Social Media Management

[getsetgonline]

Hi folks,
I am intrigued to hear feedback on social media management companies? It seems every man and his dog offer this, competition seems tough but they still charge a few hundred quid per month. We have had 3 calls already this month flogging these services! Is there really cash to be made...after all I have built up all our social media pages to have significant followers on our own. This was considerably more than at least 2 of the companies who called.
Perhaps we have missed a trick!!!??

 

[toastking]

I don't think you've missed a trick, I think they make money from 2 types of people

- people who believe they can do nothing of value and expect to get thousands and thousands of followers etc.
- people who don't know what to do and so want someone to come in and do it for them, thinking that the value of social media is in the vanity metrics and not in the actual conversations with customers.

 

[Peter Durrant]

Question: What is the most important single website for medium sized businesses? (In terms of social media at least)

 

[getsetgonline]

Question: What is the most important single website for medium sized businesses? (In terms of social media at least)

It would depend which market we are targeting...Facebook definitely the most effective for b2c and b2b I would say Linkedin. However for b2b, email is still the most effective form of communication for us.

I don't think you've missed a trick, I think they make money from 2 types of people

- people who believe they can do nothing of value and expect to get thousands and thousands of followers etc.
- people who don't know what to do and so want someone to come in and do it for them, thinking that the value of social media is in the vanity metrics and not in the actual conversations with customers.

Surely though these social media companies are just dealing with unrealistic expectations? Followers are fine but conversions are the important element...social media is a great communication tool but for actual SALES, we get far better returns from other channels.
I thought prices we were quoted were very high at £250 for 2 facebook post per week, 5 tweets and replies to comments. We post at least twice per day to all channels to keep the audience engaged and it takes no more than 5 minutes.

 

[fisicx]

We post at least twice per day to all channels to keep the audience engaged and it takes no more than 5 minutes.

And what is the result of all this posting? Are you getting lots of like or retweets or comments? Or are you seeing a flow of traffic to the site from these posts? Or is it making no difference whatsoever?

Have you tried not posting anything for a week and seeing what happens to your sales? I work with a lady who was in charge of marketing for a major brand. Their FB page had millions of likes. They closed their FB page and it made not one iota of difference to their sales. But my wife's hairdresser does all her marketing through FB, takes bookings and uses it to manage all her clients.

 

[HazelC]

Question: What is the most important single website for medium sized businesses? (In terms of social media at least)

This is really based on the business and what they sell / who they sell to. There are so many social media platforms out there and it really is dependant on who you are selling to as they won't be on all platforms.

 

[HazelC]

As a social media management company myself I hope to be able to help you understand what I do and how I think it should work / be sold as.

We sell it as a brand awareness thing - we don't promise sales and the only thing we guarantee is that we will post on the social media account(s) of your choice - then an additional level of service is that we then reply to people that get engaged.

We do nothing that people can't do themselves, we just do it as they haven't got the time or skills,

I hope that helps you understand it a bit better?

 

[AllUpHere]

My opinion is that social media marketing is usually unlikely to be useful for small businesses. Additionally, in the cases in which it can be useful, the worst thing you can do is pay someone to do it for you.

The types of businesses who can benefit from social media marketing are also the ones which require the business owner (or occasionally their own staff) to do the leg work themselves.

If anyone trying to sell you the service tells you it's for 'brand awareness' or to build your 'likes' or 'followers', put the phone down.

Edit. Hazel, sorry I've just seen your post and realise it looks like mine is in response to yours. My post was in response to the OP.

 

[HazelC]

My opinion is that social media marketing is usually unlikely to be useful for small businesses. Additionally, in the cases in which it can be useful, the worst thing you can do is pay someone to do it for you.

The types of businesses who can benefit from social media marketing are also the ones which require the business owner (or occasionally their own staff) to do the leg work themselves.

If anyone trying to sell you the service tells you it's for 'brand awareness' or to build your 'likes' or 'followers', put the phone down.

Edit. Hazel, sorry I've just seen your post and realise it looks like mine is in response to yours. My post was in response to the OP.

No worries, no offence taken I'm thicker skinned than that (Hey @fisicx ? lol)

I am interested though... if the social media management agencies aren't selling for brand awareness what are they selling for? Do you feel they should be guaranteeing sales? I certainly wouldn't do that but I am interested in your thoughts?

