- for a limited time (three month is a good idea), to show you what I think it could look like
– after that, two month of handover time with a lot of access to people in the organisation with the freedom to schedule and run workshops in the various teams
– time to run a 4-week course with management
– handover of accounts for completely autonomous handling
– continuous involvement to talk about changes in the tech landscape
This, to me, is the only ethical way for digital agencies to help their clients. Of course it’s also the most difficult – a dependent client throwing money at you with comforting regularity is so much easier than an empowered, informed one.
If you are a client, this is what you should demand but won’t get.
I did this with Haringey libraries, and the results were great. So I know it can be done. The human-scale workshops meant that every member of the team felt an ownership of what happened in their name online. People came up with new ideas in the first hour.
Ideally, all decisions about how the organisation ‘does’ social media would be taken after such a period of immersion and learning. Because how will people make decisions without knowing anything about the landscape, or about how people in the organisation would deal with it?
If this sounds like a huge investment, think of what the alternative would mean. People in your organisation not knowing and not caring. The cost of a digital agency for year after year. The complete disconnect. Missed opportunities.
I’m working to start a movement of good social media advice and practice. Speak for Yourself will hopefully be a wake-up call for everyone who could and should do much better. If you want to get involved, let me know.