Important considerations when hiring a social media design agency
How important is social media marketing?
Not having a social media presence today is like making yourself
ex-directory in the 1980’s. You cannot expect to reach your target
audience if you don’t let the world know you are there. With over
2.5 billion social media users projected by the end of 2017, can
any business really afford to not be connected?
Well executed social media content design will drive targeted
traffic to targeted information, with killer content for SEO
leading to better search rankings. At the same time social media
acts as a powerful tool for connecting with an audience and
Social media marketing is also one of the most insightful methods
of relationship building. With instant reactions to posts or
information gathering about the products/services customers are
buying, liking and sharing leads to more relevant contact and more
Which is the best social media platform for marketing?
Choosing the most relevant social media platforms is a crucial
element of your social media strategy. This is something that your
social media design agency should be able to provide a deep level
of insight on. For the vast majority of organisations, being on
every network is not the right choice. Creating a strong presence
takes time and knowledge and it is better to concentrate on the
social media platforms that work best for each specific set of
Your social media design agency will know the audiences that
different platforms reach and what content works best where,
helping you to make the first important steps in the positive use
of social media.
Any social media design agency will automatically be considering
the top 5 and how they fit your needs and that of your audience:
Facebook – the most used and recognised
network in the world with over 1.79 billion monthly active
users and the number of likes generated daily increasing year
on year. The average time per visit is a healthy 20 minutes
and every 60 seconds around 510,000 comments are posted.
With statistics like this Facebook reigns supreme but that
does not mean it is by default the right social media platform
to post on. Facebook suits B2C social engagement especially
with young to middle aged demographics. Typically speaking, it
is simply not used for B2B social media content.
Your fans on Facebook are also likely to be incredibly content
hungry. Posting every now and then with half-hearted or poor
quality content will invariably not deliver satisfactory
results. Facebook is a perfect example of where your social
media design agency should be providing you with good quality
social media content design that is targeted to your audience.
Instagram – Content is based purely on photo
or video posts with this platform and is almost entirely
mobile. Ideally it is suited to the more creative and artistic
industries as well as other highly visual industries such as
travel, retail and fashion. Instagram is also the staple diet
of nearly every teenager on the planet for showing the world
what they are doing at any given time making it a huge stage
for an audience eager to know what is hot right now.
As with Facebook, quality of content is key so having a good
social media design agency that can produce and advise on
great social media content design, will pay dividends.
Twitter – with its limitation on character
number, Twitter is perfect for short, sharp updates boosted
with video, images, links and more. Hitting a global audience
in a very short space of time, Twitter is also extremely
effective for customer service and customer support
At the end of 2016 there were over 300 million active monthly
users posting content, retweeting and sharing for instant
results. The key is relevant, well designed and snappy content
that is worthy of being shared and going viral.
Twitter is a social media platform that will likely have a mix
of own published content as well as more strategically
focussed content that is developed in conjunction with your
social media design agency.
LinkedIn – the most popular platform for
professional networking and industry connections to share
business related information. With over 400 million registered
users and available in 24 languages, content shared on
LinkedIn is within a truly global business network.
Primarily seen as a recruitment tool for many, it is actually
an effective platform on which to connect and forge
relationships with target business spearheads all over the
world or why not become a global thought leader yourself?
Your social media design agency should ideally help you set
the strategy for your social media content on LinkedIn. This
will enable you to develop content and profit from this
excellent channel for B2B.
YouTube – with an average of 1 billion mobile
video views per day and reachable in 76 different languages,
YouTube is a huge platform on which to place content. With
over 3 billion searches every month, YouTube is also
considered by many to be the second largest search engine in
the world. That is if you class a search engine as a site that
only serves its own content. In any case, YouTube and more
importantly, video content is just huge.
Whether it be as a promotional tool or as a means to get
recognition for posting industry insights and expertise,
YouTube is the most important place you can be sharing video
Of course the big five mentioned above are the usual suspects in
the Social Media realm but there are so many others that should be
considered too. There are other big names such as snapchat,
Google+, Pinterest and Flickr. Newer platforms are already making
big waves such as Periscope, as well as a whole host of industry
specific and niche platforms.
While these lesser known platforms will have much smaller user
bases, it is important to realise that they often have the most
committed and devoted users too. Therefore these smaller platforms
can in some cases put you right at the centre stage of a perfect
audience. Knowing which platform is best for a business and having
the right content for that platform is where your social media
design agency will be invaluable.
How does a social media design agency help with social media
content design and strategy?
A good social media design agency is one that listens. What a
client needs and what a client wants can be the same thing or they
can be miles apart but any project should begin by understanding a
clients’ market and their place within it. From here a social
media strategy can be built to push forward brand awareness, sales
and customer service.
There are a wide range of methodologies and each social media
design agency will likely tackle your project in their own unique
way. However, as a general guide there are certain steps a social
media design agency will take to ensure maximum results are
1) Understanding what a client is hoping to achieve
Making a positive forward progression is only really possible if
you know what you are working towards. Creating an understanding
of the client and their aspirations within social media will help
put a structure to the fundamental strategy. For example,
increasing brand awareness or reducing marketing costs. Your
social media design agency should be able to help you clearly
define and document what your goals should be.
2) Setting objectives and KPI’s to measure against
There is simply no point having objectives if they are not
measured constantly and consistently; monitoring for performance
and relevancy. If the KPI’s are not being met, it may be that
content posted or platforms used need to be adjusted in order for
them to be met.
Social media design agencies will also be able to advise and
implement analytics and tracking tools which will expose strengths
and weaknesses in a social media campaign.
3) Identifying a target audience
A social media design agency will do all the leg work needed.
Background research in to which audiences to target and how best
to target them through social media is vital for success.
Knowing relevant ages, occupations, interests, likes, dislikes and
many more attributes of the audience a client wants to attract,
will determine which social media platforms to use and how to
design social media content that will be consumed, shared and
Targeting relevant audiences and positively engaging with them
will also help to make your social media investment cost effective
as your campaigns will be kept specific and effective.
4) Competitor analysis
Checking out similar organisations and their social media
presences not only keeps you up to date with who is doing what but
it can also give a social media design agency insight in to what
works and what doesn’t.
Seeing what platforms are used, how successful other social media
content design has been and what the responses are, will show what
is currently trending and engaging audiences. Successful
competitor analysis could be the key to finding an angle or
5) Platform selection and planning
All the information gathering above will ultimately lead to
deciding which platforms will work best for which client to bring
the best returns on investment. Your social media design agency
can also help to deliver a content plan. This will cover what to
post, when and where so that the right spread and frequency is
6) Design and create the best social media content
With all the elements of an underlying strategy nailed down, the
creative work can begin. Content is king, without it there is no
social media presence. The wrong or poor quality social media
content design will often result in a negative presence. The right
content to the right audience brings with it engagement, shares,
likes and improved conversion rates.