Social media marketing has evolved from being just a content distribution channel to a valuable medium that impacts a company’s bottom line. It serves a lot of functions from driving traffic, getting leads, brand exposure, resolving customer issues to identifying and connecting with influencers. It becomes difficult for brands to get their ducks in a row when it comes to social media. That’s when they turn towards a social media agency. Now, social media agencies provide a gamut of services when it comes to social. What are the features that they need in their social media management tool to give their best to their clients? Let’s find out.
1. Client accounts
Agencies manage many different client accounts. What is it when it comes to organizing these accounts that agencies need? These are some of the features that deliver efficiency in an easy way.
A. Multiple client accounts
Social media agencies typically take care of 10 to 30 different clients. Each client typically has about 3 to 5 social media profiles to be managed. An agency requires a social media management tool that helps them create multiple client accounts. The feature should make it easy to manage and switch between these accounts.
B. Profile Accountability
Agencies have multiple team members managing different client profiles. There needs to be a way in which a senior manager can assign the responsibility of various profiles to team members. This helps agencies manage their clients better.
2. User Level features
Teams handle client accounts in social media agencies. It is not enough to just bring these users to the platform. What does a social media management tool need to deliver value?
A. Affordable To Add Multiple Users
If you have to manage your clients peacefully, you should choose a tool that can add multiple users. You’ll be inclined to add all your team members only if it’s affordable. Hence, the tool needs to be cost-effective when it comes to adding team members. Many of the agencies in an attempt to use a particular tool add only a few users and then share the credentials with the team. Productivity takes a hit here. Try to identify a tool that can add all your team members and give you maximum ROI.
B. Task management
Some of the social media agencies have specific response times mentioned in their contracts. An incoming social query would need to be attended within the hour else the contract would be violated. Imagine managing clients from different time zones. You need to have a system in place to assign incoming posts to team members. An appropriate social media tool can do this.
Social media agencies need to be transparent with their clients. They do not appreciate the clients getting involved with the decision-making process. They, however, like to keep them in the loop by submitted timely reports. What is the metrics that really make heads turn?
A. Overall Performance
These reports give an overview of the profile’s performance. This report should provide the number of tweets and the corresponding engagement a profile received during a specified time. This graph is essential to understand the performance of the profile at a glance.
Understanding how your audience responds is essential to your content strategy. Engagement reports assist you in analyzing and modifying your approach. Check these reports and identify which type of content is receiving maximum engagement. Dissect the top engaged posts to see what has worked for you in the past. Experiment with your content and check the results. Repeat the strategy to confirm your hypothesis. This report allows you to justify your suggestions to your clients.
C. Fan growth rate
Clients usually ask for fan growth rate. It is not enough just to give the basic growth reports. You need to give your client something more than that. Get a tool that provides you with the locations from where you are getting more fans. Identify their demographics. Are you targeting the right audience or is there a gap? Get these granular reports to analyze your audience better.
D. Competition Tracking
It is important for agencies to keep an eye on their client’s competition. Keep them posted on what the competition is doing. Give them a comparison of how their profiles are doing vis-a-vis their rival. These reports ensure that your clients trust your agency with their social growth.
E. Team Reports
Earlier in this article, we walked you through why you need to assign tasks and profiles to your team members. In addition to that, you also need to know if those tasks are completed in time. Your social media management tool should necessarily give you reports on your team’s performance. This helps you run a tight ship.
F. White Labeled Reports
Having your agency’s name at the top of your monthly reports adds a lot of value. Let your clients feel that professionals handle their profiles. White labeled reports go a long way in cementing your brand with your clients. It is essential for agencies to select a social media management tool with this feature.
4. Team Management
A. Integration with peer-to-peer communication platforms
Many of the agencies use platforms like Slack, Flock, Jive, etc. to communicate internally. In case you use any of these platforms you need to ensure that the social media software that you use integrates with them. This integration helps agencies manage better by giving them social updates within these platforms itself.
5. Publishing and Scheduling Features
Agencies do not require sophisticated publishing features. Having said that, there are a few features that social media management software for agencies should provide.
A. Automated Queue
Agencies like to get things done fast and in an efficient manner. They absolutely need a queue that generates the best times to publish based on the profile’s history. The agency just has to push the content to queue, and no manually schedule every post. This saves an agency lots of time.
B. Content Suggestions
Agencies can have clients from multiple industries. It becomes difficult to select authoritative content from these niche segments. If you are using a social media management solution for agencies, it should be able to give you content suggestions based on niche keywords. These content suggestions help in keeping your client’s profile active.
C. Content Library
For larger profiles, it becomes essential to manage their content. Using a content library, agencies can create categories to organize outgoing content. It becomes easier to come up with a publishing strategy if you have such a system in place.
D. Content Republishing
Social media posts have a very short life. Life of a Facebook post is a couple of hours, and that of a tweet is a quarter of an hour. It becomes difficult for brands to churn out new content continuously. It is, therefore, prudent to use the older content to plug in the gaps. You can’t just use any old content and publish it again. Using your social media management tool, identify the posts that have done well in the past and republish them This is an easy hack to extract maximum juice out of your content.
6. Social Media Dashboard
A social media dashboard essentially brings in multiple platforms under one roof. However, an agency needs much more than a traditional social media dashboard. Check out the dashboard features that agencies need.
A. Social Inbox
This is where you interact and respond to all incoming posts. Social Inbox aggregates all the mentions, DMs, comments and replies to a social post. This brings all the assignable items to a single location.
B. Native Network Features
Your audience goes through your content and has interacted with the post. This interaction is captured in the Social Inbox. It is not important that you reply to every incoming post. It is, however, important for you to show your appreciation. A simple like or a retweet is enough which wouldn’t take much of your time. Select a dashboard that gives this feature.
C. Social Media Monitoring
Social Media is an exciting place for interactions. There is always somebody who is searching for a solution on social media. Agencies can leverage this by converting their social media management software into a lead generating engine. Select a tool which can search for posts using keywords. This would help you get a few leads for your clients.
There are many more features that a social media agency would look for. We have just covered the essentials in this post. Do you agree with our list? Are there any other features that you need to improve your services. Let us know in comments section below.