{"id":8184,"date":"2017-02-21T10:37:57","date_gmt":"2017-02-21T09:37:57","guid":{"rendered":"https:\/\/www.webzunder.com\/en\/?p=8184"},"modified":"2025-07-18T17:36:24","modified_gmt":"2025-07-18T15:36:24","slug":"do-agencies-walk-the-social-media-talk-a-social-media-research","status":"publish","type":"post","link":"https:\/\/www.webzunder.com\/en\/blog\/do-agencies-walk-the-social-media-talk-a-social-media-research\/","title":{"rendered":"Do Agencies Walk the Social Media Talk? A Social Media Research Reveals Key Insights."},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last\" style=\"--awb-bg-size:cover;--awb-margin-bottom:0px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-image-element fusion-image-align-center in-legacy-container\" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><div class=\"imageframe-align-center\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-orig-src=\"https:\/\/www.webzunder.com\/wp-content\/uploads\/2017\/02\/170125_grafikenDt1.png\" alt class=\"lazyload img-responsive\"\/><\/span><\/div><\/div><div class=\"fusion-text fusion-text-1\"><p><span style=\"font-weight: 400;\">Social media is part of the daily activities for digital agencies. In fact, external <\/span><span style=\"font-weight: 400;\">agencies are responsible for 22% of social media activities<\/span><span style=\"font-weight: 400;\">. One would therefore think that agencies are most active online and in social media to show their creativity and out-of-the-box thinking. But is that the case? Do agencies walk the social media talk they so often do for clients? Are they role models in this field?\u00a0<\/span><span style=\"font-weight: 400;\">These are some of the questions we attempted to answer with the webZunder Social Media Research.<\/span><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">We looked at the top 50 agencies in Germany based on the <\/span><a href=\"http:\/\/www.agenturranking.de\/rankings\/2016.html\"><span style=\"font-weight: 400;\">agency ranking list from BVDW<\/span><\/a><span style=\"font-weight: 400;\"> as well as the ten most used social media platforms and the blog. The study reviewed the profiles and content from July 1st to September 30th, 2016. More specifically, we examined the following for each of the social networks:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Their presence (on the specific social media site)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The completeness of their social media profiles<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The frequency of posting content on social media<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The different types of content shared<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The percentage of own content vs. curated content<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Here are the top insights and social media statistics about agencies:<\/span><\/h2>\n<\/div><div class=\"fusion-content-boxes content-boxes columns row fusion-columns-2 fusion-columns-total-6 fusion-content-boxes-1 content-boxes-icon-with-title content-left\" style=\"--awb-body-color:#000000;--awb-title-color:#000000;--awb-hover-accent-color:#eea642;--awb-circle-hover-accent-color:#eea642;\" data-animationOffset=\"top-into-view\"><div style=\"--awb-backgroundcolor:rgba(255,255,255,0);\" class=\"fusion-column content-box-column content-box-column content-box-column-1 col-lg-6 col-md-6 col-sm-6 fusion-content-box-hover content-box-column-first-in-row\"><div class=\"col content-box-wrapper content-wrapper link-area-link-icon icon-hover-animation-fade\" data-animationOffset=\"top-into-view\"><div class=\"heading icon-left\"><h2 class=\"content-box-heading fusion-responsive-typography-calculated\" style=\"--h2_typography-font-size:20px;--fontSize:20;line-height:1.4;\">The top 4 social media networks are LinkedIn, XING, Facebook and Google+.<\/h2><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"content-container\">\n<p><img decoding=\"async\" class=\"lazyload aligncenter size-full wp-image-8186\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27553%27%20height%3D%27421%27%20viewBox%3D%270%200%20553%20421%27%3E%3Crect%20width%3D%27553%27%20height%3D%27421%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.webzunder.com\/wp-content\/uploads\/2017\/02\/170125_grafikenDt4.png\" alt=\"Top Social Media Networks for Agencies\" width=\"553\" height=\"421\" \/><\/p>\n<\/div><\/div><\/div><div style=\"--awb-backgroundcolor:rgba(255,255,255,0);\" class=\"fusion-column content-box-column content-box-column content-box-column-2 col-lg-6 col-md-6 col-sm-6 fusion-content-box-hover content-box-column-last-in-row\"><div class=\"col content-box-wrapper content-wrapper link-area-link-icon icon-hover-animation-fade\" data-animationOffset=\"top-into-view\"><div class=\"heading icon-left\"><h2 class=\"content-box-heading fusion-responsive-typography-calculated\" style=\"--h2_typography-font-size:20px;--fontSize:20;line-height:1.4;\">Visual social platforms such as Pinterest, Instagram and Snapchat are not nearly as popular (yet) as the more established networks.