Knowing When to Say “No” as a Social Media Agency
In the early days of any social media agency, saying yes feels like the responsible thing to do.
Yes to every opportunity.
Yes to every client.
Yes to the brief that’s almost right.
For growing agencies and brands alike, saying no can feel risky - like turning down momentum in an already competitive social media landscape.
But here’s the truth most agencies learn over time:
Sustainable growth doesn’t come from saying yes to everything. It comes from knowing what to protect.
At Melbourne Social Co, a leading social media agency, learning when to say no has been one of the biggest unlocks in building a focused, high-performing, social-first business.
Why Saying “Yes” Can Hold a Social Media Agency Back
Saying yes too often usually comes from good intentions. You want to be helpful. You want to grow. You want to prove your value to new clients.
But for any agency working in social media, unchecked yeses can quickly lead to:
- Projects outside your core social media expertise
- Teams stretched too thin across platforms, content and strategy
- Clients who don’t fully value social-first thinking
- Diluted creative and inconsistent results
- Burnout disguised as ambition
If everything is a priority, nothing is — and that’s when a social media agency starts losing clarity on what it does best.
The Strategic Power of Saying No in Social Media
Saying no isn’t about being difficult or closed off.
It’s about being intentional.
Every time a social media agency says no to something misaligned, it creates space to say yes to:
- Stronger social media strategy
- Higher-quality content and creative
- Better performance across social platforms
- A healthier, more focused team
- Clients who trust the agency’s expertise
In a fast-moving social media environment, space is essential. It’s where clarity, creativity and performance live.
How Our Social Media Agency Decides When to Say No
At Melbourne Social Co, we don’t make decisions based on fear or short-term revenue. We make them based on long-term impact - for our clients, our team and the work we put into the world.
Before taking on new social media work, we ask:
- Does this align with where our agency is heading?
- Will this brand genuinely benefit from a social-first approach?
- Can we deliver this social media strategy at a standard we’re proud of?
- Is this the right fit for our team and our current capacity?
If the answer is no - even if the opportunity looks good on paper - we’re comfortable walking away. That discipline allows our social media agency to show up fully for the work that matters most.
Why Saying No Builds Better Client Relationships
One of the biggest misconceptions in the agency world is that saying no damages relationships. In reality, it often builds stronger ones.
Brands don’t need another agency that says yes to everything. They need a social media agency that can:
- Push back when something won’t perform on social
- Protect the integrity of the strategy
- Be honest about what will (and won’t) drive results
Clear boundaries lead to better outcomes - and better outcomes lead to long-term partnerships.
Saying No Is a Growth Strategy for Any Social Media Agency
Knowing when to say no is a sign of maturity - not just as a business, but as an agency.
It shows confidence in your value.
It shows clarity in your positioning.
It shows commitment to doing meaningful work.
And the irony?
The clearer a social media agency is about what it won’t do, the more aligned clients and opportunities tend to find it.
Want to work with our team? Get in touch today to discuss your upcoming projects.
Want to know more about what we're up to? Visit us on TikTok.
What I’ve Learned After 15 Years of Running a Social Media Agency
By Founder, Shelley Friesen.
Running a social media agency for more than 15 years has given me a front-row seat to how quickly platforms, trends and technologies evolve - and how much staying power really matters in business. While algorithms change and new channels emerge, the fundamentals of building a successful social media agency remain remarkably consistent.
Being Good at Social Media vs Running a Social Media Agency
One of the biggest lessons I’ve learned is that being good at social media is not the same as being good at running a social media agency. Creativity, platform knowledge and trend awareness are essential, but long-term success comes down to leadership, decision-making and direction.
As an agency grows, the role of the founder shifts from execution to strategy. The real work becomes setting standards, making confident calls without perfect information, and guiding a team through change while maintaining quality and momentum.
