Emails flying back and forth, missed deadlines, and endless revisions—this was Fragile’s reality before they discovered ZoomSphere. Like many marketing agencies, they faced the chaos of managing multiple social media platforms and client approvals with disconnected tools, leaving their team overwhelmed and their clients frustrated. But in 2015, everything changed. Enter ZoomSphere: the game-changer that transformed their workflow and brought clarity to the chaos.

About Fragile and its Team

Fragile, a full-service digital marketing agency based in Prague, specializes in media buying, social media management, influencer marketing, brand awareness, display, video and PPC campaigns, and integrated marketing strategies. With 16 years of experience, the agency serves clients like Sephora, Maspex, Čedok, Kenvue, innogy, Kia, BENU, Vileda, Pilot Pen, České dráhy, ECCO, Vermont, Hisense, Institut Esthederm and many others, Fragile is part of the Knowlimits Group, member of CEE Digital Alliance and is a Google Premier partner or Adform Partner. Every year the agency wins prizes in marketing competitions with its campaigns.

‍Martina Vaculíková, Head of Social Media at Fragile, has been passionate about digital media since her journalism studies in 2008 when she discovered Facebook. Starting as a marketing manager, she gained experience as social media emerged as a marketing force. When she worked at Albert, she extended the use of ZoomSphere to the demanding community management for an external team that she trained herself.

Now at Fragile, she leads the team and is also involved in social media and influencer marketing strategies for brands such as Čedok, PPL, Mountfield, Terezia or Institut Esthederm. Her almost 20-person team produces around 500 posts each month. Additionally, she manages the ZoomSphere Administrator account, overseeing connected channels and users while adjusting settings to meet team and client needs. “Managing our ZoomSphere account allows me to tailor the platform to fit our unique workflows and client needs,” she explains.

Martina values ZoomSphere for its efficiency in managing campaigns. “With ZoomSphere, clients have complete visibility on each post from draft to approval and can leave feedback directly within the platform,” she says. This feature reduces lengthy email exchanges and enhances collaboration. Her favorite aspects of ZoomSphere include its intuitive user interface, automatic publishing capabilities, responsive in-app support, and excellent customer service. “ZoomSphere has truly become the backbone of our client relationships and our secret weapon for efficient social media management,” she concludes.

Martin Buřič, who has been working at Fragile for almost four years, plays a pivotal role in executing the agency's social media strategy. His experience with various social media tools—including Emplify and Kontentino—has led him to favor ZoomSphere for its user-friendly interface and collaborative features. “Other tools are not as easy to navigate around; scheduled content is not as clear, and it took me time to find information. Simply their UX/UI was way behind ZoomSphere’s,” Martin shares. He appreciates that ZoomSphere is built for team-client collaboration and offers many handy features that save time for both his team and their clients.

Challenges Addressed

Before adopting ZoomSphere, Fragile faced several challenges:

• Fragmented workflows: The team relied on separate tools for planning, approvals, and communication, leading to inefficiencies.
• Lengthy approval processes: Email exchanges for client feedback were time-consuming and prone to miscommunication.
• Tool limitations: Previous tools lacked intuitive user interfaces and features like post previews and centralized calendars.
• Client feedback issues: Tracking and implementing client input across multiple platforms was cumbersome.

Implementation of ZoomSphere

Fragile adopted ZoomSphere to streamline its social media operations across 119 channels and 34 workspaces, producing around 500 posts each month. The platform's features have significantly enhanced the team's workflow:

• Centralized Collaboration: ZoomSphere allows clients to be invited directly to the Scheduler for post reviews and approvals. This eliminates lengthy email exchanges and provides clients with complete visibility on posts from draft to approval. Martina states, “Clients now have complete visibility on each post...saving us countless hours and speeding up our turnaround.”
• Content Calendar Management: The centralized content calendar facilitates transparency for influencer campaigns, allowing clients to track timelines and provide feedback seamlessly. This feature has simplified the management of complex, multi-language campaigns through the Post ID feature for Meta Ads Manager.

