Definitive Guide To Building Your Brand Presence on Facebook

Facebook Advertising

Definitive Guide To Building Your Brand Presence on Facebook

Facebook dominates social media, and that’s why both B2B and B2C companies must have a strong Facebook presence to overcome competition. An effective Facebook presence strengthens your brand by providing value and/or entertainment to your audience through posts, tabs, and other shared content. Here are 10 ways that you improve your company’s presence on Facebook:

Facebook Brand Page

Your Facebook page is the central hub of your brand. Creating a Facebook page for your company has many benefits; it makes your business discoverable in Facebook search, allows you to connect one-on-one with your followers, helps you reach a wider range of prospective customers and gives you deeper insight into your audience.

L.L. Bean’s corporate Facebook page connects with customers via cool photos, videos, and tips for outdoor adventures. The screenshot below shows how L.L. Bean also dedicates tabs to its “Free Shipping” policy, a “Base Camp” where customers can post photos using specific hashtags, and a “Join the Conversation” tab where you can sign up for L.L. Bean’s mailing list or follow its other social media accounts.

LL Bean Facebook Page

As L.L. Bean’s page demonstrates, your Facebook page is an extension of your business, and Facebook offers many methods of customization to properly represent that business.

In building your brand presence on Facebook, consider the following five tools:

Facebook Page Cover Photo

The cover photo backdrops your logo and rests at the top of your company profile page. The cover photo tends to change seasonally or promotionally to reflect relevant company updates and also allows you to creatively express your brand. Because of its large size, cover photos offer brands more real estate to work with, with a photo that can include brand messaging, campaign promotions, product images, and an endless list of options.

One of the best corporate cover photos is this one from Starbucks, which showcases products in-house in a warm, inviting way:

Starbucks Facebook Page

Facebook Profile Photo

This image stamping the bottom left corner of your cover photo is how Facebook users identify your company. It’s a small thumbnail that is attached to almost any action that you make across the platform. From posting in a group to posting on your own timeline, this image appears next to all of your posts as the HubSpot example illustrates below:

Facebook Hubspot Page

Facebook Page About Section

The about section is a tab in the navigation bar that resides under your profile photo and cover photo.

This section includes two elements. The first is your page information, which is your opportunity to share details about your company. This section includes sharing information—like a description, products, and links to other social media properties and your main website. See image below:

Facebook Page About Us Section

Facebook Page Milestones Section

The second element (refer to image below) is what Facebook calls “Milestones,” which lets you commemorate and share important events in the history of your brand with your followers, allowing your customers to experience your triumphs right along with you!

Facebook Page Milestones Section

Facebook Page Timeline Section

Your Facebook page allows you the ability to post updates for your followers. Posting on Facebook is a key way to build followers and fuel your paid advertising efforts.

These posts can be comprised of text, images, links, non-native video (like a YouTube link), native video (a video posted specifically and originally on the Facebook platform), slide decks, and photo albums.

The image below is from the Facebook page for Sugarbush Ski Resort in VT after the first sizeable snowfall of the season. From the Sugarbush example, you can see how the resort is keeping up with its followers in real time with information (a snowstorm) relevant to the resort’s services.

Sugarbush Facebook Page

Building Your Fan Base On Facebook

For marketers, building your fan base is a key activity to achieve through social networks. There are
a variety of techniques that you can use to build fan followings, and we’ll explore them in this section.

Creating regular posts is an integral part of building and maintaining your Facebook page audience. You want your audience to seek out your posts, and that’s why it’s important that your content is entertaining, engaging, and informative.

Concurrently, it’s important to post the type of content that appeals to your target audience at optimum times.

Facebook Demographics

Being the largest social media network in the world, your target audience in on Facebook. As of December 2021, the current audience demographics of Facebook were between the ages of 25-54 and male:

When To Post On Facebook

No two days are the same. According to directom.com, you should avoid posting content on Tuesdays. Other days have varied favorable windows.

For example—for Monday postings, you’ll want to post between 11:50AM-12:10PM. Wednesdays are different. The window is a little longer, between 11:30AM-12:30PM.

Interestingly, as the week progresses, the publishing window increases. Thursday, anytime after 3:00PM is a favorable time, and on Friday, the range falls between 3:00-6:00PM.