Why Momentum Matters in Social Media
Momentum is one of the most underrated advantages in business and in social media marketing. Platforms reward brands and agencies that move quickly, test ideas and adapt in real time. Waiting for perfection often means missing the moment entirely.
Progress comes from action, iteration and learning fast. In our experience, brands that succeed on social are those willing to launch, learn and evolve rather than overthink and delay.
Culture Is Defined by Behaviour, Not Perks
Agency culture isn’t built through perks or surface-level initiatives. It’s shaped by behaviour, standards and what leadership chooses to tolerate.
The expectations you set, the conversations you’re willing to have and the consistency of your leadership all determine how a team performs. Strong cultures are built through clarity, accountability and trust - not buzzwords.
Growth Reveals What Needs Fixing
Growth is exciting, but it also exposes gaps. Every new phase of scale highlights weaknesses in processes, communication and resourcing.
Sustainable agency growth requires strengthening foundations early rather than relying on scale to solve underlying issues. The most successful agencies focus on structure, clarity and capability alongside creative output.
Longevity Over Burnout
Burnout is not a badge of honour. It’s usually a signal that something in the system isn’t working. Long-term success comes from building an agency model that supports consistent performance without constant exhaustion.
Longevity - for both the business and the people within it - is the true measure of success.
How These Lessons Shape Melbourne Social Co
At Melbourne Social Co, these lessons underpin how we work with brands every day. As a leading Australian social media agency, we partner with ambitious businesses to deliver strategic, creative and performance-led social media marketing.
From always-on content and campaigns to influencer programs and brand storytelling, our approach is grounded in experience, momentum and a deep understanding of what it takes to build brands that last.
Want to work with our team? Get in touch today.
Want to see what we've been up to? Check us out on TikTok.
Introducing the AI Dividend Fund: Reimagining the Future of Work at Melbourne Social Co
At Melbourne Social Co, we’ve always believed that creativity and innovation thrive when people are supported, not stretched. Over the past year, as artificial intelligence has become part of our daily workflows, one thing became clear: AI can make work faster, but it doesn’t automatically make it fairer.
Across creative industries, we’ve seen the same story play out. The tools that promised to save us time have instead blurred boundaries, increased output expectations, and left little room for learning, rest or creativity. And while AI is often sold as the great equaliser, studies show it can just as easily deepen inequality - particularly for women.
Women make up the majority of the creative workforce, yet only 11 per cent hold creative-director roles globally. As automation begins to reshape marketing, media and design, many of the entry-level positions where women start their careers are also the ones most at risk of being replaced. Without intentional action, AI could easily widen the leadership gap rather than close it.
That’s why we created the AI Dividend Fund.
What is the AI Dividend Fund?
The AI Dividend Fund is Melbourne Social Co’s commitment to using technology as a tool for equity, not exhaustion. It’s a policy designed around a simple principle: if AI saves us time, that time should go back to people - not profit.
On average, our team now saves around four hours a month through AI-assisted workflows. Instead of absorbing that time into more work, we reinvest it directly into our people. Every staff member receives:
- Four paid hours each month to dedicate to personal growth or wellbeing
- $360 every quarter to invest in professional development across three key streams:
- Leadership - building confidence, communication and strategic thinking skills
- Creativity - exploring new forms of expression and storytelling
- Tech Upskilling - deepening their understanding of AI and emerging tools
This structure ensures that the benefits of automation flow back into human development - helping our team grow into the next generation of leaders across Australia’s creative and digital industries.
Why We Built It
AI isn’t replacing creativity; it’s reshaping it. But that transformation only works if we use the time technology gives us to do work that’s more thoughtful, more strategic, and more human.
The AI Dividend Fund turns those efficiencies into opportunity. It’s a tangible way to support women in creative industries to step into leadership roles, to experiment, to learn new skills, and to protect the creative spark that drew them into this field in the first place.
We like to think of AI as the broom that clears the path - not the artist making the work. The human part will always matter most.
