Essential Tips to Delegating To A Social Media Agency

Essential Tips to Delegating To A Social Media Agency

Deciding just what to delegate to a social media agency is far more complicated than you might think.


Because every social media task actually requires its own expertise, training, resources, required information and capacity. Social media is a multi-faceted opportunity to bring your company growth, and it plays a valuable role in developing your pipeline of new leads and sales opportunities. Social media can be used at each stage of the sales pipeline, in attracting new audiences, helping to convert them into leads and new customers.

A social media campaign is best described as a blend of art and science. There is an art to creating high performing and compelling content that speaks to targeted buyer persona. The science comes in the ability to understand what the post-performance analytics data is telling us about the content and its ability to support the marketing objectives.

Keeping an eye on your social media performance analytics allows for continuous improvements in content through an ongoing analysis and evaluation of post-performance. After all, you can’t manage what you don’t measure!

Marketing Funnel | Asset Digital Communications

Delegating Social Media to your Staff: A Good Idea?

The problem with delegating to an internal staff member is that it’s rare for that individual to possess all the skills required to create success for your company. And what’s more, as the person in charge, you’ve got to get this right. Otherwise you face frustration for you and your team, bad morale, and the disappointment and time lost of not meeting the marketing goals.

Take the example of Valerie who works at ABC Company. She’s a marketing intern and recently she was handed social media to manage. She started creating posts and was diligent in posting daily to Facebook, Twitter and Instagram. But her efforts resulted in little to no engagement unfortunately.

She had no strategy because she didn’t know she needed one. No overall ties to business goals because she didn’t know much about the analytics reports. And since her boss knew even less, she was not held accountable to performance goals. Then she got handed a big report to work on, so she wasn’t able to continue posting on social media.

She just didn’t have enough time to do both.

What happened? The company’s social media fell silent for the next 10 months. During this time, their competitors cranked up their efforts and grew their follower bases substantially.

Finally, ABC decided to hire an agency. The agency created a social media strategy, a revealing competitive analysis, and a rich content plan with a wider set of conversations that was designed to meet sales growth objectives. At last, ABC Co. started seeing success, but catching up to their competitors to make up for lost time was going to be a challenge for them.

So now that you understand why delegating internally can create unforeseen challenges, let’s look at the challenges in outsourcing to a social media marketing agency.

Why Delegating Social Media Tasks Is So Hard

When you use social media for business, you’re talking directly with your target audience – and getting the message right is no easy thing.

To begin you need to think of social media as a tool in executing on your larger digital marketing strategy. What’s more, each of those social media accounts, by their very nature, highly dynamic. The rules are constantly changing, the platforms are maturing, and the tactics for success are also evolving.

What worked yesterday likely no longer works today. Unless you’re working in social media on a daily basis, you are not going to know what the current levers for performance are.

As an example, say your small business has a fleet of cars that sales, service and senior management are provided. Would you become an auto-mechanic to keep them running optimally? Of course not; you’d hire that out. You would never expect yourself to become a mechanic to ensure your fleet costs are minimized.

So why do you think you can manage social media?

Since it’s unlikely you’ll find all these skills in-house if you are a small or medium size business, outsourcing to agency experts means you are hiring expertise that can create success faster and at lower cost than would be possible internally.

Your social media agency’s first step should be to draft a compelling strategy. This will set you apart from your competition, and rapidly attract new interest in your brand. Your social media manager needs to combine what you want to accomplish with your company’s unique identity. And do it in a place where the procedures aren’t clearly defined and change constantly.

All while trying things no one has ever done before.

That’s a lot to lay on the shoulders of an intern.

And that’s the rub – many businesses simply assume that younger staff members are experts at social media simply because they are so active on social in their personal lives. But the fact of the matter is that personal use and business use of social media are wildly different things.

Social media management involves a range of skill sets. They include everything from content creation, to social advertising, creating ads, and actively monitoring performance. Your social media agency can play a strategic role in your company in helping you create a marketing plan that fully taps the potential of social. That means a forward-thinking role in planning how to take your online presence to the next level, evolve your content strategy, platform growth, and monitoring performance.

Delegating Social Media to an Agency: The Role of Storytelling

Social Media Management is Many Things Working Together

A partner that is up to this task must be able to rapidly understand your business. They need to see your brand and what it stands for and bring valuable insights and creativity in planning out your growth on social. As experts, our challenge as a social media agency is to ask the right questions and gain an understanding of your business’s critical success factors. We need to understand your brand promise, your culture, and your customer base quickly in order to develop an effective strategy.

Approaches to Delegating

Now that you understand just how difficult social media work is compared to most other tasks, let’s dive into the kinds of work that can be delegated to ease your own workload as a business owner.

The Most Time-Consuming Social Media Tasks

Some might argue right out the gate that delegating the most time-consuming projects is a financially bad move. Time is money, after all.

