Life as a digital account executive in an agency can be as entertaining as a binge-worthy TV series. Much like Mad Men, there is drama, action, mystery, laughs, tears and more. A current-day agency is faster paced with quicker roll out times, more data and a lot less time, or inclination, for all that bourbon.
Responsibilities range from setting up an ad account or any variety of social accounts, to analyzing why a consumer didn’t complete check out, adjusting copy or images. We may have to tweak the targeting or even use a different ad or post format. It’s a lot more than just posting content.
Here are a few non-digital things I learned along the way:
The Agency/Client Relationship
Some say an ideal agency client relationship is a myth, but I believe it is achievable if you remember one thing: it’s a relationship. Developing rapport with clients is crucial for their growth and success. These conversations can go a long way in developing a more solid understanding. Remember it’s not just an exchange, it’s a relationship.
Crisis Management
A big challenge brands face today is online crisis management. Numerous things can go wrong that call for quick thinking and reputation management. We’ve seen page managers accidentally tweet inappropriate content on their client’s account instead of their own personal account. Despite best efforts, sometimes these things happen so when they do try and gauge the nature and magnitude of the tweet. Some mishaps can be avoided by simply deleting the tweet/post, however, this may not be ideal if your brand has a large follower base because followers have likely already seen it. In such cases, it is better to acknowledge the error and act accordingly. Always show empathy, apologize, and correct, if necessary.
Remember this epic response from McDonalds?
Brand Identity
Content managers sometimes handle multiple digital accounts at the same time. This means a lot of juggling. Every brand has a different style and tone and you need to adapt to in your writing. Organizations with multiple content creators need messaging guidelines and a content calendar that keeps everyone on the same page. Small businesses with owners posting, for example, have to remember to keep personal opinions on their personal pages and business posts on the business page. Developing the right tone might take time, but it’s worth doing.
Double Check
When you’re in charge of posting content on more than one account, mix-ups can happen. We’ve seen managers post content meant for Brand A on Brand B’s account. This can be devastating, but it’s avoidable. Double. Check. Everything. Always. No excuses. In fact, triple check or have someone do it for you. Create a checklist – account name, date, link, image, etc. Go through it before you press enter.
We have all seen memes or messages on a brand’s feed that obviously belong to someone who forgot to sign out of the brand account and thought it was his personal account. Before you post get in the habit of checking the account, especially if you use your cell phone, as that’s where the trouble usually lies.
Lastly, have fun!
Always enjoy what you do. Working in an agency can be a lot of fun and provide a lot of opportunities to try new things. Always be passionate about your work, willing to learn and teach and you’ll go far. Most important, never stop being your awesome self. Cheers!
Have you ever been a part of an agency/company or managed accounts? What were your takeaways? Let us know in the comment section.
Neekita Singla is a Digital Account Executive at Franco. Send her an email at [email protected] or follow her on Twitter at @neekitasingla.