Weekends tend to be underutilized by many brands, but the secret to weekend success is to publish lighter stuff or upcoming social events.

What To Post On Facebook

Video is key on Facebook. Videos receive at least 59% more engagement than other post types. Notably, Facebook live video generates 2x the engagement of pre-recorded videos.

Facebook Content Opportunities

Live Video:

Facebook’s live-streaming video solution makes up 20% of all video on the platform. As 82% of people would prefer a live video over reading a social post, it allows brands to create a deeper connection with audiences.

Reels

Reels are displayed  at the top of the mobile Facebook newsfeed with Stories. Ads for reels provide an  opportunity for companies to extend the reach of their stories.

Stories

Facebook users are able content via Stories, which expire in 24 hours. These are easily reshared to Facebook when originally posting on Instagram. 

Facebook Ads

Videos tend to get a 20 to 30% increase in conversions compared to Facebook image ads.

Is your business established on Facebook yet? Are you effectively utilizing the social network to work for you? Don’t miss out on Facebook opportunities. Contact us today to increase your sales, reach, and more via the top social network!

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Instagram Tactics: Most Brands On Instagram Post Content Daily

Instagram Logo

Instagram Tactics: Most Brands On Instagram Post Less Than Once Per Day

Some interesting data from the Social Media Benchmark Report about how often brands are publishing content across social networks.

While brands publish the most often on Facebook (0.97 posts per day) compared to Instagram (0.7 posts per day), and Twitter (.86 posts per day).

social media stats 2019
social media stats

It is Instagram however, where brands are seeing the most engagement at they are seeing the most engagement at 1.60%.

Higher Ed dramatically outperformed other industries on Instagram again, while brands in other industries saw a slight drop: last year’s median engagement rate was 1.73%.

What is Working On Instagram?

More isn’t necessarily better on Instagram (or anywhere else, really): with the exception of Sports. Teams, the industries with the highest per-post engagement rates post less often.

instagram posts vs engagement

It's All About The Pictures

Sports Teams are seeing great engagement on Instagram, and are taking more advantage of highengaging carousels than many other industries this year.

Instagram Use By Sports Teams

Eight Steps To Creating The Best Instagram Post In 2022

How To Create An Effective Instagram Strategy

Instagram Ads

While the majority of ad impressions on Instagram are from feed posts, 42% are from Stories. Reel ads also offer an opportunity for increased reach and engagement.

Instagram Vocabulary

Feed Posts: The original post on Instagram, “feed posts” are photos, graphics, or videos uploaded to your profile’s grid, or main page.

Carousels Carousels are up to 10 photos or videos gathered together in a swipeable post, which often generates more engagement on Instagram.

Reels Reels are vertical videos of up to 30 seconds that are shared into a separate Reels-only feed on the platform.

Stories Stories are photos or videos that expire in 24 hours and are able to be saved permanently as a highlight on your profile.

Instagram Takeaways

Some takeaways from the the Social Media Benchmark Report that you can use to grow your social media presence on Instagram. 

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Definitive Guide To Building Your Brand Presence on LinkedIn

LinkedIn Advertising

Definitive Guide To Building Your Brand Presence on LinkedIn

A strong LinkedIn presence is essential for every company—not just those involved in B2B marketing. To build an effective brand presence on LinkedIn, consider the following LinkedIn assets:

LinkedIn Company Profile Page

Your company profile page (like the Evernote sample below) is where a user lands when he or she searches for your company or clicks on its logo from
another user’s profile. Company profile pages are a free LinkedIn service that provide business owners a venue to showcase his or her brand.

LinkedIn Profile Page Example

Because this is your company’s primary landing page on LinkedIn, it’s very important to insure the images and messages you choose properly represent your brand.

LinkedIn Page Logo

The logo informs users about your company in a small thumbnail, which is attached to almost any action
that you make across the platform—from posting a job opening to sharing a corporate news announcement.
BDM Logo

LinkedIn Header Image

Larger than the logo, the header sits at the top of your company profile page and offers companies more real estate to showcase creatively. Your header image can include brand messaging, campaign promotions, product images, or your staff (as the above image from Luxottica demonstrates), and it can also be frequently changed to reflect exciting and seasonally relevant company updates.

