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“Social media management with 100% care factor.” This is the main ingredient for success of our featured leader’s company for today.
She’s Leila Taha of On Point Social, a social media boutique agency for food, product & service-based industries based in Australia.
Being able to establish raving fans for their businesses is definitely every entrepreneur’s goal. And everyone would surely agree that at the center of every marketing strategy is a customer base that you’re trying to reach.
This is why marketing and customer service always go hand in hand.
Read on as Leila talks about her passion for delivering great customer service and the story, philosophies and services of On Point Social.
As I have a genuine interest in customer service myself, be it any industry, from restaurant dining to retail shopping, to hiring a cleaning service, I really love when a business puts 100% effort and care factor when dealing with me as a customer. It’s a good feeling. I want to provide that same experience when I am working with a client because it builds trust, creates ease and reduces stress for them. When I say 100% care factor, it means that quality assurance is implemented in the social media service, from checking the creative content and adjusting it where necessary, reading and re-reading copy, finding the best visual solutions for the client’s social media and aligning them with their goals. It does not mean perfection, as there is always room to improve and there is always something to learn and then re-adjust. 100% care factor means researching and learning on behalf of the client, about new updates and social media trends and adjusting the strategy to suit.
Listen carefully to your client’s needs and be a great communicator. Don’t worry if what you’re creating for your client doesn’t look trendy or fitting compared to the rest, it may be fitting for the client’s business goals- and that is what matters most. If the content strategies don’t work, just tell the client, and do something differently. Believe that “trial and error” is key to having an “on point” strategy.
(Sorry – that’s more than one philosophy, lol)
Read also: Values-driven and outcomes-focused leader Matt Macklin of Swinburne (commsroom.co)
Over the last few years, I have shifted my business model to work with fewer clients at a time, but to give as much value as possible. The clients are like a family around me, and I work closely with my clients to provide a one-stop-shop service, which includes content creation and publishing posts, Reels and TikToks, more recently. Different packages are available and it depends on the industry I am working with. For restaurant owners, we try to batch the content creation so as to reduce food wastage and to minimise distractions in the workplace. For other industries, it may involve coordination of a video shoot, pre-planned content, including Q&A style videos, graphic posts, and sourcing influencers to work alongside with. Packages can be as little as simply as writing captions and scheduling posts for a client. While we are open to working with different industries, this does not mean we are the right fit for every client. For many business owners who need someone active on their socials every single day, this would not suit our offering. We are always available for a phone chat if clients are unsure if we can work together to solve their social media needs.
UGC (User-Generated Content) is definitely on the rise. More and more businesses will be reaching out to influencers in their niche, and/or customers to post their experience. This is a great way to show “social proof” and people are becoming more aware of what’s authentic versus what’s staged. Their feeds are saturated and they don’t have time to stop on every post, but they’ll likely spend more time reading about/viewing a customer’s experience. As it’s on the increase, I think social media platforms might introduce a feature that’s focused on UGC eg. a customer proof button or something around this idea! The features just keep getting better and better so I don’t think this one is far-fetched!
Customer experience- In this modern day, it is not enough to sell a good product, you need to match it with a wonderful customer experience. Therefore, businesses will look into using AI where possible to allow audience to be immersed in a digital customer experience on their socials, keeping them engaged. I think there will be more use of the polls feature to understand what customers prefer/need. Also, there will be opportunity for customers to be moderators on Facebook groups, though this will be an interesting one to see if it has a positive or negative impact on brands!
More learning opportunities – In 2023, I’d like to see more learning opportunities for brands, especially for those who manage their socials in-house. Social media platforms need to embed AND UPDATE more how-to’s in order to allow brands to create content and manage backend systems with more ease. Managing Meta Business Manager can be daunting for business owners and there needs to be more updated info as a lot of the guides online are obsolete. I would love to see more updated guides to assist business owners.
You may also want to read: Red Havas’ Matt Thomas on meaningful brand frameworks (commsroom.co)
Jaw de Guzman is the content producer for Comms Room, a knowledge platform and website aimed at assisting the communications industry and its professionals.
