おすすめのSNS運用代行4選｜選び方から依頼できる業務内容まで詳しく解説！

企業公式SNSアカウントを運用したいが、炎上が怖い…

SNSアカウントを作ったはいいがフォロワー数が伸びず、形骸化している…

誰でも手軽にSNS登録できるようになった昨今、企業やブランド公式のアカウントも数多く誕生しています。

しかし、世間の話題を集めながら効果的なPRができているアカウントもあれば、フォロワー数が伸びず埋もれてしまうアカウントもあります。

今回は、プロのノウハウを頼りたい方向けに、おすすめのSNS運用代行を紹介します。

依頼できる業務内容や依頼先の選び方にも触れるので、参考にしてみましょう。

「SNS運用代行」をざっくり言うと

SNS運用代行は、アカウントの運用だけでなくマーケティングなども担当している
炎上対策やクリエイティブコスト削減のためSNS運用代行を使う企業が多い
複数のSNSに対応していたり、同業他社での実績が豊富だったりする運用代行がおすすめ

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SNS運用代行に依頼できる業務内容とは？

SNS運用代行に依頼できる業務内容は、主に下記の通りです。

SNS運用代行に依頼できる業務内容

SNSアカウントの創設
定期投稿
記事制作
写真撮影
動画制作
コメントやDMの対応
SNS広告運用
SNS分析・レポート
ユーザーへの「いいね」やRT

どこまで依頼するか相談しながら決めることもできるので、まずは詳しい内容をチェックしてみましょう。

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SNS運用代行に依頼できる業務内容①SNSアカウントの創設