LinkedIn Profile Image

About Us Section

The about section beneath the header is your opportunity to describe your company, providing other LinkedIn users and potential clients insight into your company’s products and mission. Consider Microsoft’s Company Page below:
LinkedIn Image

Microsoft’s profile details the company’s goal (to empower other people and organizations with technology), how that goal is currently achieved (through collaborative ideas), and what the company provides to potential employees (an outlet to answer curiosity, passion, and ambition with quality tools, a resourceful community, and flexibility).

If you can provide detailed answers about your company to potential clients, then those clients will know exactly what your company does and how it can help them achieve their personal and professional goals.

Posting On LinkedIn

Like Twitter, Facebook, and other social platforms, LinkedIn allows your company the ability to share posts. Posting on LinkedIn is a key way to build followers and fuel your paid advertising efforts. These posts can include text, images, links, non-native videos and slide decks.

The image below demonstrates L’Oreal’s social prowess; the company links to content on flipboard.com and Youtube.com within its LinkedIn posts.

Loreal LinkedIn Post

Because LinkedIn is seen as a professional network, your content mix and tone should be professional and engaging. Additionally, we have found that educational posts perform very well on LinkedIn.

LinkedIn Growth Opportunities

Most active companies post frequently on the Company Page, and here are a few content tips that will make a critical difference in your company’s posting success:

Leverage Employees

30% of engagement on LinkedIn for a company comes from its employees. Consider your employees as a primary audience for content when deciding what to post, and use the “notify employees” feature occasionally to notify them about new posts from your page.

Video

We expect to see tremendous growth in video usage on LinkedIn in 2022.  According to a recent study, 68% of video marketers say they will include LinkedIn in their 2022 strategy, a 5% increase from 2021.

Tagging

Tagging members on LinkedIn and using hashtags in your posts on LinkedIn can increase reach, engagement, and website traffic. Posts with links performs 45% better than posts with no links.

Ready to enhance your company’s LinkedIn presence? Contact us today to increase your sales, customer base, and more!

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State of Marketing: Social Media Marketing Strategy

Social Media Marketing Tactics

State of Marketing: Social Media Marketing Strategy


Social Media was the #1 channel used in marketing in
2021. Social media use overall is at an all time high.
In November of 2020, the Baby Shark Dance video
(you know the song — do do doo doo do do … sorry in
advance for getting that stuck in your head) became the
most viewed video on YouTube with over 7 billion views.


8 in 10 companies invested in social media
marketing in 2021 according to the Hubspot State of Marketing 2021 Report.


Over the past year, companies have had to rethink their
entire strategy — many hired chief customer officers
to support the customer experience. Marketing and
leadership teams turned the mic over to their customers,
listening to how prospects and clients feel about their
interactions with the brand.


In 2021, the primary tactic for social media marketing was
social listening. By establishing a direct relationship with
your social media audience, you’ll learn exactly how to
support, engage with, and convert them into loyal brand advocates.

Social Media Marketing Tactics
Social Media Platforms

Braveheart Social Media Process

Successful social media marketing has matured from simply getting “likes” to acquiring new customers and increasing sales from existing ones. Four out of five marketers today view social media networks as critical distribution channels for their content.

We develop strategies that put your content on the platforms that your customers use. 

If you are looking to grow your following on social media and turn those followers into customers, contact us about our social media marketing services.

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What is geofencing?

What Is Geofencing?

What is Geofencing? Geofencing marketing is location-based ads where a user’s location is recorded via the internet, and advertisements are only shown to people in

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How To Select A Programmatic Advertising Agency

programmatic advertising agency

How To Select A Programmatic Advertising Agency

One of the follow-up questions we got from our recent post on programmatic advertising was how do I pick a programmatic advertising agency? There are a lot of lot of companies out there in the programmatic space. How can I make sure that I am picking the right one?

To answer that question I turned back to programmatic expert Tom Burke from Centro. This is what he had to say.

When picking the right programmatic advertising agency for your business, here are two things to consider.

The first consideration are tactical, day-to-day media-based questions. These are a bunch of boxes you should check around inventory sources and supply-side, what exchanges are they integrated in, how many PNP deals they have, what type of data they have, etc.