But isn’t your time worth more than what you’ll potentially be paying an agency for? The less time you must spend explaining and discussing things, the more time you have to dedicate to doing your job the best you can.

When it comes to social media, the single most time-consuming task is easily content development and creation. Businesses like Valerie’s fail when they don’t maintain a steady presence on social, and their posts are too heavily reliant on self-promotion. Time must be spent developing a content strategy that goes beyond “look at our wonderful work,” or “check out our latest promo.”

When you tap the expertise of an agency, you benefit from more work getting done at a higher quality than you could achieve yourself, in less time. And freeing up time for yourself means saving money in the long run.

When you free up this time for yourself you can focus on your business strategy, refresh things where they are needed, and assessing results in real time. It also gives you more time to focus on the most important thing – generating income for your business. After all, Content may be King, but Cash Flow is Crucial.

Tasks You Don’t Have the Skills For

As a business owner, you already know how important it is to know what your strengths are. And to play to them. With that in mind, it may be a waste of time for you to work out every intricate detail of your social and digital campaigns. Especially when you could get someone else to do it.

Today, everyone has a Facebook, Twitter, or LinkedIn account, along with their own mobile device (even your grandmother!). This has led to the expectation that everyone – especially those raised in this technological environment – should be an expert.

Of course, as a social media agency, we believe it’s a skill everyone should master. But we also recognize not everyone has the luxury of time, training, and the right tools to do it. Rather, for start-ups, entrepreneurs, or employees with specific roles, there is a need to focus on their core skills. Learning the proper way to apply social media can be more time- and money-consuming than it’s worth.

Therefore, delegating social media tasks that your team lacks the skills for ends up being the most cost-effective option. An agency will have the skills to complete whatever the task is better, quicker, and with fewer expensive mistakes. This frees up your time to focus your efforts where you and your team excel.

What to Delegate

When it comes down to the specific tasks you should be delegating, there are a lot of options. You can find where your bottlenecks are and outsource those tasks. Or choose the areas you don’t like working on, or don’t have the know-how to successfully complete. You can even outsource full work cycles. Your agency can generate results for you, day in and day out, no matter how busy your business gets.

If you’re not sure, these areas are a great place to start:

  1. Content Marketing Strategy

Creating an effective content strategy takes that mix of art and science we discussed earlier. With research and insights into your target audiences, a social media agency can get into the psyche of each buyer persona. They can then develop strategy using compelling content that speaks directly to the buyer throughout the sales cycle. What’s more, they can post it to the proper platform.

This generates new analytics and insights, which your agency can then use to refine the strategy on an ongoing basis. The process is iterative, and with the right person with the right skills at the helm, it will continue to improve over time.

  1. Content Creation & Scheduling

As we discussed earlier, content development and creation is often the most time-consuming social media task. With a strong content strategy as a guide, an agency can help you create added value through your social media presence. An agency can help you show off your expertise in your industry with captivating and valuable content.

What’s more, delegating your content scheduling offers some valuable benefits as well. If you’re not an expert in social media, scheduling your posts can be just as time-consuming as creating them. But delegating this task to a social media agency can take your scheduling to the next level – thanks to automation. Using automation tools, you get the benefit of knowing your content will be posted in the best places at the best times.

Scheduling posts can be a tedious task. Delegating it to an agency frees up your team for more focused thinking.

  1. Social Media Community Management

There’s no doubt that great content is how brands get noticed on social media – but it’s community management that sets the best companies apart. With a solid community management plan, an agency can maintain your company’s reputation, engage and excite your audience, and keep an eye on attitudes and future opportunities.

That doesn’t seem so tough, right?

The fact is, as social media has expanded the role of a community manager has changed. Simply replying to comments and questions isn’t good enough anymore. Today the best social media community managers are customer service reps, experts in your field, a friend to talk to, or even someone your audience can geek-out with. Add to that the need to respond quickly and always on brand, and you’ve got a massive responsibility.

  1. Developing a Quality Follower Base

Do you notice when an influencer starts following you, or has shared your content long after you posted it? What about any true fans of your business who comment on or share practically everything you post? Don’t those people deserve a personal “thank you” from you?

It seems like a small task to delegate, but having someone else monitor your social media platforms can be valuable. A social media agency can weed out the chat bots or fake accounts cluttering up your followers. They can also identify other followers of poor quality – like your competition who are likely spying on your strategy.

Delegating the development of your follower base to your social media agency allows them to make sure that you’re speaking to a high-quality list of followers. They’ll ensure that you don’t miss out on any opportunities to connect and engage with the best audience possible.

That is the point, after all.

Deciding on the best tasks to delegate to your social media agency can be difficult. It often depends on the needs of your unique business. But delegating even a few tasks can help free up your time to focus on what you do best. Delegating can improve your online presence and reputation as a company, all while generating new leads.

If you’re looking to outsource some of your social media, or you simply have a few more questions about what should be delegated, book a free, no obligation call today.