<\/h2><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"content-container\">\n<p><img decoding=\"async\" class=\"lazyload aligncenter size-full wp-image-8189\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27662%27%20height%3D%27627%27%20viewBox%3D%270%200%20662%20627%27%3E%3Crect%20width%3D%27662%27%20height%3D%27627%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.webzunder.com\/wp-content\/uploads\/2017\/02\/170125_grafikenDt5_v2.png\" alt=\"Presence of Agencies on Social Media Sites\" width=\"662\" height=\"627\" \/><\/p>\n<\/div><\/div><\/div><div style=\"--awb-backgroundcolor:rgba(255,255,255,0);\" class=\"fusion-column content-box-column content-box-column content-box-column-3 col-lg-6 col-md-6 col-sm-6 fusion-content-box-hover content-box-column-first-in-row\"><div class=\"col content-box-wrapper content-wrapper link-area-link-icon icon-hover-animation-fade\" data-animationOffset=\"top-into-view\"><div class=\"heading icon-left\"><h2 class=\"content-box-heading fusion-responsive-typography-calculated\" style=\"--h2_typography-font-size:20px;--fontSize:20;line-height:1.4;\">Content is most posted on Facebook, Instagram and Twitter.<\/h2><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"content-container\">\n<p><img decoding=\"async\" class=\"lazyload aligncenter size-full wp-image-8191\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271001%27%20height%3D%27594%27%20viewBox%3D%270%200%201001%20594%27%3E%3Crect%20width%3D%271001%27%20height%3D%27594%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.webzunder.com\/wp-content\/uploads\/2017\/02\/1701124_infographic6Dt.png\" alt=\"Frequency of Posting on social media networks\" width=\"1001\" height=\"594\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Based on posting social media content at least once a week.<\/span><\/p>\n<\/div><\/div><\/div><div style=\"--awb-backgroundcolor:rgba(255,255,255,0);\" class=\"fusion-column content-box-column content-box-column content-box-column-4 col-lg-6 col-md-6 col-sm-6 fusion-content-box-hover content-box-column-last-in-row\"><div class=\"col content-box-wrapper content-wrapper link-area-link-icon icon-hover-animation-fade\" data-animationOffset=\"top-into-view\"><div class=\"heading icon-left\"><h2 class=\"content-box-heading fusion-responsive-typography-calculated\" style=\"--h2_typography-font-size:20px;--fontSize:20;line-height:1.4;\">Legal information was forgotten frequently.<\/h2><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"content-container\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">9% of Facebook profiles were missing this information compared to 38% on XING. All other social media networks are worse off.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Note: In Germany, it is required by law to access this information with no more than two clicks.<\/span><\/li>\n<\/ul>\n<\/div><\/div><\/div><div style=\"--awb-backgroundcolor:rgba(255,255,255,0);\" class=\"fusion-column content-box-column content-box-column content-box-column-5 col-lg-6 col-md-6 col-sm-6 fusion-content-box-hover content-box-column-first-in-row\"><div class=\"col content-box-wrapper content-wrapper link-area-link-icon icon-hover-animation-fade\" data-animationOffset=\"top-into-view\"><div class=\"heading icon-left\"><h2 class=\"content-box-heading fusion-responsive-typography-calculated\" style=\"--h2_typography-font-size:20px;--fontSize:20;line-height:1.4;\">The social media channels with the more diverse content mix are Twitter and Facebook.<\/h2><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"content-container\">\n<ul>\n<li><span style=\"font-weight: 400;\">81% of the top 50 German agencies share at least three different types of content on Twitter while 68% do so on Facebook.<\/span><\/li>\n<\/ul>\n<\/div><\/div><\/div><div style=\"--awb-backgroundcolor:rgba(255,255,255,0);\" class=\"fusion-column content-box-column content-box-column content-box-column-6 col-lg-6 col-md-6 col-sm-6 fusion-content-box-hover content-box-column-last content-box-column-last-in-row\"><div class=\"col content-box-wrapper content-wrapper link-area-link-icon icon-hover-animation-fade\" data-animationOffset=\"top-into-view\"><div class=\"heading icon-left\"><h2 class=\"content-box-heading fusion-responsive-typography-calculated\" style=\"--h2_typography-font-size:20px;--fontSize:20;line-height:1.4;\">Business networks LinkedIn, XING and Google+ are mainly used to share owned content.<\/h2><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"content-container\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">63% of agencies in Germany curate content from other users through Twitter followed by Facebook with 43%.