11 Questions To Ask A Programmatic Advertising Agency

  1. What do you classify yourself as? A trading desk? A DSP? Something else?
  2. What DSP do you use? is it different based on inventory type (desktop, mobile, video)? Is it your own or a 3rd party?
  3. If you are a DSP, do you have a self-serve interface and if not, do you have any plans to put one in place?
  4. Do you have your own direct PMP deals or do you trade on the open exchanges?
  5. What split of retargeting vs prospecting are you proposing and can this be monitored ongoing?
  6. What are your fees and how are they calculated?
  7. What buy models do you support? CPM, CPC, CPA?
  8. What post view and post-click conversion window will you apply to my activity?
  9. Is there anything automated in your bid optimization process or is it managed by people?
  10. What third party data providers do you typically use?
  11. What level of transparency do you provide on reporting? Can I get a domain list including impressions served?

While you need to check these boxes, realistically the majority of the day-to-day work has become so commoditized at this point, that it would be a red flag if someone could not answer clearly any of these questions.

The second consideration is how does programmatic advertising fit into your business? This is the question that  I’d recommend, almost every agency – especially in the mid-tier – focus on answering.

The two questions I ask agency partners about choosing a programmatic advertising agency are:

The IAB released a study in May 2018 indicating that 18% of programmatic advertisers have completely brought programmatic media buying in house, while an additional 47% have at least partially done so.

If you are thinking about bringing your programmatic services in-house, here are four things to consider:

What’s does “in house” mean to you?

A closer look at the IAB data indicates that few advertisers are aligned on what “fully in house” means.

For instance, some brands viewed taking their entire programmatic process in house as working directly with a DSP instead of using a creative agency to help execute buying. To others, it meant having their agency of record provide them with a programmatic strategy while their in-house team performed the media buys. 

You Will Need an In-House Team

The number of people you’ll need to develop and execute your programmatic media depends on how much of the process you’re bringing in house. Some brands have brought in programmatic department heads, but continue to have an agency of record with whom their experts work to develop the programmatic strategy to execute buys. Others have essentially modelled the structure of a trading desk to manage strategy and execution. Any one of these structures can work, but all require that you staff up a team of programmatic experts.

In-House Programmatic Advertising Is About Data Management

Programmatic media buying requires tons of data—collecting, aggregating, layering, and swiftly drawing actionable insights from it. Depending on your strategy for taking programmatic in house, you may need to take some or full responsibility for managing your data, which would require an experienced (and expensive) data science team.

A Long-Term Programmatic Strategy Is a Must

As with everything in digital media, programmatic advertising buying will not remain stagnant. Technology, key players, channels, and formats will continue to change and evolve. Many companies have built their entire business model on this evolution. Therefore, your strategy needs to account for, and proactively address, the constant changes in the industry.

That means hiring exceptional talent that fully understands the landscape, and can act autonomously to address innovation. It also means providing employees with ongoing opportunities to continue their industry education.

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How To Pick A PR (Public Relations) Agency

PR Agency

How To Pick A PR (Public Relations) Agency

This is a really difficult time for businesses from a publicity standpoint. A global pandemic, mass layoffs and a presidential election are taking up most of the media space, both online and offline.

What should a business owner, who is looking to get publicity for their business do? Should they keep their PR in-house, or should they go and hire a PR agency?

To answer that question, and talk more about how do you pick a public relations agency, I spoke to PR expert Karyn Martin from Golden Thread Agency.

Do you stay in-house with a PR team or a person or do you bring in a PR agency? There’s a number of factors to consider here in making that decision. Certainly budget, bandwidth… 

Whether you’ve got somebody in-house or an agency team or person, there’s a financial commitment there that you’re making to public relations.

Certainly I’ve been an agency person for decades and now I’ve stepped out on my own, and I’d like to think that the position that I’m in now I’m best suited to be helping clients make decisions like this, to suss it out based on those factors that we can look at.

And while I do think that financially it’s going to be probably less expensive to go with an in-house person, you have to look at the trade-offs for that.

One of the trade-offs is losing the technology resources that a PR agency has access too. If you manage your PR in-house, can you afford to invest in the tools needed to accurately measure the success of your PR efforts? That’s why you have agencies who spend tens of thousands of dollars, if not hundreds of thousands when you get to the bigger agencies on technology.

Hybrid Model

One popular option is to hire a consultant or small PR agency to work with internal teams. The Consultant or agency can develop the strategic approach and PR blueprint, that the inside team can then go and execute against.

