Social Media Agency: TikTok, YouTube, Instagram & Co – Tasks
Social Media Agency – Social Media Marketing is today as important for companies as any other marketing method. Representatives from agencies are often on site during photo shoots, commercials, and even during castings. Here is a small insight into the tasks and work of a Social Media Agency. Back to all: Marketing Agencies
What goals does a Social Media Agency pursue?
Reach, awareness, community building. The objectives for a Social Media Agency can vary greatly. At a minimum, it’s always about reach, for example in social media advertising. When we talk about social media marketing, it also involves further measures, including the building of a community.
The big advantage of having your own community is that you can do a lot! Brands don’t have to advertise to reach the people who are interested in them. They have direct access to their fans through their community. Sounds simple, but makes a big difference for brands! Direct feedback for new products, customers can ask questions directly, they can get a behind-the-scenes look.
What makes a local Social Media Agency special?
What does a Social Media Agency do?
Let’s take a closer look at each task in detail!
| Task | Quick explanation |
|---|---|
| Social-Media-Strategy | Development of social media marketing strategies. |
| Content Creation | Creation of social media content. |
| Community Management | Maintenance and interaction with the online community. |
| Social-Media Advertising | Placement of advertisements on platforms. |
| Influencer Marketing | Collaboration with influencers for advertising. |
| Social-Media Analysis | Evaluation and reporting on performance. |
| Hashtag Campaigns | Creation and management of campaigns. |
| Social-Media Training | Training of customers and teams in social media management. |
| Platform Management | Management and maintenance of various platforms. |
| Trend Monitoring | Observation of current trends and developments. |
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Social Media Strategy and Guidelines
First, for a Social Media Agency, it’s always about developing a strategy. Such a strategy is quite long-term, after all, a community isn’t daily care.
The selection of the right social networks, content, and posts, time frames, responding to messages – all of this needs to be planned. For this reason, Social Media Agencies develop a Social Media concept in collaboration with their clients, which is then implemented step by step.
From this strategy, guidelines are then developed, which all employees, freelancers, and other agencies follow. One of the core elements of this strategy is the editorial plan.
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Create an editorial plan
An editorial plan summarizes the various activities and employees in a clear document. This can be a simple table or also a tool used to plan publications.
The editorial plan contains all activities and topics. Employees of the company find tasks here that they need to prepare for the Social Media Agency. For example, sending new products so that photos and videos can be created, which are then published on the social networks. The employees of the Social Media Agency, in turn, find everything important here, from the preparation of postings, through publication time frames, to the topics that will be published next week, next month, and so on.
Write and publish posts
Durch den Redaktionsplan werden alle Beiträge, die verfasst und veröffentlicht werden müssen, geplant. Social Media Agenturen übernehmen dann die Postings in den einzelnen sozialen Netzwerken für ihre Kunden und natürlich auch die Interaktion, die unter den Postings entsteht.
Die regelmäßige Veröffentlichung ist essenziell, darauf achten Social Media Agenturen. Ihre Kunden sind täglich mit ihrem Tagesgeschäft beschäftigt. Wenn heute viele Aufträge kommen oder ein Mitarbeiter ausfällt, wird kein Social Media Posting gemacht. Irgendwann bleibt der Social Media Kanal liegen und die Community wächst nicht mehr. Das ist die größte Gefahr, ohne Social Media Agentur!
So einfach es sich anhört, aber das verfassen und veröffentlichen von Beiträgen in regelmäßigen Abständen ist so wichtig, dass es erwähnt werden muss!
Zusätzlich überlegen sich die Mitarbeiter der Social Media Agentur natürlich nicht nur, dass etwas veröffentlicht werden soll, sondern auch wann und wie. Nutzen wir Galerien, ein einzelnes Foto, Videos, Storyfunktion, wie sieht die Beschreibung unter dem Beitrag aus? Nutzen wir Emojis, nutzen wir einen Link, schreiben wir nur sehr wenig oder schreiben wir sehr viel. All das muss für jedes einzelne Posting geplant werden!
Hier kommt auch wieder der Redaktionsplan ins Spiel, insbesondere dann, wenn mehrere soziale Netzwerke bespielt werden. Durch die gemeinsame Abstimmung im Redaktionsplan kann z.B. ein Video um 9 Uhr auf YouTube veröffentlicht werden, um 10 Uhr kommt noch ein Reminder auf Instagram und um 11 Uhr die erste Reaktion auf TikTok.
Community Management und Kommunikation
The strategy is set. The editorial plan is created. The posts are written and published.
The next important and central task of a Social Media Agency is then community management and communication. This includes, on the one hand, interactions directly under the posts. On the other hand, of course, direct messages that arrive in the inbox. It also involves external communication, such as how people talk about the brand on other profiles, channels or pages.
