What Skills To Look Out For In Your Social Media Agency

Vaishali Bhardwaj, BC Web Wise

Vaishali Bhardwaj

Making the decision to hire an outside agency to work on building your brand on social media is an important move. Social media is such an important part of your brand that you would be doing yourself a disservice if you did not go the whole length to decide on your social media partner agency. Many of the larger agencies offer social media as an upsell, rather than a core competency. You want to understand if it is a key offering, or a footnote to tack on additional revenue. Check out the below points below before you decide on your agency:

Its About Passion Backed By Knowledge

Seek out agencies that are glued to every changing moment in the field and devoted to their clients. The agency must be buzzing with employees who are passionate not just about social media, but also the larger online context it sits within. They should be keen on discovering new ways of connecting with the online audience on the different social media platforms.

Always On – 24×7

For all we know, social media is the fastest evolving medium of advertising. Look out for an agency which is dedicated enough to handle any scenario from positive developments like promotional videos going viral to negative consequences in crisis situations. There is no greater peace of mind for a brand manager than to be able to employ an agency to which they can just pick up the phone in a time of need and know that the matter will be swiftly dealt with, no matter the time of day.

Social media is about making connections and building relationships

At the core of social media is not about selling things. Sure, that can be a result; but only if you value and master the art of building relationships. Look for an agency which is focused on connecting to customers online and in ways that bring them closer and make them brand champions. A good social media agency understands the importance of building relationships with fans and followers and that it is not just about making posts.

Social media has a gestation period

Yes, it does. Look for a social media agency that doesn’t over-promise. Social media traction takes time. There is no quick fix. Always seek an agency that believes in building genuine connections and doesn’t use short cuts to get there. The truth is, if an agency tells you they can get you thousands of organic fans/followers in a short amount of time, you might want to end the conversation right there.

Social media isn’t one size fits all

You just can’t take a one-size-fits-all approach for social media strategy. If an agency comes into an initial meeting with a plan all laid out for you, they don’t know what they are doing. A good agency will ask questions about the company, customers and social resources in addition to what goals and social success the brand is looking out to achieve. If your potential agency isn’t asking questions like these, they can’t possibly create a strong social media strategy for you.

Overall, making the decision to hire an outside agency to handle a social media campaign can be a lengthy process. Ideally, the relationship should be beneficial in the long run, which means it may help to keep the elements outlined above in consideration.

How To Trend On Twitter – A Case Study On Fevikwik Friendship Day Campaign

The Trendsetter – #ThatOneFriend

With Friendship Day round the corner, we decided to do a Twitter campaign for our client, Fevikwik – India’s leading adhesive brand that bonds instantly! The idea was to celebrate bonding with friends and create buzz for Fevikwik on Friendship Day through a contest. We aimed to get @Fevikwik_tweets or the hashtag (#ThatOneFriend) trending.

The campaign:

We invited tweeps to share something cool, meaningful, quirky and fun about #ThatOneFriend – a commonly used cyber phrase. Everybody has #ThatOneFriend friend they can borrow from and not bother to repay, or one who knows too much, or one they always call when they’re sad – tweeps had to name or tag that friend in their tweets to win a prize for themselves and the friend. These tweets were targeted to @Fevikwik_tweets.

We started talking about the contest on Facebook & Twitter 2 days before the contest. This helped create a buzz on the social platforms. Our fans and followers were already aware of the upcoming contest which increased the curiosity among them.

Fevikwik Twitter Campaign

Twitter Campaign Launch Tweets

The contest was announced on Friendship Day at around 10 a.m.

Fevikwik Twitter Campaign Response

Twitter Feed Responses

Tweeps responded with some witty, cool and meaningful tweets.  They tagged their friends to show their love on Friendship day. Many used #ThatOneFriend to hilarious effect. @Fevikwik_tweets engaged in active conversations with these tweeters to popularize the hashtag. Soon enough the Twitterverse was abuzz with mentions of #ThatOneFriend who was their support in times of need, who was their movie partner, who they could call up even at random hours, who was always broke, who never showed up on time and likewise.

With such a huge response it was not long before #ThatOneFriend was trending in Delhi followed by Mumbai. As more and more people picked up on the hashtag, an India trend was not far in sight.

Fevikwik Twitter Campaign Trends

Fevikwik Twitter Campaign Starts Trending

Even hours after the contest was closed, #ThatOneFriend was trending. It was not about the contest and the gratification anymore! The sheer joy of being able to thank their friends for their love and togetherness over the years made this hashtag popular with the tweeple.

Also, with over 500 mentions for @Fevikwik_tweets and an increase of about 50 followers, the brand garnered greater visibility and is now able to reach out to a larger number of people on Twitter!

