Red Flags to Watch Out for When Hiring a Social Media Agency [Video]

As someone who has run a social media agency for the last 12 years, I’ve seen the good, the bad, and the downright ugly in this industry. With countless agencies popping up and disappearing just as quickly, knowing what red flags to look for when hiring a social media agency is crucial. Let’s dive into the top warning signs to help you avoid potential pitfalls.

1. Using Copyrighted Material Without Permission

One of the biggest red flags is whether an agency uses copyright-protected material in their content. This often involves using popular music tracks without proper licensing.

For example, if they slap the latest Beyoncé song over a YouTube short or TikTok for your brand without clearance, they are putting your brand at significant legal risk. This is rookie behavior, and any reputable agency should know better.

2. Lack of Professionalism and Sloppy Communication

Professionalism in communication is a must. If an agency is slow to respond, uses improper punctuation, or communicates through informal channels like Instagram messages, that’s a red flag.

You’re paying them for a service, and they should treat you with the respect and professionalism you’d expect from any vendor. Timely, well-written emails are a basic requirement.

3. Lack of Transparency About Staffing

You have the right to know who is working on your account. It’s common for agencies to have senior staff sell the account and then pass the actual work to junior team members or even outsource it to another company.

Ensure you can meet and communicate with the people handling your account. If an agency isn’t transparent about this, consider it a significant warning sign.

4. Recommending Channels Without Auditing Your Account

An agency should thoroughly understand your business and conduct an audit of your current social media presence before recommending any channels.

If they start pushing specific platforms like TikTok without this understanding, they’re likely not considering what’s best for your brand. Good agencies tailor their strategies to your unique needs and budget.

5. Over-Indexing on Trends and Gimmicks

While trendy content can be useful, it shouldn’t overshadow the creation of high-quality, original content.

Agencies relying too much on memes and trending topics may fall into the Commodity Content Trap. This type of content might not yield long-term value for your brand. Prioritize agencies that balance timely content with valuable, evergreen material that stands the test of time.

6. Bashing Other Vendors or Clients

Beware of agencies that badmouth previous clients or other vendors. This gossiping behavior is unprofessional and suggests a toxic work culture.

If they talk negatively about others, it’s only a matter of time before they do the same to you. Professionalism and respect are critical qualities in any business relationship.