<\/span><\/li>\n<\/ul>\n<\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><div class=\"fusion-text fusion-text-2\"><p><span style=\"font-weight: 400;\">Even if there are a few limitations to our study (e.g. the examined timeframe, other social media channels for agencies (such as <a href=\"https:\/\/www.behance.net\/\">Behance<\/a> and <a href=\"https:\/\/vimeo.com\/\">Vimeo<\/a>) and the simplification of certain criteria), the insights are interesting and give social media benchmarks for agencies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In conclusion, yes, agencies are active and we can say that they are a role model for other industries. Should you want to download the study (available in German only), <\/span><a href=\"https:\/\/www.webzunder.com\/de\/agenturen\/\"><span style=\"font-weight: 400;\">get it here!<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">How does the use of social media among agencies look like in other cities or countries? <\/span><span style=\"font-weight: 400;\">S<\/span><span style=\"font-weight: 400;\">tay tuned for more articles and insights about digital agencies.<\/span><\/p>\n<\/div><div class=\"fusion-aligncenter\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"https:\/\/www.webzunder.com\/en\/social\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Follow us!<\/span><\/a><\/div><div class=\"fusion-text fusion-text-3\"><h3>About us<\/h3>\n<p><span style=\"font-weight: 400;\">Our goal with this study is to understand agencies better and work with them to support their clients through social media. A full-service model is not ideal for small and medium businesses as it is not authentic for end-customers, does not fit their tight budget and does not communicate the expertise of the client. Instead, we recommend a hybrid model where the agency takes care of the strategy and idea generation while the client participates in the daily activity through a social media management tool such as <\/span><a href=\"https:\/\/www.webzunder.com\/en\/\"><span style=\"font-weight: 400;\">webZunder<\/span><\/a><span style=\"font-weight: 400;\">. webZunder makes social media easy for small and medium businesses and supports collaboration, both internally and with their agency. <\/span><a href=\"https:\/\/www.webzunder.com\/en\/free-trial\/\"><span style=\"font-weight: 400;\">Start your 14-day free trial<\/span><\/a><span style=\"font-weight: 400;\"> or get a demo!<\/span><\/p>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Social media is part of the daily activities for digital agencies. In fact, external agencies are responsible for 22% of social media activities. One would therefore think that agencies are most active online and in social media to show their creativity and out-of-the-box thinking. But is that the case? Do agencies walk the social media  [&#8230;]<\/p>\n","protected":false},"author":39,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[418],"tags":[471,49,96,472,163,193,473,474,244,260,292,294,475,476,477,451,452,478,479,480,481,482,483,353,401,403],"class_list":["post-8184","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-benchmarks","tag-blog","tag-facebook","tag-goolge","tag-instagram","tag-linkedin","tag-most-used-social-media-channels-among-agencies","tag-most-used-social-media-platforms","tag-pinterest","tag-quora","tag-snapchat","tag-social-media","tag-social-media-benchmakrs-for-agencies","tag-social-media-channels","tag-social-media-for-agencies","tag-social-media-networks","tag-social-media-platforms","tag-social-media-sites","tag-social-media-statistics","tag-social-networks","tag-social-platforms","tag-top-social-media-networks","tag-top-social-media-platofrms","tag-twitter","tag-xing","tag-youtube"],"_links":{"self":[{"href":"https:\/\/www.webzunder.com\/en\/wp-json\/wp\/v2\/posts\/8184","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.webzunder.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.webzunder.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.webzunder.com\/en\/wp-json\/wp\/v2\/users\/39"}],"replies":[{"embeddable":true,"href":"https:\/\/www.webzunder.com\/en\/wp-json\/wp\/v2\/comments?post=8184"}],"version-history":[{"count":1,"href":"https:\/\/www.webzunder.com\/en\/wp-json\/wp\/v2\/posts\/8184\/revisions"}],"predecessor-version":[{"id":15851,"href":"https:\/\/www.webzunder.com\/en\/wp-json\/wp\/v2\/posts\/8184\/revisions\/15851"}],"wp:attachment":[{"href":"https:\/\/www.webzunder.com\/en\/wp-json\/wp\/v2\/media?parent=8184"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.webzunder.com\/en\/wp-json\/wp\/v2\/categories?post=8184"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.webzunder.com\/en\/wp-json\/wp\/v2\/tags?post=8184"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}