Key Learning:

Being topical and actively engaging in conversations with tweeps led to an increase in our visibility over the twitterverse. It helps to talk to people rather than just giving them a topic to talk about.

 

Online Consumer Behaviour – Content Planning for Different Digital Touch Points

Consumers behave differently at different digital touch points. The reason why they visit a brand website, and why they follow a brand on twitter can be very different. Planning content by clearly understanding the visitor’s mindset at different digital touch points can help to establish a meaningful connect with them and fostering a long term relationship. Here’s a quick guide to the Internet user’s digital media psyche:

Online Consumer Behaviour

Users on different digital touch points consume content in each for different reasons

The Website Visitor
Is proactively seeking info in your brand domain

  • This visitor has landed on the website primarily when searching for content or seeing a relevant recommendation or post that links to your website, or has come to the website knowing the url (may be a repeat visitor).
  • Is seeking immediate answers if the visitor has come from a search engine, or is curious to know more about you if the visit is not via a search engine. Repeat visitors come for a specific purpose of information seeking or engagement (such as dabbling with an online app or engaging in a forum).
  • Can engage further in the website if her query is addressed and there is relevant and/or engaging content.
Facebook Logo

Users on Facebook Chance Upon Updates

The Facebook Visitor
It Is The Brand That Is proactively reaching out to this user

  • The consumers here are hanging out to check latest updates from friends, family and acquaintances.
  • Chances upon brand updates, comments and likes if relevant, shares when compelling. Sharing happens when the content is Fun/ Informative / Relevant to immediate circle
  • Clicks to know more, visits the URL when relevancy or engagement is meaningful and there is a ‘need’ for such further engagement
Blog Sites

Blog Readers Want Expert Opinion

The Blog Reader
Is proactively seeking an informed opinion of another consumer or expert

  • Reads up a post when she is searching for information, and/or has subscribed to a favorite blogger’s feeds
  • Prefers a second opinion and usually would scan 2-3 blogs before deciding whose opinion is best suited.
  • Would usually scan blog comments before deciding / making the final choice.
  • Is usually someone to whom word-of-mouth or recommendations counts the most.
Forums

Forum Users Seek Peer Opinion

The Forum Subscriber
This user wants mass opinion, what peers have to say.

  • Usually visits a forum via search, may frequent thereafter
  • Possibly wants to ask a question, get opinions.
  • Reads discussions by others
  • May get answers or make an opinion/choice even without posting a query
Twitter

Twitter Users Follow For Updates

The Twitter Follower
Is proactively following to be updated in the subject

  • Twitter has many inactive, and equal number of hyper active tweeple and the occassional users.
  • There are some who are on twitter with a specific agenda: Save time by following people whose tweets give quick relevant updated information
  • Tweeple usually follow more than one area of interest
  • Reaching them is not always easy due to the rapid updates in tweets

However, visibility on twitter can be enhanced by following trending topics, being crisp and juicy, getting the right people to follow you with relevant hashtags, and targeting the right follows.

Linkedin

Linkedin Users Seek Career Advancement

The LinkedIn User
This consumer is seeking ONLY career or business advancement

  • The LinkedIn user is very specifically looking at making a career advancement, getting deals, networking, improving visibility
  • Will join groups that will give relevant networking opportunities or content that will better their career in some way.
Youtube Logo

Youtube Visitors Seek Visual Info/Demos

The Youtube Visitor
Wants entertainment, visual explanations, demos, how to’s

  • Users watching videos online are likely to have opted for video content when searching for related information
  • Or has been forwarded the link
  • Or is specifically seeking video content directly on Youtube for visual relay of similar information that has been read, unless it is entertainment related.
Search Engines

Audience Is Searching For Domain-related Info

The Search User
Proactively seeking your domain information

  • Is specifically seeking information
  • Tries out 2-3 links or more on first search results
  • Finds different combinations of keywords to refine searches till she gets a satisfactory answer
  • Is likely to spend more time searching for the right information, than done on looking up that information!
  • Is also likely to explore related information and content
Mobile Search

Mobile Search Users Are In A Hurry

Search Users On Mobile
Is in a hurry!

The context of searching on the mobile phone is usually on the go, urgent and also a matter of convenience.

Mobile & Tablet Users
On the move, wants quick info, utility tools & engaging apps

  • More savvy users, and the ones with smart phones use the mobile phone for everything: FB, Twitter, Search, Email, etc.
  • Such users also install and play around with applications that are useful, fun or relevant.
  • The tablet owners, smaller in number, but a significant group and an influential audience does all of the above on tablets.

If you plan to use multiple channels on the web to disseminate your brand information, then customizing or fine tuning your content by understanding the customer mindset in each of these channels can help in the forming of long term engagement and loyalty, as well as recall. And remember less is more!