The communication agency, despite its management, lacked a crisis plan and the company's image suffered the consequences for years. If agencies do not improve their professionalism, response, and strategic approach, clients will continue to prefer internal teams or independent strategies.
Agencies must change their mentality and treat each client as a strategic partner, not just another account. The devaluation of community managers and agencies is largely due to their lack of professionalism and promises of services that they do not later fulfill.
Training in business and customer service is crucial, as many times the person selling the service is not the one supervising it. Most community managers have become less agile, creative, and disconnected from the reality of the business.
Brands are opting to incorporate internal talent to manage communication on social media and in the digital world in general. Fed up with excuses and lack of quality in agency services, many companies are migrating to different hiring models.
Agencies and community managers often fail to understand the client's business or provide excellent service. Their focus must shift towards building strong business relationships and delivering tangible results for the client.
In the community manager and social media agency sector, evolution is necessary to survive in a competitive market. Training in business, strategies, customer service, and a deep understanding of the client's industry is required to offer quality service.
Agencies must abandon vanity metrics and focus on strategies that generate loyalty and real growth for the business. It is essential to constantly train and adapt to the client's needs to provide concrete and effective results.
The lack of professionalism and ignorance of the client's business have led to disastrous situations, such as the "Barçagate" scandal of FC Barcelona or United Airlines' institutional crisis. It is crucial that agencies understand the sensitivity and reputation of the brands they manage to avoid costly mistakes.
In summary, agencies and community managers must evolve, train in business and strategies, and provide quality service that generates tangible results for the client. Professionalism and a focus on authenticity and value in content are key to surviving in an increasingly competitive and demanding market.