SNSに全く詳しくない場合、アカウントの創設から依頼することができます。

登録だけでなくプロフィールの文言やアイコン画像の選定もしてくれるので、完了し次第すぐにSNSを使えます。

また、自社ブランドが多く創設したいアカウント数が多いときも、運用代行を使って工数削減するのがおすすめです。

SNS運用代行に依頼できる業務内容②定期投稿

同じ内容の定期投稿はもちろん、文言を変えた投稿やキャンペーンに合わせたプロモーションを依頼することができます。

投稿頻度やボリュームに応じて依頼費用が変動するものの、投稿し忘れを防げるのがメリットです。

また、機会損失につながらない最適なタイミングで投稿してくれるので、ビジネス効果も高いのが特徴です。

SNS運用代行に依頼できる業務内容③記事制作

コンテンツマーケティングも担当できるSNS運用代行の場合、記事制作も請け負ってくれる場合があります。

自社のブログやオウンドメディアに記事を寄稿し、SNSと紐づけることで流入数を増やします。

特に商品PR用のLPでは莫大な効果を発揮することが多いので、売上向上や認知拡大に貢献してくれるでしょう。

それ以外に、ブランドヒストリーが伝わるような記事や社員インタビューを制作してもらうことも可能です。

SNS運用代行に依頼できる業務内容④写真撮影

クリエイティブに強いSNS運用代行であれば、写真撮影を依頼できます。

商品・店舗・社員などの写真撮影を依頼し、SNSに掲載すれば文字だけでは伝わらない情報を掲載できます。

特にInstagramなど写真投稿が中心のSNSでは、ハイセンスな写真にできるかが重要なので、自信がないときはプロを頼ってみるとよいでしょう。

SNS運用代行に依頼できる業務内容⑤動画制作

写真だけでなく動画制作もできるSNS運用代行であれば、YouTubeやTik Tiok用の動画を依頼できます。

CMのように商品の魅力をアピールする動画から、トレンドのハッシュタグを使って話題に乗れる動画まで、幅広く制作してもらいましょう。

場合によっては長編ドキュメンタリー動画を制作してもらい、採用などのSNS以外の場で役立てることも可能です。

SNS運用代行に依頼できる業務内容⑥コメントやDMの対応

SNSに寄せられたコメントやDM（ダイレクトメール）への対応を依頼し、スピーディーな返信を心掛けるのも効果的です。

「リプライで問い合わせしたのにいつまで経っても返信がこない」と思われては、却って対応力のない企業だと思われてしまいます。

企業公式アカウントが形骸化する第一歩となってしまうので、特にしっかり対策を講じておきましょう。

マニュアルで答えられない問い合わせのみ自社に依頼してもらうなど、振り分けを頼むことも可能です。

SNS運用代行に依頼できる業務内容⑦SNS広告運用

SNS広告の運用を依頼し、出稿のタイミングや単価を調整してもらう使い方もあります。

プラットフォームごとに異なるユーザー層を見ながら広告を出稿してくれるので、自社で運用するより高い効果が出るかもしれません。

予算も都度相談しながら決めやすく、「気が付いたら膨大な請求になっていた」ということも起こらないのがメリットです。

SNS運用代行に依頼できる業務内容⑧SNS分析・レポート

新商品やイベントの投稿に対する反響分析や、自社アカウントの投稿分析などを依頼できます。

また、トレンド分析・競合分析・リスクモニタリングなど分析手法は多く、知りたい内容に合わせてレポートを制作してくれるのもポイント。

ビジネスインサイトの発見に利用しやすく、ターゲット属性に合わせた次のプロモーション戦略にも役立ちます。

SNSをどう有効活用すればいいかわからないときにこそ、SNS運用代行へ分析を依頼しましょう。

SNS運用代行に依頼できる業務内容⑨ユーザーへの「いいね」やRT

フォロワーへの「いいね」やRTを地道にコツコツ続けてもらい、自社の露出を増やす方法もあります。

特定のキーワードについて話している人に「いいね」することで、自社の認知が拡大することもあるでしょう。

無料で実行できる宣伝手法でもあるので、運用代行の手も借りながら自社で実施するのもおすすめです。

SNS運用代行を利用するメリットとは？

SNS運用代行を利用するメリットは、下記の通りです。

SNS運用代行を利用するメリット

自社の工数を削減できる
フォロワーを獲得できる
SNSからのコンバージョンを目指せる
クリエイティブコストの削減になる
炎上対策ができる

下記で詳しく解説します。

SNS運用代行を利用するメリット①自社の工数を削減できる

SNS運用は意外にも多くの手間がかかり、アカウントの規模によっては専任の担当者を置いているほどです。

