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So, you DON’T want me to make non-paid organic posts on Facebook?
Posted by on November 5, 2020 at 2:15 amCurrent/former social media agency professionals: why does my social media agency vendor not want me to make non-paid posts on Facebook?
BACKSTORY: I just started a new job as the marketing manager for a very successful local family-owned business. Don’t be fooled by that description. We have a very healthy marketing budget. We write big checks, but part of why I was hired is to verify our spending is of value and redirect the wasteful spending into other channels.
Our social media agency does our paid ads on Facebook, and I think they do a good job with it. They do not do any organic posts on our behalf.
I understand that our organic posts will only serve to 2-6% of our followers’ timelines, but it seems like a missed opportunity to just ignore it entirely. We have lots of great ideas on content we can post that our followers will find relevant. And we have ideas on how to get them to like, share, and comment more than they have in the past. Even if the reach and frequency is low, I think it gives our business some legitimacy to publicly show that we’re finally catching up on our digital strategy.
My agency says it is a 100% waste of my time to curate content, post, and engage our audience.
Can anyone help me find the kernel of truth hidden in the sales talk and account executive lingo?
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2 Replies
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It’s not a waste of time for one big reason.
You are engaging the team (hopefully they sales focused people) on customer facing messaging.Also it’s never a bad idea to engage with people who care about your business. You won’t be converting new customers but if you apply a good strategy for content you are reinforcing your brand with existing customers in social media.
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I work in paid social advertising – we consistently advise our clients that we will not be doing organic social media on their behalf, even if they pay us to do so. In terms of driving meaningful objectives (even things like reach or other brand awareness/upper funnel tactics), organic posts just do not have the same kind of reach they used to.
Without knowing the context of your entire conversation, is it possible that the social agency was simply saying that *they* don’t advise paying for them to do organic social due to the low ROI? I wonder what their answer would be to a question like, “Do you think there is any value in maintaining a consistent and polished organic social media presence?”
There definitely is value in a business maintaining their own social media presence to make sure it appears professional and up to date – but if you have the resources and the time you probably shouldn’t pay another company to do it
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