Ah yes, social agencies. Everyone in social media seems to work for one, if not own one, right? It seems like I get a LinkedIn connection request on a daily basis from someone who is the CEO/MD of a social media agency.
So yes, we've established that there are plenty of them around. With an ever-expanding amount of social agencies in the world, you'd imagine that they're doing something significant to differentiate what they offer as compared to the agency next door.
But that's quite far from the case.
Most agencies I've spoken to, talk about "creative" content, having a speciality in identifying the right target audience and creating specific content for them, for identifying brand advocates, for interacting with influencers, for having the ability to also copywrite entire blog posts and whitepapers in addition to snappy Facebook posts.
And of course, they keenly stress on how they're equipped to handle your Twitter profile, your Google+ presence and your LinkedIn page as well - if need be. They'll promise to come up with a campaign, to execute it for you, and get you more fans.
But here's the deal. When push comes to shove, content isn't enough. Blog posts aren't enough. Content marketing isn't the only thing you should do. There's life beyond all of this - and that's where a ton of people start getting cold feet. The traditional social agency model, at least for me - is dead. No longer can agencies survive by calling themselves "content specialists" and talking about how they can leverage just your social presence to drive value to your brand.
Is it time for you to give your social agency the boot? Look for someone who perhaps understands the entire concept of marketing in a more well-rounded manner and call themselves something along the lines of a marketing solutions company? A recent infographic from Circus Social touches upon these very points.
It's a nifty little guide to figure out whether you should be thinking about shifting from the agency you get your work done from, or if you own an agency, think about changing the way you function.
Content is great, I love it. It's one of the most enjoyable aspects of what I do, but at the same time, I understand that there's an incredibly vast need for agencies to start looking beyond the comfort of content.
Yes. This turns the entire pot upside down. This means agencies need to do more for their clients and perhaps get less in return. But when supply exceeds demand, you must innovate and you must understand that the price must come down and the quality must go up.