Social media (SM) agencies are often hybrid companies whose strengths and capabilities range from social media strategy to online public relations. Often social media marketing intersects with search, media planning, customer service, and business development. With all these interdepartmental functions, SM has clearly become a necessary marketing and communications component for a modern business.

Like traditional agency models, a social media agency will work with clients on a retention rate, per hour or per project. And, just like when you hire any other agency, you must have a clear vision of what you will need to execute. So I thought about writing some ideas to help you determine what to outsource to a social media agency versus your traditional registration agency.

Strategy: This is something that should definitely reside in a social media agency. There are too many tools, tactics, and new technologies available for a traditional agency to keep abreast of. Traditional agencies are great at providing direction regarding brand voice and audience segmentation, etc., but when it comes to keeping the pulse of the SM beat, traditional agencies tend to drop the ball. It's not always their fault, either, and generally this is simply because they have a lot of client projects to accomplish, so they tend to be a little behind on the R&D side. Now some agencies are great at this, but not all. So be sure to ask specific questions from your traditional agency regarding skills and especially resources. In my experience, traditional agencies do not have a large staff dedicated to SM. In fact, many times, they end up hiring a freelancer or social media agency in the end anyway.
Community Management: Engaging your community of friends and followers on a daily, if not hourly basis, is no easy feat. It requires full-time resources to research relevant content, post it, and then monitor the interaction. Hiring an SM agency to manage this component of your business is a smart decision, simply because they will have far more resources and experience in community management than most traditional "tactical" agencies. Community management requires patience and care, something that most traditional agencies tend to fail due to the fact that many are campaign driven.
Monitoring: listening to the conversations that take place about your brand or business is essential to configure the way it involves people. Using fashionable monitoring tools and elbow grease, a smart SM agency can decipher hashtags, like and share the content it produces, and translate it into a useful resource for developing other marketing campaigns. Sentiment can be a great way to discover new keywords for your next PPC or direct marketing advertising headlines.
However, there is a challenge and that is that there are many social media agencies that want to be. It typically consists of fired former advertising executives looking to capitalize on the SMM hype. Be sure to sniff out these guys before you start any kind of relationship. Remember, you are trying to capitalize on a new communication model, and sometimes that requires fresh new thinking from a partner that focuses exclusively on one thing and one thing only, social media.

Author's Bio: 

Top social media marketing agency to reach, engage and sell on Facebook, Instagram, LinkedIn, Twitter and other social media platforms.