Just a few years ago, many marketers continued to view social media as a passing fad. Today, the evidence clearly points to the staying power of social media and social media advertising — and the significant role it should play in marketing across industries.
Facebook continues to dominate the social media landscape, with nearly 70 percent of adults in the United States using the service. But successful use of social media for business marketing requires the ability to respond quickly to a variety of rapidly emerging platforms.
What critical factors should business owners and marketing managers consider in choosing a social media advertising agency?
Exceptional Client Relationships
The best social media ad agencies view their clients’ success as their own. They fully commit to managing client relationships in positive ways and living up to expectations for measurable results.
Social media agencies also should take the initiative to understand their clients’ businesses, including economic, societal and industry factors affecting current and future needs.
Deep Knowledge of Shifting Platforms
Social media advertising evolves rapidly and comprises many moving parts. A good social media ad agency strives to keep abreast of the latest trends in the field, provides guidance to clients, and adjusts strategies and tactics accordingly. Facebook may lead the pack, but multiple platforms — including Snapchat, Twitter, Instagram, LinkedIn and others — play key roles in effective social media advertising strategies and require ongoing attention.
Creative, Bold Ideas
Standing out in the crowded world of social media advertising requires compelling work from the best creative minds. Effective differentiation on social platforms also calls for significant insight into appealing to core audiences while supporting the client’s established brand and values.
A Thorough Grasp of Tracking
Social media advertising campaigns typically aim to engage users and encourage sharing, likes and follows. For a campaign to succeed, though, social shares should result in achieving business goals such as driving leads and sales. Campaigns tailored to social media require creativity to keep fans’ interest, but they also need the clarity that only detailed, unbiased and ongoing analysis can provide.
Campaigns move quickly on social media sites — in most cases, much more quickly than in older media like print, TV and even digital. To maximize the potential benefits of emerging social platforms, businesses need agencies that can deliver in the creative, technical and customer service realms.