By Lauren Galli, #Strella Creative Director
I’ve been managing social media accounts for about two years now, and I’ve seen successes and failures. As a classic overachiever, I will never give a client less than my best, so failure is difficult for me. If social media isn’t working to a client’s liking, there are modifications that can be made, but the client has to be willing to accept my advice on certain matters.
I want my clients’ efforts to be successful in every respect, so I try to give them the best possible advice and assistance I can offer. However, there are instances where the client refuses to follow advice, and ultimately their efforts tend to be in vain.
The one major value I try to instill in all of my clients is the importance of incorporating the human element on social media. Customers like to do business with a person, not a corporation, and adding a face to the brand can only help. Martha Stewart didn’t become a household name hiding behind her crafting table. Anthony Bourdain isn’t a major culinary figure because he was a shrinking violet on the line at a three star restaurant.
One client, a favorite of mine, made an admirable attempt at his social media. He followed advice, to an extent, and with our assistance, kept his content current and relevant. Unfortunately, he refused to allow us to add anything personal to his content, his blog posts, or his web presence. When his business didn’t see an upswing, his first reaction was to blame social media. In this instance, we believed he could have seen a great deal of success had he allowed us to add something about himself or why he had started the company.
Sometimes, in social media, it is necessary to let go of the reins and let us drive. Hiring a social media manager is a big decision and it is typically made due to lack of time or lack of expertise. As a manager, I’m willing to follow my client’s lead, as long as they’re occasionally willing to defer to the knowledge I’ve gained, as well.
Working with a social media company requires a strong partnership in order to actualize results. As they say...help us, help you.