What is “Social Media Account Management”?
Essentially, a social media account manager, or management service, looks after the social media needs of an organization. That service comes at a cost to the organization, and will nearly always include at least Twitter and Facebook. Larger organizations will have greater needs, and specialized organizations will have special needs.
The following quote offers some insight into what organizations in the private sector typically pay for social media account management services.
Creating a comprehensive strategy for social media marketing and outsourcing all work for all channels (with a minimum of two social networks) costs anywhere from $3,000-$20,000 per month, with the industry average settling between $4,000-$7,000 per month. If you want the social media agency to start the accounts from scratch and consult on a 4- to 12-month contract, you’ll pay between $3,000-$15,000 per month. What do they mean by channels, minimum of two? That’s just a fancy way of saying that the cost includes both Facebook and Twitter…I’m betting there’s probably an upcharge if your company wants Google+, too.
Social media account management services are included in the social media marketing packages of agencies like The Content Factory. They provide great service, but their services often come at a cost that the typical self-employed professional entrepreneur can’t afford.
What about Buziness.com?
We offer a set of services designed to be a perfect fit with the needs of nonprofits, charities, and NGOs.
The goal of Buzzyness.com is to enable nonprofit organizations to manage their own social media accounts. To make that process as cost effective and simple as possible, we work with organizations to determine which social media platforms offer the most value to their unique requirements.
How do my prices and service compare with other agencies?
I’ll be blunt. My prices are significantly lower than the agencies and companies set up to service for profit organizations in the private sector.
The following example is not meant to show how for profit companies get “ripped off”, or how a big social media agency will “rip off” your nonprofit. It’s actually easy to see that by paying a lot of money, an organization can expect a lot of very good service. The issue, of course, is that the typical small to mid-sized non profit organization is being run on a budget that makes this level of service unaffordable. (My prices)
The Content Factory ($8000/month)
*The Content Factory positions itself as a lower cost alternative to the big agencies.
For $8,000 per month, here’s a rough outline of the social media marketing, digital PR, web content writing and content marketing you can get with The Content Factory – and we’re also able to negotiate a smaller package for a smaller price tag:
- 3 blog posts a week. We’ll develop a keyword strategy that targets all of the search phrases you want to rank for. From there, we’ll build out an editorial calendar that systematically targets your keywords, while also offering informative, actionable and interesting content to your readers.
- Monitoring of Twitter for related keywords, then pushing links/tweets to those talking about relevant topics. If people are tweeting about it, I’ll get an alert and can tell ’em all about your company
- Getting relevant Twitterers to follow you – We hunt you down several hundreds of followers a week, targeting users by location, number of followers, number of updates, bio keywords and tweet keywords.
- Daily Twitter updates (an average of 7-10 per day, focusing on interacting with thought leaders, journalists, existing and potential customers, etc.)
- Managing the Facebook page – 2-3 updates per day, with a focus on sharing content from thought leaders and complimentary, non-competing businesses.
- Facebook ads – Facebook ad campaign management with a $250 monthly budget built into the rates (you get ads, without being paid extra for them).
- Google+ and LinkedIn management – With daily updates
- Reddit Advertising – A mixture of posting, commenting, and generally being active in the community (or specific communities of your choosing). Reddit marketing is flexible, and heavily dependent on what your business does.
- Custom social media graphics – At least 2 per week
- Consistent PR – Our clients have been featured on the Today show, CNN, The New York Times, The Wall Street Journal, Wired, TechCrunch, Fox Business…the list goes on and on. Not a month goes by that one of our clients doesn’t get major national press coverage, and it’s a huge addition to social media work.
- One press release per quarter – We’ll help you make news to make the news.
- Helping you write articles, then pitching to major publications – One per month. Our clients have written articles that have been featured on Forbes, Business Insider, The Huffington Post and a variety of other influential publications.
- Contest creation/management as needed. We’re big fans of contests, because they can draw all kinds of people to the site who would’ve never found it otherwise. Plus, they’re great for website traffic.
- Social bookmarking submissions like woah. We submit to sites that nobody thinks of, but they certainly drive traffic. We also submit links to Quora, StumbleUpon, Reddit, etc.
To help make sure we’re always on the same page, every month we send our clients a monthly update with the following information:
- New Twitter followers and interesting interactions
- New FB fans and interesting interactions
- Google Analytics traffic reports
- Number of blogs/articles written (with stats to match)
- Feedback quotes from social networking sites
- Links to media coverage we’ve gotten you/your company, social shares
- Whatever other info/stats you want us to keep track of
- Goals/milestones achieved
- Tasks slated for the following month
So, that’s what we do and how much we do it for – you can click here for a much more thorough rundown of everything that’s included in our packages. In the interest of full disclosure: our rates are significantly less than the industry average, and it’s entirely possible that larger online PR agencies have more contacts and resources than we currently have access to.
Unfortunately, for a typical small or localized nonprofit a budget of $8000 a month exists only in the realm of fantasy. However, if your organization can justify and afford that amount, the Content Factory actually offers a heck of a lot of service for that amount of money.
So What Can a Nonprofit do?
There are a couple of options open to organizations on tighter budgets.
- Look for volunteers
- Hire a student
- Hire a recent graduate
- Hire a professional social media manager
We can talk about an affordable solution that offers the best of both worlds. Professional guidance, informed decision making, appropriate account setup, initial training, and customized ongoing support options to fit every budget.