Good clients are the reason social media agencies look good

The work that produces results in B2B social media doesn’t look like a solo run. It’s a relay.

A LinkedIn account that grows from 22,000 to 48,000 followers, like Shoosmiths did, isn’t the work of one person. It’s the work of a marketing team that fights for the budget and protects the strategy.

It’s the work of 300+ employees who turned up to LinkedIn workshops and started posting themselves, activating an employee advocacy programme that I’d built, that put the firm seventh in the Legal industry for LinkedIn activity.

My name is on the case study, but the result belongs to a lot more people than that. The same is true for every client I’ve worked with.

Bewiched Coffee ranking just behind Starbucks and Costa on UK LinkedIn in 2024 happened because Matt Fountain runs a business worth posting about and lets the social media work happen on monthly content days without micro-managing it.

Houghton Hams growing LinkedIn followers by 134% in 2024 happened because Joe Nicholson and the team there picked up the phone, made the introductions and trusted the strategy when the early numbers were still building.

Teamwork Trust’s social presence works because Helen Burdett-Wright gives me access to the people and moments that make the content real.

None of that shows up on a list of marketers to watch – it probably should.

So a few thank yous, since the original LinkedIn post that prompted this article was about giving credit where it’s earned:

To Fab and the Alt Marketing School team, for the recognition and for putting work into a category that doesn’t always get the attention it deserves.

To the clients above, and the others I haven’t named, who make the work possible by being good clients, briefing us properly and trusting the strategy.

And to everyone at Social with Ryan who makes the visible output possible.