About a year ago we changed our agency model. From taking up all projects for execution we now mostly take up projects where we strategize and then train an in-house resource or setup an in-house team for the client and then leave. We are then again available as consultants or strategists for the next phase of social media enrichment for the brand.
Recently read an article on similar lines by Aditya Rao. He being an in-house social media guy, annoints the need for agencies to take up a more strategy+trainer role. We have worked on few projects with this model, they have gone pretty well and I would say show much more promise for a long-term sustainable setup for the brand. However from agency side there are some issues that need a quite a bit of figuring out,
Generally the SM agency has it simple – hire someone and get them to manage brand accounts. The typical SM employee is also looking to do just this, work on lots of brands esp ‘big name’ brands with lots of fans! He wants to talk about managing a major Twitter or Facebook community!
So in the S+T model what work does the employee have to do? The S = strategy part is simple and prolly something he will enjoy, but the T = training?? Most typical employees will not be interested in training folks rather than working on SM accounts!
So how would the SM company build a team with such a service offering?
Short Term Projects
A typical S & T project would not last for more than 3 months. I could talk about how sustaining a company with short term projects is a lot more difficult but instead I will actually quote a detailed research report from Hubspot which throws light on this exactly – which kind of online marketing companies have the better chances of sustaining and winning? Ans: The ones with long term retainer model!
Hello There..Professionally into social media & digital marketing since 2008. Here I share my work insights and thoughts. Infrequent posting since many years, owing to my other two blogs on Travel & Spirituality. :) For my work services you can check: www.digiwhirl.com Best way to contact me is via Twitter: @priyankawriting Email: priyankawriting(@)gmail(.)com
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