Wednesday, June 3rd, 2015 | 5 min read
Media agencies are a powerful influence on the future of paid social media marketing. They are incredibly adept at managing the day-to-day of paid media campaigns, they develop new technologies around paid media (such as trading desks, exchanges, DSPs, DMPs, ad-serving technology, and more), and they push the boundaries of what marketers can do with paid.
Prominent media agencies often take full responsibility for end-to-end strategy, planning, and media buying for large brands. Media agencies are trusted and relied upon by their clients — to the tune of billions of dollars.
Media agencies depend on social marketing platforms to execute complex paid campaigns, but many tools are not built with the unique needs of agencies in mind. Here are five signs your social media management platform puts agencies first when it comes to paid media management.
I have been closely involved with agency ad operations teams over the years and seen the frustration that comes from having to log in separately to Campaign Manager for LinkedIn ads, Ads Manager for Facebook ads, and Ads Centre for Twitter. Then an additional third-party platform is needed to crunch all the data and measure performance. It’s tedious and time consuming, and key insights can often get lost in manual work. The ability to manage all your paid social campaigns — and look at the analytics — within one tool allows for more nuanced audience targeting and faster optimization.
It’s one thing to have integrated reporting dashboards that allow you to monitor all of your social activity in one place, but an agency also needs to be able to customize and share their dashboards. Additionally, they need to be able to assign various levels of access and visibility to other agencies, internal teams, and clients.
A read-only dashboard for clients means that they get full visibility, and agencies can be sure that nothing is reconfigured.
Agencies should expect their needs to be taken into account as their social media management platform grows its feature set. Their software company should have several initiatives that allow them to help media agencies better serve their clients with paid through product development.
For example, Sprinklr offers “definition partner” status to agencies, allowing them to drive the development of our tech and shape the Sprinklr platform according to their needs. We also invite media agencies to sit on our client advisory board.
Agencies run countless campaigns for their many clients. What happens to the wealth of valuable data and insights from those campaigns? In my experience, it is hardly ever analyzed as a whole. Social media management platforms that aggregate global data allow large agencies to monitor the performance of their social accounts from around the world, across all campaigns. Global insights — as well as insights for specific verticals — can then be used to plan and optimize future campaigns.
Large agency groups working with enterprise brands often struggle with workflow, sign off, and logistics. The bigger an organization gets; the harder it is to stay agile. Social media management platforms should be built with this problem in mind. Multiple agencies, clients, and teams should be able to seamlessly coordinate projects and streamline approval processes within your social media management platform.
Large media agencies that use and work closely with social media management platforms have a great opportunity to get ahead of the competition. It’s a chance to offer their clients a 360-degree solution to social media that truly differentiates them from their peers. It’s also a chance for smaller media agencies to elevate their position in the market and offer big brands a fully-integrated solution.
But it’s not only about meeting clients’ needs. The improvements in efficiency that enterprise organizations experience through automation, sharing of data, across-the-board visibility, and workflow management translate easily to agency groups.
So, if you are part of a media agency, take a fresh look at what social media management platforms have to offer, and consider how a close relationship with a software company could benefit your clients. It truly is an opportunity to transform your business and be at the forefront of digital marketing.