片手間に投稿するだけの運用でよい場合は外部を頼る必要がないかもしれませんが、効果の最大化を狙うのであればそれなりの工数がかかることを承知しておきましょう。

とはいえ、SNS専任担当者を配置できる企業はそう多くなく、SNS運用代行を頼るのがひとつの手段となっています。

コストパフォーマンスに見合うか判断してから専任担当者を置きたいときも、まずは外注から始めてみるとよいでしょう。

SNS運用代行を利用するメリット②フォロワーを獲得できる

効果的なプロモーションにすることで、エンゲージメントの高いフォロワーを獲得できます。

フォロワー同士のコミュニケーションが活発になるためアカウント全体が盛り上がりやすく、ファンコミュニティの形成にも効果的です。

フォロワーが多いアカウントは「おすすめ」欄にも表示されやすくなるので、相乗効果が表れます。

SNS運用代行を利用するメリット③SNSからのコンバージョンを目指せる

SNSから自社のECサイトやブログに遷移してくれるユーザーが増えれば、コンバージョンが期待できます。

実際に商品の購入・資料請求・イベント申し込み・問い合わせなどにつながる可能性が高く、収益を支える要因になるかもしれません。

また、潜在層を顕在層に引き上げたり、そもそもの潜在層を増やしたりする効果も高いです。

プロモーション手法のひとつとしてSNSを活用し、コンバージョンを狙いましょう。

SNS運用代行を利用するメリット④クリエイティブコストの削減になる

写真撮影・コピーライティング・動画制作などを依頼できれば、クリエイティブコストの削減につながります。

専門の広告代理店や制作会社を頼ることもできますが、SNS運用とは別に考える必要があるので、二度手間に感じるかもしれません。

1社に全てを依頼することで打ち合わせや連携の工数が下がり、結果的にコストも下がります。

SNS向きの素材を用意できない！と感じるときは、無理せずプロを頼りましょう。

SNS運用代行を利用するメリット⑤炎上対策ができる

SNS運用で特にリスクと認識されているのが「炎上」であり、多大なダメージにつながることがあります。

ブランドイメージが下がるだけでなく、最悪の場合損害賠償などの請求につながることもあるので注意しましょう。

思わぬ発言が炎上してしまう他、担当者によるミス投稿なども課題とされています。

プロのSNS運用代行であれば炎上事例に基づく予防策を講じていることが多く、セキュリティ対策も万全なので安心です。

SNS運用代行を利用するデメリットとは？

一方で、SNS運用代行を利用する際はデメリットにも注目しておきましょう。

SNS運用代行を利用するデメリット

コストがかかる
自社にノウハウが蓄積しない
スピーディーな投稿には向かない

SNS運用代行を利用するメリット①コストがかかる

SNS運用代行を利用するには、当然ながらコストがかかります。

コストは運用代行会社ごとに異なりますが、依頼業務の幅が増えれば増えるほど高額になるため注意しましょう。

また、定期投稿の頻度が多いときや、「いいね」やRTの回数が多いときも、従量課金制でコストが増大する可能性が高いです。

お得なパッケージプランを利用するなどして工夫し、可能な限りコストを抑える対策が求められます。

SNS運用代行を利用するメリット②自社にノウハウが蓄積しない

SNS運用代行にばかり頼っていると社内にノウハウが蓄積せず、運用代行が離れた瞬間にアカウントの運営がままならなくなることも多いです。

完全初心者の状態から走り出しだけ手伝ってもらうのはおすすめですが、ある程度ノウハウがわかったら自走できるよう対策した方がよいでしょう。

運用代行に任せるSNSプラットフォームを少しずつ減らすなどして対策していけば、無理なく自走化が叶います。

SNS運用代行を利用するメリット③スピーディーな投稿には向かない

投稿内容やクリエイティブの詳細は都度打ち合わせで決める必要があり、チェック回数も多いことから、スピーディーな投稿には向かない可能性があります。

とはいえ完全に丸投げしてしまうのも危険なので、複数回の打ち合わせは欠かせません。

場合によっては、打ち合わせしている間に重大な機会を逃してしまう可能性もあるので注意しましょう。

SNS運用代行の対応力やスピードを判断しながら、依頼先を決めるのがポイントです。

SNS運用代行の選び方とは？

SNS運用代行選びに困ったら、下記をひとつの基準として据えてみましょう。

SNS運用代行の選び方

コンバージョン率など定量的な実績が豊富か
複数のSNSに対応しているか
同業他社での事例があるか
コストが妥当か
スピーディーなコミュニケーションが可能か

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SNS運用代行の選び方①コンバージョン率など定量的な実績が豊富か

