Establishing meaningful, manageable social media presences

Agencies should avoid the establishment of social media presences for narrowly defined subject areas such as campaigns; instead strategically build a social media footprint with a focus on general customer groups and ongoing relationships.

Social media accounts should complement other channels used for major or core activities of the agency and allow business areas to clearly identify which social media accounts within the agency are intended to broadly reach the audience sought for engagement.

Specific activities are then able to be presented within a broader framework and audience, supporting potentially longer term ongoing relationships based on broader interests that can be transitioned to other activities that represent agency core business over time. The social media presence can be built over time to have an established audience who know and have confidence in the social media presence, and are readily accessible when new activities are supported via the account.