 

[Rob Gordon]

I view Social Media as useful for:
- brand awareness
- sharing interesting news / developments within your sector
- customer service

Those 3 things may lead to sales, or they may not. But they shouldn't hurt you if you engage well. It varies massively by sector though - some business areas seem to thrive on SM, others are sparsely used.

In terms of paying someone else to do it for you - there is certainly a skill to creating interesting content and engaging well with potential customers, so if its not something you're strong at naturally then having someone else do it makes sense.

 

[HazelC]

I view Social Media as useful for:
- brand awareness
- sharing interesting news / developments within your sector
- customer service

Those 3 things may lead to sales, or they may not. But they shouldn't hurt you if you engage well. It varies massively by sector though - some business areas seem to thrive on SM, others are sparsely used.

In terms of paying someone else to do it for you - there is certainly a skill to creating interesting content and engaging well with potential customers, so if its not something you're strong at naturally then having someone else do it makes sense.

Glad to see I'm not alone on that thought process

 

[ZeroDouble]

No worries, no offence taken I'm thicker skinned than that (Hey @fisicx ? lol)

I am interested though... if the social media management agencies aren't selling for brand awareness what are they selling for? Do you feel they should be guaranteeing sales? I certainly wouldn't do that but I am interested in your thoughts?

I would have thought that helping to generate leads by engaging with their target audience and enticing them into their sales funnel would be a better way to sell it?

 

[john1989]

My dad has a janitorial supplies business.


We set him up on Facebook and started advertising on local selling pages. Revenue from Facebook grew to around £4k per month within 3 months.


After 6 months, Facebook turned his account into a page. This meant he could no longer actively advertise on the selling pages. His revenue from Facebook is now around £500.


Very frustrating, but at least he didn’t rely entirely on Facebook for his sales. It would have been destroying for a small business that relies solely on Facebook as a sales channel.

 

[UKcentric]

Interesting - we also offer social media management.

The reasons: all companies have to build up a level of credibility, trustworthiness, and authority.

Credibility: customers will want to know the company is real and bona fide;
Trustworthiness: what are other people saying about the business?
Authority: does the company know what it's talking about - am I buying from the experts?

Social media engagement can be an extremely effective way of building these perceptions, which all customers will be looking for when they buy - especially first-time buyers.

Of course social media can be done in-house, but very often business don't have time to dedicate to this, and experts in the field may well be better qualified.

SMM companies should be looking to thoroughly understand your business, tone of voice, and above all understand your customers - their likes, dislikes and values. Then they can help you with developing great ideas for social engagement to drive your brand forward.

Ultimately new customers want backup when they're thinking of buying and social media helps because it shows publicly how you are engaging with your other customers. Like anything else, you can become an expert on this - or you might want to get on with building your business in other ways and allow an external expert to help.

 

[fisicx]

All well and good but if all this social activity doesn't lead eventually to new business then it's just a drain on resources.

Brand awareness keeps getting mentioned as a good use of SM but in reality this just fluff and nonsense. I get all sorts of junk on my facebook feed and I can't remember a single marketing post that appeared. But if my mate posted about something he brought or a service he used (and not by sharing) then I might take notice.

Engaging with people can be productive but most SMM bods just keep churning out promotional material which gets ignored.

 

[LowPrices.uk]

Just do it yourself, it's not rocket science ... and use Hootsuite as it helps you schedule posts which makes life easier.

 

[LawHound]

I have always thought it odd to have a Social Media company phoning up to tele market! As to usefulness it's, as with all things in business, a case of the agency showing value. Scheduling and providing low grade copy is not worth anyone's money, advising, setting up and running A/B Facebook ads, attracting quality followers, providing quality copy and contributing a winning strategy for spend ROI is a different matter entirely. I suspect from the calls we get that many Social Media 'companies' have read a book and set up business, not hard to sort the wheat from the chaff. The good agencies interview you and dig deep into your business marketing before pitching for work.

 

[UKcentric]

We don't view it as brand awareness exercise. It's all about sales, sales, sales, making those sales.

It can work at the top of the sales funnel by bringing your brand to the attention of people within your target market. That is "brand awareness". But it works most powerfully in the middle of the funnel at the consideration stage, when customers are considering their first purchase.

