Recruitment and social media - a thorny subject - occupying a lot of OME time (not all of the team but growing for all of us). Not the place for a debate about whole topic here - let's make following assumptions for this piece
1. social media is very important now - even more so in future
2. most content should come from within an organisation - not be sourced from external supplier
3. it is NOT a short term response fix - its a long/medium term engagemenmt strategy (some exceptions to this rule)
So the OME approach can be roughly described as (not necessarily in right order)
* Agree Objective
* setting programmes up
* beginning to engage
* decide on policy for Big 3 Social Media (FB LI and Twitter)
* identify niche sites/forums/blogs
* agree ownership internally
* agree what is outsourced
* set up measurement metrics/objectives
* execute policy
* Monitor review and enhance
But we struggle to structure our rates for this correctly i think - the amount of work we do does not in any way correlate with fees. So what do we do?
1. Charge a very big day rate or proj mgmt fees? - make hay while the demand is huge
2. Treat as loss leader? Do such a brill job that we will be engaged for ever more
3. Hide fees in inflated media or content costs? Not the OME way but stuff i see in proposals
4. Bespoke every proposal - based on indvidual client profile - size of opportunity etc. Again not really us - as it means you are sizing up client on what they can afford - not what they need although quite a typical market approach i am sure.
I think our approach has drifted towards Option 2 and it makes sense as it does mirror how we have grown our business - show what we can do - then people are happy to pay higher rates due to value received. But it also means we are underselling ourselves and potentially giving away the quality work for not a lot.
So in summary - probably stay largely in Option 2 - but the rates are going up!