Workflow Optimization: Turning Complexity into Simplicity

The team at Fragile has tailored its use of ZoomSphere to meet the diverse needs of its client. The Scheduler app is essential for Martin's content planning process. He begins each month by creating empty post placeholders for various post types across specific days. “Creating templates for the whole month allows me to jot down initial ideas and plan content effectively,” he notes.

As he fills in these placeholders with images and video content, he also drafts copy directly within the Scheduler. This allows him to organize his thoughts while keeping track of deadlines. He uses post statuses extensively: once he uploads images and starts drafting copy, he changes the status from "Private Draft" to "In Progress," which is visible to clients. “Enabling access to the 'In Progress' status helps clients see that work is underway; they can provide feedback even before it’s ready for approval,” Martin adds. Additionally, Martin appreciates how the Scheduler visually displays all created content with colorful statuses that enhance clarity: “The really important part for me when it comes to the Scheduler is content clarity. It is very easy to read in the calendar thanks to the statuses and post visuals.”

The majority of Fragile's content—approximately 80-90%—is published automatically through ZoomSphere. This automation significantly reduces the time spent on manual posting, allowing Martin to focus more on strategy and content creation.

Approval Process: Smoothing the Path to Client Sign-Off

When a post is ready for client review, Martin changes its status to "To Approve." This action automatically triggers an email notification to the client. He explains, “Of course, I know I could also share my posts via ZoomSphere chat and deliver my posts to the client faster, but when dealing with corporate clients who are used to working with emails, adding their email address to the 'To Approve' status is really the best option.”

The flexibility of notification methods is crucial; some clients prefer push notifications while others favor email updates. “It really differs from client to client on how you share content for approval,” Martin notes. For monthly planning cycles, Martin often shares all posts for approval simultaneously. “Once I’m done with my planning, I change all posts’ statuses to 'To Approve' at once using the bulk status change feature.” This approach saves time and ensures that clients can efficiently review all planned content. The Discussion with Client feature is integrated into the Scheduler app, enabling real-time communication about post details. Martin explains, “This section is essential for my workflow; it allows us to discuss details and gather feedback early on.”

Content Organization: Tailored Approaches for Every Client

Martin employs different strategies for content organization based on client needs. For many clients, using separate Schedulers for each platform (e.g., Instagram vs. Facebook) is more effective. This approach allows him to focus on the unique requirements and characteristics of each platform, ensuring that the content is tailored appropriately. “When managing multiple posts for big brands, it’s easier to focus on one platform at a time rather than juggling all of them,” he states. This separation enhances clarity and organization, making it simpler to manage the specific visual graphics and copy that each platform demands.

Martin emphasizes the importance of clarity in content organization: “The moment you have to come up with a post plan a month in advance—especially for big brands—it’s just way easier to focus on one platform at once rather than all of them.” While some clients prefer a single Scheduler for all their platforms for a smoother experience and easier access to content, Martin finds that having separate Schedulers is often more beneficial for complex campaigns. This dual approach allows him and his team to adapt their strategy based on the specific needs of each client while maximizing efficiency in their workflow.

However, for campaigns that require similar content across platforms—such as product launches—Martin uses the Advanced Duplication feature. “This allows me to replicate posts across platforms efficiently while maintaining unique content tailored for each channel,” he explains. In cases where relevant information needs to be shared across channels, he can create "combo" posts targeting multiple platforms from a single Scheduler, which simplifies the process.

