Digital Account Management: Know Your Role (Bonus)

This is part seven of a six-part series (that’s right; this one is a bonus) recapping my presentation, “Happy Clients: An Intro to Digital Account Management,” from Podcamp Nashville 2011.

7. Know your role

Unless you work at an agency that only provides one service, you typically are advising your client on a number of specialties. Within the world of digital media and online marketing, this can span best practices in a Twitter strategy, to designing for the iPad to selecting the best content management system (CMS) to grow with the needs of your client’s organization.

You end up being the interface between your developer, your designer, your copywriter, etc., and your client. When your client has changes, opinions or edits, it’s tempting to lose sight of your role. Ultimately, it is your job to figure out the problem, and deliver the solution, but it may not be your job to create the solution, per se.

Hang with me here.

Say your client has an issue with the way a certain functionality works on the website. It’s your job to figure out why, ask a lot of questions, figure out what the real problem is. Ultimately, if the problem is a truly a development problem, it’s your developer’s job to find a solution. And that solution is almost always guaranteed to be a better solution than you or the client can come up with alone.

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