Questions to ask a prospective company

Social media management firms will bend over backwards to look good while they’re courting you, so it’s essential that you do your due diligence so that you don’t wind up working with a company who doesn’t have it together.

The following questions will help you assess where a social media marketing company stands:

  • How will you measure the success of our program?
  • Can you show me case studies?
  • Do you have experience in our industry, or with a similar business model?
  • Do you outsource any of your efforts?
  • How much and on what platform will you communicate with me?
  • How many people work at your company?
  • What social media networks do you believe will bring us the most success?
  • How often will I receive reports?
  • What type of analytics platforms do you use to measure results?
  • Can you give me an example of a report that you’ve sent to another client?

The answers will give you a sense of their expertise and experience. If the company’s team doesn’t have satisfying answers to these questions, they might not be the best one to hire.

Assessing for a culture fit

When it comes down to hiring a social media company, a lot comes down to how you feel about the agency you hire. Do you like the people you’ve talked to and have a lot of confidence in their abilities? If so, you’re probably on the right track.

If a social media marketing company has different ideas than you do about how to do marketing, or how to run a business, it probably isn’t a good fit. You want to work with people that you can imagine working with in your office. Treat it like you’re making a hire and want to build a longterm relationship.

Red flags to avoid

Here are a few red flags that should be avoided at all costs. If you see any of these, move on and consider hiring someone else.

Spotty communication

Your social media marketing company should prioritize you. If you can’t get them on the phone, or don’t hear from them at least once a week, you should look elsewhere.

You get handed off to an account manager who can’t tie their shoes

In the courting period, you may be working with a big whig at the social media marketing company. But what happens when you sign a contract? Will you be working with this expert directly, or will you be handed off to an account manager who doesn’t know what they’re doing? Some account managers are savvy, but you should assess whether you can work with them early on in the process.

You don’t get clear reporting

You’re hiring a social media marketing company to help you drive success on social, right? Well, if the company you work with neglects to provide you with clear reports on a weekly or monthly basis, you should go elsewhere. Clear reporting is an essential element.

Seems too cheap to be real

If the social media marketing company gives you a quote that seems really affordable, then it’s most definitely too good to be true. The only way an agency can get away with prices that cheap is by not giving your strategy the attention it deserves. They’re doing business in volume (i.e. trying to sign as many as possible) rather than committing to your brand’s needs.

No case studies to prove their value

Does the social media marketing company have proven results? They should have case studies to convince you that they’re the real deal, and should be willing to refer you to other customers who you can chat with about results.

Finding the right social media marketing company…

The right social media marketing company can propel you to success. They can build custom strategies, manage daily tasks, and ultimately generate leads and sales from social. But it’s on you to choose a partner that not only gets social media, but also understands your business.


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