When a company decides to seriously focus on digital communication, one of the first questions is always: "Do we need an agency, or is one social media specialist on the team enough?" Of course, there is no universal answer.

SMM specialist – flexibility and a personal touch

A social media specialist is a great choice if a company needs a human presence on a daily basis – someone who knows the product from the inside and can react quickly.

Advantages:

• quick response and content creation "on the spot";

• close cooperation with the sales team;

• lower costs for smaller companies.

However, it should be noted that one person can rarely be a creative strategist, designer, and advertising analyst all at once. This means that strategy or quality of results is often sacrificed.

Agency – strategy, team, and sustainability

An agency, on the other hand, provides a broader vision and a strategic approach. It's not just about publishing content – it combines analysis, creativity, design, copywriting, and advertising.

Advantages:

• access to the entire team;

• structured approach and data-driven decisions;

• experience with various brands and industries.

Which option is best?

There is no single correct option—there is only the right approach for a specific goal. But in any case, for the choice to bring results, it is important to think not only about who publishes the content, but also who manages the strategy. Because it is the strategy that turns "posts" into sales.

Jana Patašnika

Social Media & Brands Manager