The figures vary depending on which studies you trust most, but it's clear that somewhere between 50% and 80% of shoppers consult social media when considering a purchase. They are looking for backup for their buying decisions.

 

[Breaking Good]

I'm not slating SMM companies here but personally my view is that the money can be better spent elsewhere. Say, £250 a month buys you 300-500 Adwords clicks. Are a few posts a week on social media going to deliver 300-500 relevant visitors to your site? There may be great value in social media but I think the money can be better spent on other channels

 

[AllUpHere]

No worries, no offence taken I'm thicker skinned than that (Hey @fisicx ? lol)

I am interested though... if the social media management agencies aren't selling for brand awareness what are they selling for? Do you feel they should be guaranteeing sales? I certainly wouldn't do that but I am interested in your thoughts?

I just can't see the point in social media management at all for small businesses. In my opinion using a company to manage your social media is fundamentally flawed.

In the rare case that a business can benefit significantly from social media it will usually be the 'social' aspect that is useful. For example, using it to connect with possible collaborative partners. When used in this way it is best done by the person looking to build a relationship, not by an 'expert'.

If I want to go out and make new friends, I'd go out and make new friends. I wouldn't pay someone who tells me they are good at making friends to do it for me.

I'd also add that (in my experience) social media experts as a group are fairly lacking in any kind of understanding of strategic marketing, so generally push or pull in the wrong direction anyway.

Once again, this is my opinion of the industry generally.

 

[Your Company Formations]

Social Media Management could certainly be useful for companies who don't have the time to run their own campaigns across networks such as Twitter, Instagram, Google+, Facebook, Linked in and YouTube to name but a few. You can understand regular updates to all these networks will take time out of your day, and if you are busy working flat out you can imagine this would be at the bottom of the to do pile.

If you are a sole trader and a busy one at that, I think a social media company could be really useful to you.

 

[fisicx]

...if you are busy working flat out...

...you don't need any more customers so by default you don't need SMM.

 

[AllUpHere]

...you don't need any more customers so by default you don't need SMM.

No-one likes a smart-arse.
Maybe that's why I have no friends.

 

[Your Company Formations]

Well that's not correct, so you are suggesting if someone is busy they shouldn't bother with social media? He may be busy now but he may be have a quiet period in the near future. Having an established social media following will help him when the quiet periods crop up. Its a much better position to be busy and turn work down, then have quiet periods with no work coming in.

 

[HazelC]

I just can't see the point in social media management at all for small businesses. In my opinion using a company to manage your social media is fundamentally flawed.

In the rare case that a business can benefit significantly from social media it will usually be the 'social' aspect that is useful. For example, using it to connect with possible collaborative partners. When used in this way it is best done by the person looking to build a relationship, not by an 'expert'.

If I want to go out and make new friends, I'd go out and make new friends. I wouldn't pay someone who tells me they are good at making friends to do it for me.

I'd also add that (in my experience) social media experts as a group are fairly lacking in any kind of understanding of strategic marketing, so generally push or pull in the wrong direction anyway.

Once again, this is my opinion of the industry generally.

People don't have time - the main reason my clients come to me is because they haven't got time to do it themselves. A lot don't know how to do it, but in the main they haven't got time. When you start up a brand new business you are often juggling lots of things and it can be useful to outsource what you can.

If it was flawed there wouldn't be businesses like mine out there and my clients wouldn't stay with me month after month?

But, as you say - that's just my opinion

 

[HazelC]

Well that's not correct, so you are suggesting if someone is busy they shouldn't bother with social media? He may be busy now but he may be have a quiet period in the near future. Having an established social media following will help him when the quiet periods crop up. Its a much better position to be busy and turn work down, then have quiet periods with no work coming in.

I'm in complete agreement Thoughts @AllUpHere ?

 

[fisicx]

He may be busy now but he may be have a quiet period in the near future. Having an established social media following will help him when the quiet periods crop up. Its a much better position to be busy and turn work down, then have quiet periods with no work coming in.

Disagree. If the SM is bringing in business and you are turning people away your reputation will soon go down the drain.

Rather than pay a monthly fee to turn people away it would be far simpler and easier to do a bit of direct marketing when it's quiet.

I'm not suggesting all SM is wrong, just that it doesn't work in the way you describe.