Building a More Equitable Future of Work
As an agency, we’re proud to design systems that reflect our values: creativity, care and equality. The AI Dividend Fund is just one step toward building a future of work that serves people, not pace - a model where technology doesn’t replace talent, but helps it rise.
Because the future of work should belong to those who use innovation not just to move faster, but to build better.
Want to know more about our team and how we're shaping the next generation of creatives? Get in touch today.
How We Onboard New Clients to Set the Relationship Up for Success
(Spoiler: it’s not just a welcome email and a handshake)
At Melbourne Social Co, we’re big believers that how you start a relationship often determines how it plays out. So when a new client signs on with us, we don’t just jump straight into content creation. We take the time to set the foundations for a successful, collaborative working relationship - because trust, clarity and communication matter just as much as the creative.
Here’s a look at how we do things differently when onboarding new clients at MSC.
We start with people first
We recently introduced a new role at MSC: Head of Client Success (or HOCS for short). This role was created to elevate our client experience from day one. The HOCS leads the onboarding process, ensuring everything runs smoothly, expectations are aligned, and our new clients feel supported and excited from the get-go.
From there, our Account Manager is introduced early - often from the first call - and is deeply involved in the strategy process. This means the person running your day-to-day has context from the very beginning and isn’t just handed a strategy to execute. It’s a hands-on, invested partnership from day one.
Strategy comes before content
We don't do "set and forget" campaigns. Every new retainer starts with a strategic phase. We work with our clients to map out goals, tone of voice, key content pillars and upcoming campaign dates - all before a single post is scheduled.
Our Business Development Manager (the person who you first spoke to) doesn’t disappear once you sign on either. They stay closely connected and check in quarterly to review progress and ensure your retainer still aligns with your needs. Flexibility and responsiveness are part of our DNA.
Our Welcome Pack isn’t just for show
Once you're officially onboarded, you'll receive a beautifully designed Welcome Pack and a detailed onboarding checklist that guides you through exactly what we need to hit the ground running.
Some of the things we ask for upfront:
- Access to brand assets (logos, fonts, guidelines)
- Your preferred communication style and cadence
- Key campaign dates or product launches
- Social platform logins and ad account access
- Product delivery details for content shoots
- Google Drive access so we can collaborate easily
It’s a small thing that makes a big difference. Our clients often tell us how refreshing it is to know exactly what’s happening and when.
“It’s not just about gathering assets—it’s about showing clients from day one that we value their time and want to make the process seamless.”
— Shelley Friesen, Founder at MSC
Onboarding isn’t a one-time task
We see onboarding as an ongoing process. From our first WIP meeting to the first post that goes live, we're constantly refining how we work together. We check in. We ask questions. We adapt.
Because what sets agencies apart isn’t how they win a client - it’s how they keep one.
“When you get the onboarding process right, it builds trust. That trust leads to better creative, faster approvals, and longer-term partnerships.”
— Industry insight from Campaign US
Whether you’re a marketer looking for agency support or a fellow agency founder thinking about your own systems, we’ll leave you with this: a solid onboarding process isn’t just good admin - it’s a brand-building move.
Because how you make your clients feel at the start?
That sticks with them.
Want to know more about working with Melbourne Social Co? Get in touch today.
Two exciting new staff appointments at Melbourne Social Co following a strong quarter of growth
Melbourne Social Co is thrilled to announce two new staff appointments, following a very successful quarter for the agency, and a number of marquee new client signings.
The agency is thrilled to welcome Ebony Coatsworth, as a Social Media Executive. Ebony has carved out a really successful personal brand, marketing community and podcast series in ‘Can I Buy You A Coffee’ over the past few years, and we are thrilled to welcome her to the agency.
We also welcome Amy Torpy this month. Amy comes from a PR agency background and joins Melbourne Social Co as an Account Manager, bringing a wealth of experience across property and hotel portfolios.
