I want you for social media
June 7, 2010 11:52 AM   Subscribe

Social media? Great! But what do you charge and deliver?

Our firm is looking into diving deeper into social media, mostly by new and current clients prompting us. However, this is so new for everyone, neither party has any details to suggest or follow.

As it stands, our big hurdle is two-fold: what do we offer and at what cost?

If you or your company does this, what are you deliverables? And to be clear, I don't want specifics or exactly what you do, nor the per-hour cost, but a 30,000 foot-view.

Do you make the accts for them? Do you make the posts? If you make posts, how often? How do you get the material? Are you working frequently with the client for content and guidance? And ultimately, are you charging per action, or on a monthly retainer of sorts?
posted by fijiwriter to Computers & Internet (3 answers total) 9 users marked this as a favorite
You need to define social media. My recipe is:

1) Blog. I really, really think it's impossible to run a social media campaign not backed by a blog. It is possible for an agency to write the blog posts for the client but rarely is the relationship close enough for the blog posts to be native, authentic and good. If you can train them in the basics, that's great. If you don't have enough experience, farm out the training.

Value you can deliver includes a social media policy, normally regarding trackbacks and comments.

2) Facebook. Depends on the client. Affinity brands, yes. Lifestyle brands, yes. Social causes and charities, yes. Air conditioning part manufacturers, not so much. You running a 3rd party FB service like Wildfire for them is probably the best way for you to stay at the head of the FB loop with your client while not being particularly clued-up.

Your most critical mission after setting up their FB page for them is to answer the question "now that we have all these fans, what the hell do we do with them?" Wildfire has smart answers and intelligence that begins to answer that question. I'm a tepid fan of their metrics, less a fan of their pricing and marketing.

3) Twitter. I love Twitter. I like it for brands who understand that social media is called social for a reason - if you're happy to chat to your customers with your brand account, than Twitter is a great way to build affinity and to face customer issues head-on.

I do setup the account and the page, but I will not tweet for customers. If you can point them to the brands that are doing it well, it really isn't hard to get.

I bill on a daily rate. When you start charging X for blog posts and Y for page setup or whatever, you get into a metric of value delivery to which social media does not lend itself well.
posted by DarlingBri at 1:22 PM on June 7, 2010

Here you might also find this useful: 2010 Social Media Marketing Industry Report. (PDF, free.)
posted by DarlingBri at 7:24 AM on June 8, 2010

Sure, you're welcome, no problem.
posted by DarlingBri at 3:44 AM on July 1, 2010

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