Client Servicing X Social Media: Making Brands Happen

“A successful social media campaign is not built around a post.” It begins with a dialogue! A client wants something, he or she wants an audience to see it, and a concept that must be manifested. Then other teams come into play, each serving a different purpose, but all with the same goal; to make the brand work. That’s where a client servicing and social media intersect. One maintains consistency with the brand, client and team. The other turns that direction into content people can see, understand and engage. 

What Does Client Servicing Actually Do? 

To write the first caption or design the creative, someone must know what the client really wants to accomplish. That’s where the role of a client servicing comes in. It’s all about keeping the work on track, from comprehending briefs and conveying requirements to coordinating feedback and managing approvals. It brings together the client’s vision with the teams that will make the campaign a reality. 

Where Does Social Media Come In? 

Social media makes it easier for people to see what direction you’re going in. With the direction clear, social media goes out into the real world. The social team takes into consideration the audience, platform, trends, content forms, timing, captions and overall brand voice. A campaign goal is a reel, carousel, post, story, or conversation that’s tailored to the way content is used. The aim is not just to get published. It’s meant to make the message relevant enough to halt the scroll. The Handoff is where the magic happens. The Handoff is where the magic happens. 

Why Do Both Roles Need Each Other? 

A perfectly understood brief will be fruitful for client servicing, but it will be creative in social media. Social media can be a thrilling concept but it still has to support the client’s bigger goal. Ideal communication between both is key to the strongest work; short to idea, idea to feedback, feedback to execution, and execution to audience response. 

Different Roles. One Goal. 

The relationship is handled by the client servicing. Social media is used to run the brand and to maintain the conversation. One ensures that it is the question that is answered. The other ensures that the solution gets to the right people. They combine to make business goals communication experiences. 

Final Thoughts  

There’s more to every successful post than what you see on the screen. There’s a brief, there’s a conversation, there’s a strategy, there’s creative thinking, there’s feedback, there’s execution and there’s teamwork. 

Client servicing makes it happen; social media brings it to life. 

Each role and job description comes with its own set of duties, but all with one thing in common: to make the brand matter.