Mobile App

The mobile app of ZoomSphere has become an integral part of Martin Buřič's daily workflow at Fragile:

1. Client Interaction: The mobile app allows Martin to respond to client comments and inquiries anytime, ensuring that communication remains fluid even when he is away from his desk. “Thanks to the mobile app, I can respond to my client comments anytime and check any posts if needed,” he states.
2. Post Monitoring: Martin frequently checks the status of scheduled posts through the mobile app. This capability enables him to stay updated on what content is live and how it is performing. He mentions, “I can quickly see which posts are getting engagement and which ones might need adjustments.”
3. Manual Publishing: While the majority of Fragile's content—approximately 80-90%—is published automatically through ZoomSphere, some platforms require manual intervention. For instance, Martin manually publishes content for TikTok due to specific requirements like cover images or music integration for reels and stories on Instagram. “Automated publishing saves us a lot of time, but certain platforms still necessitate manual posting,” he explains.

Favorite Features

• Customizable Labels and Statuses: Martin finds these features invaluable as they enhance organization within his workflow. He uses colorful labels like "In Progress" or "To Approve" that help him quickly identify post statuses at a glance.
• Open Post URL: One of Martin's favorite features is the ability to use the Open Post URL function. This feature allows him to quickly check how a post will appear once published directly on social media platforms. “Once my Facebook post is in Approved status I can see directly on Facebook how the post will look like,” he explains. This capability ensures that any last-minute adjustments can be made before final publication.
• Using Idea Posts: Another valuable feature that Martin uses is Idea Posts, which serve as reminders for important tasks or upcoming content initiatives. He explains his preference: “I know that our new colleagues do use Quick Notes and Tasks for this purpose, but I prefer using Idea Posts as reminders—like changing a cover photo or profile image.” Despite newer features being available within ZoomSphere like Quick Notes or Tasks, Martin finds comfort in sticking with what he knows best: “You can't teach an old dog new tricks—I will always rather use Idea Posts,” he laughs.
• Post ID Feature: This function is particularly beneficial when collaborating with multiple agencies on paid promotions. It enables clients working with different agencies to share specific Post IDs easily: “Sometimes our clients work with multiple agencies; this function enables them to take the Post ID I create and share it with another agency for promotion.”

Analytics & Benchmarking App

The Analytics app plays a crucial role in Martin's reporting process. He uses it extensively for metrics tracking that his clients find valuable. “In the analytics app, I work with charts that my clients are interested in,” he states. Key metrics include follower trends and engagement rates; however, one standout feature is Admin Posts—posts that received the most reactions—which visually highlights successful content at a glance. “This feature not only shows which posts collected reactions but also links directly back to those posts for easy reference during reporting or presentations,” Martin adds.

For other clients who seek competitive insights, Martin uses the Benchmarking app, which provides valuable comparisons against competitors using publicly available data. Although not as detailed as some proprietary insights tools, these comparisons offer interesting context that helps clients understand their market positioning. “Even though these are pure publicly available data,” he explains, “the insights gained from Benchmarking are still very interesting for our clients.”

Results

The integration of ZoomSphere has yielded significant benefits for Fragile:

• Time Savings: By reducing the time spent on approvals and communication through automated notifications and centralized workflows, Fragile has improved overall efficiency.
• Enhanced Client Satisfaction: Clients appreciate the visibility into their content’s progress and the ability to provide feedback directly within the platform.
• Improved Content Clarity: The visually appealing interface of ZoomSphere’s Scheduler allows Martin and his team to manage numerous posts effectively—around 500 each month—ensuring clarity in content organization.

Conclusion

Fragile's strategic implementation of ZoomSphere since 2015 has revolutionized its social media management processes. By enhancing collaboration with clients and optimizing workflows—overseen by Martina Vaculíková as administrator—and optimizing operations through apps like Scheduler and features like Client Collaboration—Martina Vaculíková and her team—including Martin Buřič—have positioned Fragile as a leader in effective digital marketing strategies. The success of this case study underscores the importance of leveraging technology to improve communication and efficiency in social media management. Martin sums up his experience succinctly: “ZoomSphere combines intuitive design with powerful features that truly enhance our productivity—it’s become essential in our daily operations.”

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