Six Questions To Ask Before Hiring A PR Agency

1. Is there a fit?

Your PR agency is your voice to the outside world so who will be working on your account is critical. In a big agency, the top manager pitching the agency’s service may not be working directly with you. The agency may assign the job to less experienced professionals. Ask to meet all team members who will work on the account to examine their backgrounds and track records. Meeting all the personnel will give you an idea of the chemistry that will evolve between the agency and your business.

2: Big agency versus small agency?

There are advantages to both small and large agencies. Small pr agencies offer direct, personal service. Small firms are usually more flexible on pricing. The individuals who actually do the work are usually the same individuals who pitched you. Larger firms usually operate in teams that offer more viewpoints, varied talents and experience, flexibility and manpower. They usually take on clients with larger budgets.

3: Agency and Industry Experience.

Does the PR agency have proven experience and results working with similar companies to yours? A PR agency that has experience in your vertical will be able to get results quicker, than someone who has not worked in your market before. Beware of conflicts of interest if other clients are direct competitors, and agencies that cannot differentiate your company from competitors in the sector.

4: Media Connections

Has the agency achieved the type of media placements that you expect to get across print, broadcast and online media? Is the agency well-versed in managing remote media interviews?

5: How do you incorporate social and digital media in your PR campaigns?

PR is now closely integrated with social media. Look for a PR agency or consultant who is familiar with these trends and, more importantly, knows how to harness them for PR. Ask for specific examples of how they’ve used digital or social to help a client reach their goals.

6: How do you measure success?

How will you and the agency measure success? Learning what metrics they prefer will help gauge their PR measurement abilities. High-quality PR agencies now use PR metrics such as share of voice, message resonance and changes in brand sentiment over time.

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Are Your Outdated SEO Tactics Costing You Traffic?

Are Your Outdated SEO Tactics Costing You Traffic?

“Eighty-nine percent of sites that ranked seven years ago are not ranking now.”
Marcus Tober
SearchMetrics
Search Engine Optimization (SEO)
“that used to have at least one ranking in the past on keywords with at least a search volume of 10,” he checked to see how many of the domains still had at least one ranking. The conclusion? In the top 30 results, Tober found that “Only 11% [of these domains] are left!”

Via this historical data, we can see that 89% of websites that ranked in the top 30 positions on Google seven years ago no longer rank in the top 30 today. The big question is why?

While doing some technical website audits recently, it struck me that a lot of the websites that I am reviewing are seeing declining search engine traffic because of previous Search Engine Optimization tactics.

What is unusual about these sets of websites is that the SEO recommendations that were implemented were not black hat or spammy. They were part of the SEO Playbook at that time.

But a series of Google algorithm updates have not only negated these recommendations but are hurting the websites now.

Panda: Assigned lower ranking to “low-quality” websites. In other words, sites that provide bad user experiences because of low quality, poorly written content, or bad navigation move to the bottom of search results.

Penguin and SEOPenguin: Removed “over-optimized” websites that didn’t deserve high rankings. In an effort to boost SEO, companies would buy multiple website domains and then create websites with a blog or two that linked back to the main website. Google released the Penguin update to stop this practice and ensure good user experiences.

Hummingbird and SEOHummingbird: Adapted Google’s algorithm to manage smartphone searches and voice recognition applications. These major updates now comprise the new playbook for optimizing websites. If you want to rank well on Google queries, make sure you follow the new rules and drop outdated practices.

What are the outdated tactics that could be getting you in trouble today? Here are the three most common SEO tactics that I see hurting websites now:

1. Thin Content

An often-used SEO tactic was to focus on one keyword per page. So, if you sold widgets for example you might have the following pages:

● Widgets Main Page
● Blue Widgets
● Red Widgets
● Yellow Widgets
● Black Widgets

Often the only difference between the pages for Blue Widgets and Red Widgets were that one page contained the phrase “Blue Widgets” and the other contained the phrase “Red Widgets.”

Starting with the panda update, Google now emphasizes themes instead of keywords. Instead of having all those sub-widget pages, what Google is looking for is one main widgets page. Google’s algorithms are smart enough to understand that if you have a widgets page talking about the availability of various colors, then “blue widgets” and “red widgets” are key phrases that are related to that page.

I see pages today that rank and drive traffic for hundreds of keywords with many of the hundreds not actually on the page but related to the content of that page.