In addition, a good Social Media Agency ideally also brings many small ideas with it! How can the community be brought together even more? A small tool would be to gather feedback, what do you think about it? Contests are one possibility or also “Come Together Events” in bigger cities.
Community management therefore includes, on the one hand, communication, but also entertainment.
New Features / Platforms Testing
Social Media Apps are evolving so quickly! Just 15 years ago, there was almost only Facebook, then at least YouTube, Instagram, nowadays Pinterest, Twitch, TikTok… Social Media agencies must therefore also keep an eye out for new trends and new Social Media apps that might be interesting for their clients.
First of all, it’s important to keep track of new features that constantly appear within the social apps. TikTok introduces something new, Instagram copies it, Facebook has an idea, a new filter is introduced… New things are always interesting because there are currently few people who have published content about them.
Then there are the new social networks, which usually start with a specific aspect, they are for gamers, on TikTok you could sing real songs of the stars. The one who finds the right app and is there at the beginning has good chances for high growth.
Crisis Communication (Recognizing and managing Shitstorms)
The more famous, the larger the community, the more diverse the opinions become. Naturally, this also increases the risk of shitstorms and negative comments.
Crisis communication is also part of a Social Media Agency’s tasks. Ideally, it is already considered from the beginning in the Social Media Strategy. In the worst case, meaning no planning and the shitstorm is already happening, it must at least react immediately.
Such a shitstorm can happen to any good company. For example, when a person with greater reach (influencer) gets upset about a brand. Even if the criticism is minor, with a strong community, a single opinion can quickly develop into many similar (negative) opinions. Early reaction, sometimes doing nothing, sometimes moderating, sometimes taking active action, is one of the tasks.
Social Media Ads
Jetzt kommen wir mit den nächsten beiden Aufgabengebieten zum Kernstück: Reichweite! Alle Unternehmen wollen vor allem eines, Bekanntheit und Aufmerksamkeit. Je mehr Leute eine Marke kennen, desto höher ist die Wahrscheinlichkeit, dass sie auf sie zurückgreifen, egal ob im Supermarkt oder im Onlineshop.
Reichweite kann sich mühsam über Monate und Jahre aufbauen, z.B. durch gute und kreative Inhalte, die allerdings jeden Tag neu kommen müssen! Das ist viel Aufwand und Arbeit. Viel einfacher geht es mit Werbung. Facebook hat weit über 2 Milliarden Nutzer, Instagram hat weit über 2 Milliarden Nutzer, egal ob alt oder jung, alle sind relativ schnell erreichbar durch das Ausspielen von Werbeanzeigen.
Social Media Agenturen kümmern sich dementsprechend um die Kampagnenplanung, die Durchführung, aber auch die spätere Analyse und Optimierung von Werbeanzeigen.
Der große Vorteil von Werbung auf Social Media sind die Datenschätze der sozialen Netzwerke. Werbeanzeigen können z.B. anhand von Interessen ausgespielt werden, dem Wohnort, dem Alter von Nutzern. Je genauer die Informationen, umso spezieller die Zielgruppe, desto genauer kann eine Werbeanzeige aussehen.
Beispiel: eine Modemarke macht Werbung für den Black Friday und für die Shoppingevents in den einzelnen Städten. Berliner Nutzer bekommen ein Bild mit dem Alexanderplatz und Fernsehturm. Hamburger bekommen ein Foto ihrer Innenstadt, genauso wie Kölner, Düsseldorfer, Münchner. Die Personen fühlen sich natürlich bei einem Bild ihrer Stadt mehr angesprochen, als bei einem allgemeinen Bild.
So funktioniert Social Media Werbung.
Influencer Marketing
The second important tool to build reach for a brand is Influencer Marketing. Here, social media agencies intentionally buy placements from influencers. For example, as an Instagram Story or YouTube explanation video. This way, agencies use the influencer’s reach (community) for clients.
Of course, individual areas of responsibility can also be combined! For example, the content that influencers use and thus run social media ads could be targeted at people who follow the influencer. Because, in general, only 10 to 20% of followers see the content. The rest usually miss the post. Through the additional paid reach, you can also reach the last 80 to 90%.
This makes social media marketing, with all its facets, from community building and management through advertising to influencer marketing, so interesting for companies.
Analyses and regular reporting
Last but not least, content from Social Media Agencies is not only planned and published, of course it is also analyzed and evaluated afterwards. What worked? What didn’t? From these insights, the Social Media Strategy can be adjusted and optimized.
Social Media Agency: Tasks & Services
You can see how extensive the tasks of a Social Media Agency are. Let’s summarize the services here again:
- Social Media Strategy and Guidelines
- Create an editorial plan
- Write and publish posts
- Community management and communication
- Test new platforms
- Crisis communication (detect and manage Shitstorms)
- Social Media Ads
- Influencer Marketing
- Analyses and regular reporting
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