We are thrilled to welcome both Ebony and Amy, and look forward to this experienced pairing working on key new client signings such as Oates, Epzen and Essano.
Lessons from a creative agency owner.
Today, our Founder Shelley is sharing 6 lessons she has learnt over the years as a creative agency owner.
I’ve been in business for over 13 years now, and have learned a thing or two along the way.
Here are 6 lessons from me, a creative agency owner.
1. Your people are your greatest asset.
Prioritising their well-being and growth is key to success, as is building a tight-knit culture based on mutual respect.
2. Trust and transparency will take you further than a fancy sales pitch can.
While big numbers, awards and sales tactics can land clients quickly, being open and transparent about recommendations and realistic results leads to stronger long term relationships with clients.
3. Grow at a sustainable rate.
While there are some out there 10 x-ing their growth each year, consistent, sustainable growth is key to staff and client retention.
4. Systems and processes are your saviour.
A simple playbook documenting everything you do as an agency will be your saving grace when things get crazy.
5. Reputation is everything.
The industry is small and you’ll cross paths with everyone more than once. Make sure every impression is a positive one.
6. Let your work speak for itself.
High-quality, creative work delivered on time, every time will become your greatest sales tool.
What would you add to the list? Let Shelley know on LinkedIn.
Want to work with our creative agency? Get in touch with us today.
Meet our latest passion project, Approved the Podcast.
Earlier this year, we floated the concept of an agency podcast. Let’s be honest, we ALL LOVE podcasts, especially those with the fun and familiarity of a chat between friends or family, that deep dive into the things we all want to know more about. Like maybe, what it’s like as a Gen Z climbing the career ladder at a creative agency?
Fast forward to today, as we launch Approved.
Hosted by social media experts (and sisters) Nicole and Hannah, Approved is a fun, fortnightly peek behind the curtains of the social media industry, where your hosts sit down to spill the tea about what it’s like to work in social media and all that it entails.
In each episode Nicole and Hannah will look at pop culture and how platforms like TikTok and Instagram influence our daily lives, and chat to influential up and comers in the industry about how the navigate the landscape to promote both themselves and their brands.
Delivered through the lens of Gen Z women forging impressive careers in marketing themselves, Approved the Podcast exists to help listeners unpack social media updates, learn from industry heavyweights and dabble in influencer ‘tea’, all shared with the familiarity that comes with a chat between sisters.
Listen now on Spotify.
Want to get to know Hannah a little better? Our recently appointed Head of Production recently sat down with Fashion Journal to share what it's really like to work at a social media agency. Read the article here.
Want to work with our agency? Get in touch with us today.
The latest news from Melbourne Social Co
It’s been a busy few months here at Melbourne Social Co!
Let us catch you up to speed.
Firstly, we have been thrilled to welcome two new team members to the agency, Jess and Nicole. Both join the Melbourne Social Co team as social media managers. Nicole comes to us from New Zealand, with a wealth of knowledge in the agency and client relations space, while Jess recently completed an internship with our agency, which gave us an opportunity to see her incredible creativity up close!
In other exciting team news, we’ve recently restructured our leadership team, leading to two newly created roles at Melbourne Social Co. We have been thrilled to fill these two new roles internally, with Hannah taking on the role of Head of Production, and Bridget taking on the role of Head of Accounts. These roles have been created to ensure our agency continues to provide the very best output in terms of content production and client servicing, and we’re thrilled for Bridget and Hannah to make these roles their own.
Finally, it’s been a busy few months with new client acquisition. Despite the climate of economic uncertainty, our agency continues to secure exciting new contracts, with a focus on property and hospitality, two industries that are very close to our hearts. We’re very proud of our growth in 22/23, and look forward to more exciting opportunities in the new financial year.
If you’d like to chat to our team about a marketing campaign or content production, please reach out.
Looking to begin a career in Social Media?
