A Definition of Social Media Company
At first we need to consider a relevant definition of what are Social Media Companies. Nonetheless the landscape of digital media agencies is quite crowded in Singapore, most of them pretend to deliver Social Media Insights, strategy, campaign execution, application etc. The reality is more complex as Social Media actually encompasses existing digital activities in a company. (SEO, Search, app development).
Whether you want to hire in-house or to outsource a social media expertise, it will require the following skill sets :
1- Audit, strategy and understanding of the competitive landscape
Assuming your company has limited resources in digital strategy, you should hire a full time Social Media Company with dual skill set in research, insights, and tech savvy to understand the use of social media platform (Listening tools, search engine tools, etc) . Before any Social Media campaign execution, there is a thinking and ideation process to be involved and the Social Strategist is key in kick starting the research and positioning of your digital campaign.
2. The Social Media Manager
He is the key person in the team that drive the project and deliver client’s expectations. If your social media manager works in Solo, the tasks are tough for him or her as he/she will need the support of other resources. There are people who do absolutely everything themselves but we recommend the Social Media Manager to be aided by a minimal team composed of a Digital Designer, a PR or content manager and a Community manager. The whole team will be your social media crew !
3. Content is King
Hiring an editor or proofreader is compulsory to support the social media marketer. All the content created for the purpose of your campaign must be localised. It is common that the client is looking for a Regional campaign, hence be able to target audience in their native language, cultural context, environment.
4. The Time Required to Manage Social Media Varies
Your industry and what your constituents expect from social media will determine where and how often you publish. Usually you are invited to publish once per day minimum. A 5 posts of week frequency is an usual practise. In the retail business, posting during the week-end makes sense to drive consumers in-store and in particular in Asia. If you’re in financial services or a more big B2B Corporation, you will disseminate content on a weekly basis to create the awareness of a new product launch or any upcoming PR events.
5. Eventually you Manage your KPIs through Analytics
The agency will help to define, build and track your dashboard and deliver timely reports for your management. Of course, you may decide to internalise this job and ensure your team are capable to edit the metrics, tune up the dashboard by themselves. Currently any SaaS solutions of the market, this is pretty easy for any administrator or account executive to deliver Social Media Reports, no phD is required. However this task can be time consuming and the analysis always require in depth understanding of the social data and insights. Only a Social Media Agency will enable the translation of actionable insights for the company.