コンバージョン率やフォロワーの増加率など、定量的な実績をチェックするのがポイントです。

これまでに運用してきたアカウントの数で評価する方法もありますが、基本的にSNS活用の目的は売上向上や認知拡大なので、定量的な評価も必ず実施しておきましょう。

アカウントを大きく成長させた実績のある運用代行であれば、信頼してお任せできます。

SNS運用代行の選び方②複数のSNSに対応しているか

SNSごとにユーザー属性や使い方が異なることを考えると、運用代行は複数のSNSに対応しているのが望ましいとされています。

特にユーザー数の多い下記SNSにはもれなく対応できるか、事前にチェックしておきましょう。

Twitter
Instagram
Facebook
YouTube
Tik Tok

なかには「YouTubeに特化した運用代行」などもあるので、自社の目的に合わせて使い分けていく方法もあります。

SNS運用代行の選び方③同業他社での事例があるか

同業他社でのSNS運用代行実績がある場合、ターゲット像や商材への理解が深い可能性が高いです。

成功事例も失敗事例も持っているのでアドバイスの質が高く、効果的な運用ができるかもしれません。

また、販売戦略やプロモーション法についてコンサルティングしてもらえる可能性も高く、SNS以外にも役立つ情報をもらえます。

同業他社・同エリア・同商材など、過去の実績と自社の共通点を探っていきましょう。

SNS運用代行の選び方④コストが妥当か

依頼費用を可視化し、コストが妥当かを判断します。

最初のうちは複数のSNS運用代行から見積りを取得し、コストを比較してみると相場がわかりやすくなるでしょう。

また、依頼がある限りランニングしていく月額費用や、都度必要になるオプション費用を明記してもらい、トータルでかかるコストを可視化していくことも大切です。

後になって「想像以上にお金がかかった」ということのないよう、対策していきましょう。

SNS運用代行の選び方⑤スピーディーなコミュニケーションが可能か

SNS運用代行で特に重要なのは、スピーディーなコミュニケーションです。

トレンドの移り変わりや世間の興味の推移が早いSNS業界では、タイミングを逃さず適切な投稿をすることが欠かせません。

しかし、スピーディーなコミュニケーションができず打ち合わせにばかり時間がかかる運用代行では、タイミングを逃してしまうことがあるので注意しましょう。

担当者のレスポンスが早いか、クリエイティブ専門チームがいて制作スピードが十分かなど、検証することがポイントです。

【最新版】おすすめのSNS運用代行4選｜料金・特徴で徹底比較

ここからは、おすすめのSNS運用代行を紹介します。

会社名	料金	特徴
株式会社バケット	30万円～	・ソーシャルメディア黎明期から培ってきたノウハウあり・既に約200社の長期支援実績あり・イベント中継やモニタリングレポートにも対応
株式会社メンバーズ	要問合せ	・デジタルクリエイターが2,000人以上在籍している・専門職種ごとに担当分野を細分化している・チームサポートに強みがあり、依頼できない業務がない
株式会社ライトアップ	5万円～/月	・課題や目的に合わせて担当業務を都度提案してくれる・アカウント立ち上げや運用ガイドラインの策定も可能・オウンドメディアや取材インタビューなど記事制作にも強い
株式会社ホットリンク	要問合せ	・TwitterとInstagram特化型の運用代行・ブログや口コミサイトの投稿内容も分析可能・データ分析を通じた原因特定、仮説検証、最適なプロモーションの提案

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SNS運用代行に関するよくある質問

最後に、SNS運用代行に関する「よくある質問」を紹介します。

気になる項目がある方は、チェックしてみましょう。

SNS運用代行を利用するメリットは？

SNS運用代行を利用するメリットは、下記の通りです。

自社の工数を削減できる
フォロワーを獲得できる
SNSからのコンバージョンを目指せる
クリエイティブコストの削減になる
炎上対策ができる

プロならではのノウハウを頼れるので、確度の高いSNS運用ができることがポイントです。

SNS運用代行にはどこまで依頼できる？

SNS運用代行が主に担当するのは、下記の業務です。

SNSアカウントの創設
定期投稿
記事制作
写真撮影
動画制作
コメントやDMの対応
SNS広告運用
SNS分析・レポート
ユーザーへの「いいね」やRT

依頼内容をカスタマイズできるSNS運用代行も多いので、困りごとがあればまず相談してみましょう。

まとめ

SNSがきっかけで自社商品が爆発的なヒットを記録した会社もあれば、炎上して多額の損害賠償などに苦しんでいる会社もあります。

適切な運用ルールとセキュリティ対策を設け、ターゲットへ確実に届くプロモーションができるよう、まずは自社の体制を振り返りましょう。

今後の運用にお困りの方は、SNS運用代行を利用するのがおすすめです。

今回紹介した内容をもとに、自社に合う依頼先を見つけてみてはいかがでしょうか。

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