We’re often recruiting for a number of Social Media Manager roles at Melbourne Social Co. Each role we advertise tends to get hundreds of applications. Which, to be honest, is kind of amazing. To think that hundreds of people want to work at this wonderful business that we’ve created is a bit of a thrill really.
But, on the flipside, unfortunately it’s impossible for us to reach out to and interview every candidate that applies, as much as we’d love to.
So what makes a Social Media Manager application stand out from the rest? Here are a few things that we look for when reviewing applications.
Melbourne Social Co Celebrates Our 10th Birthday!
This year, Melbourne Social Co is celebrating 10 years in business.
I’m so incredibly proud of our business journey, from humble beginnings to now being recognised as one of Australia’s leading content-driven creative agencies.
I started Melbourne Social Co from my spare bedroom, as most start-ups begin, with one client and a lot of determination. As a person in my mid-20s at the time and of course, pre-kids - I loved working 60 hour weeks and throwing myself into the entrepreneurial game.
My client list quickly grew, and then so did my team, with my first hire being Rebekah Pickett, who has stuck with me (thanks Bek!) and now leads the team of 15+ creatives both here in Melbourne and around Australia. We’ve had 3.5 offices, a few different logos, many office plants (that sadly have not survived the journey) and an incredible predominately-female team of creatives over the journey. We have worked across almost every state in Australia (as well as a few ventures into NZ and Singapore) and have produced incredible work for household names like Fitbit, PETstock, BiC and more.
We’ve worked with SO many different businesses over the journey, from start-ups to global powerhouses, with both ends of the spectrum being equally rewarding.
While I understand that for many business owners, 2020 and now 2021 have been incredibly difficult, I am so proud to say that our team has gone from strength to strength over the past year in particular. Not only have our team adapted to working predominately remotely, but they have upskilled, hustled and continued to deliver incredible results over the pandemic period for our clients. In addition, we have on-boarded some of our biggest campaigns to date this year and are so excited to be working with some really great brands, such as Koko Black, Sass Clothing and Jenny Craig.
I’m so proud of our female-lead business, where we have been, where we are now, and where we are headed. Here’s to an exciting next 10 years!
Shelley
Melbourne Social Co Celebrates Nine Years In Business
Did you know that this month Melbourne Social Co celebrates our ninth year in business?
With a traditional fashion editorial background, our Director Shelley Friesen began forging a career in social media over ten years ago – establishing Melbourne Social Co in 2011. While pursuing IT wasn’t a stylish choice for a child of the 80’s, Shelley’s intuition to pursue social media was bang on (much like Olivia Newton John’s leotard in Let’s Get Physical!) “I got into digital marketing through identifying a need for businesses to embrace it. From my experience working in the editorial department of a fashion magazine and as a Marketing Manager for an Australian fashion and accessories label, I could see that social media was a tool businesses could adopt and utilise to connect with their consumers. Despite people’s hesitance at the time to take a leap of faith on such an emerging field, I decided to start my own digital marketing agency!”
Now a team of fifteen, most of whom can’t remember a world without selfies and Snapchat, Melbourne Social Co has been instrumental in building the digital presence of some of Australia’s biggest brands.
While 2020 has certainly presented its’ challenges for both our business and our wonderful clients, the power of digital and social media is greater than ever and we’re excited to be able to continue to assist small business owners in navigating this difficult time. (Read our top tips on using social media in times of crisis here.)
Want to get to know our team a little better? Click here.
Need assistance in navigating social media during the COVID-19 crisis? Our team of experts at Melbourne Social Co are here to help you. We can provide a range of services to assist your needs including virtual consulting sessions, copywriting, ad hoc graphic design, digital marketing campaign management and more.
We have a full team with all hands-on deck available to support you.
Our agency is also offering 50% off our online training resources during this time, should you be looking to upskill in social media management, strategy or content creation during your time at home. You can access our online courses here: courses.thesocialco.com.au and use the coupon code: upskillathome to redeem your discount.