LOreal

For example, according to SEMRush, this page on the L’Oreal website ranks for 4,400 different keywords. 

As the L’Oreal page shows, it’s not necessary to flush a page with a multitude of keywords or have a multitude pages for variations of the same product. One page thematically appropriate can rev the right traffic from Google.

Thin or duplicate pages are one of the biggest reasons I see for declining search engine traffic. If you are retaining any of these types of pages on your site, now is the time to update and show Google that your site is worth a high ranking.

2. Page Speed

For years, website owners never paid much attention to website speed. Flash, slideshows, video, and parallax scrolling were all added to websites to make them more closely resemble magazines and TV shows.

But in 2014/15 Google made it clear that bloated and slow loading websites created a bad user experience, and page speed became a larger component in Google’s ranking algorithm, especially when it comes to mobile.

A slow loading page increases your bounce rate and lowers your organic rankings, resulting in less search traffic. How fast does your page load?

Pingdom Report

Check the speed of your website here . Does your website load in under 2 seconds?

3. Broken Links and Error Pages

A 404 or not found error is when a user (or search engine) clicks a link and lands on a page that no longer exists.

From a search engine perspective, 404 errors are wasted resources. But more importantly I have seen websites, like the one below, experience a significant decrease in search engine traffic after a jump in 404 errors.

404 Errors

And that makes sense. If you are Google and you keep crawling a website and finding pages that no longer exist, why would you put that site high up on the search results page?

The longer a website has been up the more likely they are to have broken links. And that is because over time employees come and go and product changes and website redesigns alter the URL structure. Have you experienced any of these over the last couple of years? If the answer is yes, what happened to those webpages?

Even on the best optimized website, users end up on pages that no longer exist. The key to a good user experience then is a useful 404 page.

Four ways to create a useful 404 page are:

 

● Tell visitors clearly that the page they’re looking for can’t be found
● Use language that is friendly and inviting
● Make sure your 404 page uses the same look and feel (including navigation) as the rest of your site
● Consider adding links to your most popular articles or posts, as well as a link to your site’s homepage as Moz has below:

Moz 404 Page Example

Whether or not your site has been impacted in a noticeable way by these Google updates, every site has things to clean up and to optimize in a modern way.

The sooner you understand why Google is sending you less traffic than it did last year, the sooner you can clean it up and focus on proactive SEO that starts to impact your rankings in a positive way.

Don’t let your site get bogged down by old school SEO tactics. Contact us today as see if your site meets Google’s Best Practices!

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How Do You Select A Social Media Agency?

Social Media Agency

When To Select A Social Media Agency

One of the questions that we get asked a lot is when is the should I use a social media agency for social versus when should I do it in-house with the people that I have?

It’s a great question and I turned to social media expert Amanda Fountain to answer that question. This is what she had to say:

Hiring A Social Media Agency

One of the reasons why a company would consider using a social media agency is to develop a social media strategy.

A social media strategy is one of the key building blocks to being successful on social media. A strategy identifies who your target audience is. What social networks they are on? What messaging they respond too? What types of messaging they do not respond too?

A second reason to engage with a social media agency is to produce more content.

A third reason is to listen and engage with your audiences on social media. Listening is an overlooked aspect of a successful social media strategy. The bigger you are as a company, the more risk you have of missing conversations about your brand if you don’t have someone monitoring and listening all the time.

“By providing great customer service through social comments, you not only retain existing customers but also win new ones.”

Handling Your Social Media In-house

When does handling your social media accounts in-house work best? If you know that your audience is not really active on social, that it is not where you want to talk to your audience then having internal resources handling your social media accounts make sense.

In this scenario, your in-house person just focused on posting content and responding to whatever comments are left.

Agency + In-House Model

The obvious best model is when you have a social media agency partner and someone -in house that’s your social media expert.

You have your in-house person who can lead what needs to happen, can share all that in-marketing insight from the other pieces that are going on, and help with the execution pieces of it.

Your agency partner then becomes your strategist, your person that’s there to tell you what’s happening, tell you what’s going on, counsel you to make changes or consider new things. To push you in new ways that if you’re in the trenches day to day, it’s not always easy to see those things.

So that’s a good model, having a social media agency partner who can be your strategist, and then the in-house person that can oversee implementation and execution of your social medium campaigns.

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