Agency Or Freelance: Who Should Take The Lead Of Your Online Profile.: Expectations vs. Reality

Social media got tremendous opportunities for businesses. Its primary goal is to expose brands to communities out of touch with brick and mortar system.

However, the existence of multiple platforms each with own character limits makes social media challenging for businesses to embrace. To help navigate through likes, dislike, comments, reviews, and inquiries. Businesses invest in the services of a third party or hire an in-person to take the lead.

One major challenge firms face when outsourcing a social manager is deciding whether to pursue the service of an independent worker, full-time in-house manager, or an agency.

It figures there hardly a direct way of finding a successful social media manager. But, seeing one with a clear social media objective may be a good starting point. Additionally, skills like freelance writing, blogging, digital marketing, SEO, and knowledge of keyword phrases must be relevant in individuals who want to get their hands in this job better explained by a browser’s history.

To find who is best to look after your online profile, we have highlighted the advantages of two distinct social media service providers. But honestly, everything depends on your business needs.

What is a social media agency?

A basic search on the term social media agency generates you endless string of results. You soon realize there is an entire world of businesses offering social media services – each promoting differently. And all offer social media services either directly or indirectly.


An agency can be a group of marketing professionals providing social media functions to businesses. They can be small comprising three-four people or a full-fledged company offering social media management and marketing services.

Advantages of Agencies

1. Tools, a software resource, and AI

Social media and digital marketing landscape have changed a lot. So as the tools aimed at making the process of management and marketing easier. However, even with these changes, there hardly a one – size – fits – all program. There lies a problem of juggling different medium when implementing a social media strategy; a time-consuming action rarely a problem for agencies but freelancers.

For various reasons, one being marginal economies of scale. Agencies are apt to raise their level of output at reduced cost. Large firms harness the power of an in-house artificial intelligence team to develop systems (algorithms) capable of automating an organization’s social functions and responding to clients needs on a full-time basis.

2. Access to social media platforms staff and executive team

Ever heard of business-to-business relationship? OK.

For agencies, reaching owners of Facebook or Twitter is almost a phone call away. Meaning, getting insider information on new service/product updates ensures they stay ahead of competition delivering more value to their subscribers.

3. Courses, teaching, and workshops on digital marketing.

A successful digital marketing strategy takes time and effort to pick. So as the ROI on key metrics. Luckily, there is an incredible amount of resources out there to help.

As a diversification measure, agencies today have included online courses in their portfolios as a way to improve their social media experience.

Some favorites:

HubSpot Social media certification course lets you learn how to build an inbound social media strategy when you register on HubSpot Academy.

Hootsuite Social marketing course is an online resource which teaches one how to become a successful social media manager.

TweetDeck for managing social media channels.

Such courses not only portray these firms as industry experts in conducting successful social media campaign but also a great source of talent acquisition for tutors and revenue to business since they don’t come cheap!

Understanding the free-spirited freelancer

Freelancers are remote workers offering social media consulting or management services to businesses.

Their services span:

– ad management

– lead generation

– page creation

– social operation

– creating awareness

– social examination

– social media customer services, etc

Freelancers can also be part-time independent managers brought to stare a business social media strategy. They can also be social influencers. One thing you realize is independent managers are real competition to large firms.

Here is why.

1. Affordable

If you are walking a tightrope in matters finance, seek a freelancer when building your digital presence. Unlike agencies which transfer overhead cost (use of software and other online marketing tools) to monthly billing, freelance managers may stay shy from this.


Social media management is a full-time job requiring one’s input 24/7–something hard to accomplish. One needs breaks, perhaps time to concentrate on family or recharge internal social battery. Since we cannot eat, breathe, or sleep social media, automation comes into play. There are vast arrays of online resource freelancer use to make work easier which come at a cost. A cost freelancer often absorb.

In truth, if you break down freelancers pay, you realize they hardly include the cost of using an online management tool while performing a clients work; hence low rates. Agencies will pass this cost to clients generating a high billing. No business absorbs expenses used in production.

Here is another example:

Many entrepreneurs know little on social media. They complain of having less time to engage and experience these platform. But when they explore a professional to handle their digital profile, they seek to learn the ins and out of social media. The advantage of a freelance social media manager is the chap is happy to get you updated on the happenings around social media – for free.

It is because as a standalone social manager; you either provide social media management services, consultation services, or offering social media courses. If you are offering social media management/marketing services like many, chances are you might hand clients hard earned knowledge on social media without having them pay for those lessons. Agencies will charge for any workshops, tutorial, or learning provided with resources available at the agency resource channel (academy).

Flexibility and accommodating

Without doubts, it is comfortable working with freelancers as they quickly adapt to a clients routine and style of operations. Agencies on the other side are full of bureaucracy constraints which hamper services delivery.

Again, with freelancers, all communications are directed to a single individual. No corporate policy or connection to bots and computerized functions. No need to contract different departmental heads to sorted a pain which eats into adequate time.

There are no vows like getting married.

Unless there is duly bidding contract, clients are open to end or onboard any moment. The downside. It portrays you as an unattractive to potential freelancers if you change managers often. It is best to try things a few times or months before letting go of a service provider.

Understand social media marketing effort may take time before the KPIs go your way. Otherwise, you are free to reinstate or dismiss a provider at your convenience — no need to be set in stone.