the opportunity and support to create something Zuckerberg would be proud of.
There's no easy ride when it comes to social media or technology, just ask the residents of Silicon Valley. There’s bound to be setbacks and even a few ego clashes, but by having established good working chemistry will help to overcome any setbacks and get your social media campaign back on track.
All in this together.
Collaboration should be a constant hashtag trend when working with either an agency or client. Both sides have different sets of skills, which will benefit the end campaign. It’s vital that clients know that the agency creatives will try their hardest to understand everything about the brand. However, ultimately the agency won’t know the business inside-out the way the client does, and that’s okay, because when working together the client will be able to fill in any missing gaps.
So, what should you collab on? In an emoji nutshell...everything! Working together is better than working separately. It’s essential that the social media tone of voice is generated together, so that no matter which party is posting on social channels, the brand personality remains the same and continuous on all platforms. This goes the same for the overall social media creative strategy, which if you need to know more about you can learn about becoming a master strategist here.
It’s not all about the creative side (even though creatives like to think so), collaboration needs to occur in all senses when looking for true balance between agency life and the client side.
Discussing budgets, time frames, and boundaries together will ensure everyone is on the same Facebook page and result in a successful social strategy that everyone is happy with.
Let’s talk about Tweets, baby.
Well, not just about Tweets, let’s talk about all things social. The key to unlocking balance between agency and client is communication.
Don’t worry about coming across like an annoying Facebook poke because communication is one of - if not the - most important factor when working with agencies and clients.
To see those Facebook shares and Instagram likes soar, make sure your communication with one another is regular, open, and honest about everything. Setting up weekly or two-weekly calls with one another to stay on top of things will work wonders.
It also wouldn’t be a draft Tweet of an idea to create a WhatsApp group (we are talking social media here after all) to keep updated. The WhatsApp group doesn’t have to constantly blow up your phone, it can be used for any breaking client news or trends, and an easy and on-the-go way to send visual assets to each team.
linking back to the chemistry side of the balance, when communicating with one another, honesty is essential. Now, we don’t mean to sound like a social media relationship agony aunt, but clarity and transparency is what sets the difference between a successful campaign to a mediocre one. If you’re unsure of something, ask. If you don’t like something, say.
Get more personal than LinkedIn
Three’s a crowd, right? Maintain social media balance by assigning clear and specific set roles to individuals. With everyone knowing what their jobs are, the Snapchat road to successful social media campaigns will be replayed in no time.
It’s also important to keep members on both teams aware of any changes in personnel within both companies. Have you just hired a new account manager? Get them introduced straight away to make sure the communication and positive ethos remains the same.
Time to go live
So, before you click live stream remember the four C’s...
- Chemistry
- Collaboration
- Communication
- Connection
Don’t forget that the social media landscape is ever-changing, so keeping both parties up-to-date is important in maintaining balance and success. Whether you’re prioritising Facebook or Pinterest, be sure that your first priority is the overall team dynamic and energy towards your end campaign.