 

[AllUpHere]

People don't have time - the main reason my clients come to me is because they haven't got time to do it themselves. A lot don't know how to do it, but in the main they haven't got time. When you start up a brand new business you are often juggling lots of things and it can be useful to outsource what you can.

If it was flawed there wouldn't be businesses like mine out there and my clients wouldn't stay with me month after month?

But, as you say - that's just my opinion

Hi Hazel.

I think we may have to agree to disagree on this one. The fact that people use these services doesn't prove they are useful, nor does having your clients use you month after month. Very few small business owners critically asses their marketing spend and use their findings to make decisions. The vast majority of SMM clients will be such simply because they felt compelled to jump on the bandwagon, but didn't really have a sound reason for doing so.

As someone mentioned above, money spent on paying someone to manage a social media presence would be better spent elsewhere.

 

[Your Company Formations]

I understand FISICX regarding a social media following not necessarily generating significant business in most circumstances, but it can help with the main websites visibility and if your orders are of a larger value then it could make all the difference. Social Media Management isn't guaranteed to bring back a return on investment, but suited businesses can really benefit without any doubt.

In regards to your reputation going down the drain if you turn business away, I disagree again, if you are a builder and you have a lot of business in the pipeline it shows you are highly regarded and sought after, just one example.

 

[AllUpHere]

I'm in complete agreement Thoughts @AllUpHere ?

Again, as we seem to be in complete disagreement regarding how social media should be used, I think we should probably simply agree to disagree.

 

[Andrew Chambers]

Why would a business want someone who doesn't fully understand the business talking to their customers?

 

[fisicx]

...but it can help with the main websites visibility

How? The number of people who visit a website from SM posts are tiny and rarely targeted unless you are promoting Hallo Kitty to young girls.

.Social Media Management isn't guaranteed to bring back a return on investment, but suited businesses can really benefit without any doubt.

And that's the key. If your business isn't suited to SM then paying someone to post onh your behalf is pointless.

I In regards to your reputation going down the drain if you turn business away, I disagree again, if you are a builder and you have a lot of business in the pipeline it shows you are highly regarded and sought after, just one example.

And if you are hightly regarded and sought after you aren't going to have a quiet period and don't need SMM. Don't know how many builders you know but most of their work comes form referrals not by having a FB page. If they need more work £100 spent on adwords will be far more effective than a load of tweets.

 

[Andrew Chambers]

I think you'll find builders etc spend their marketing budget on the likes of my builder.com. I always use those sites when I need work doing, can't imagine how it would work trying to find tradesmen on Facebook!!

 

[HazelC]

Why would a business want someone who doesn't fully understand the business talking to their customers?

This is why we offer two services. One - we just post for you and then let the client know when there are queries.

Two - we post and respond, we do this with restaurants and similar that are very active, If we don't know an answer we use this crazy thing called a telephone and you can phone someone with it lol

 

[Andrew Chambers]

This is why we offer two services. One - we just post for you and then let the client know when there are queries.

Two - we post and respond, we do this with restaurants and similar that are very active, If we don't know an answer we use this crazy thing called a telephone and you can phone someone with it lol

Doesn't sound like it saves much time if you have to phone the business. And as a customer I would feel, I don't know, cheated? conned? if I found out it wasn't the business replying.

I'm sure you are very good at what you do Hazel, but to me having a third party corresponding to customers under the guise of being the business is a disaster waiting to happen.

 

[garyk]

All well and good but if all this social activity doesn't lead eventually to new business then it's just a drain on resources.

Brand awareness keeps getting mentioned as a good use of SM but in reality this just fluff and nonsense. I get all sorts of junk on my facebook feed and I can't remember a single marketing post that appeared. But if my mate posted about something he brought or a service he used (and not by sharing) then I might take notice.

Engaging with people can be productive but most SMM bods just keep churning out promotional material which gets ignored.

^^ That sums it up.

I post stuff regularly by scheduling posts to both linkedin and twitter using drumup.io because its free and it curates content that I want to promote to my audience. I was using buffer before until they (completely stupidly) decided to turn off their suggested content.

As someone else said better off spending money on advertising/ppc at least you can measure roi much better.

 

[Peter Durrant]

It might not make that much difference for a lot of small businesses agreed - social media can miss the point entirely and a business can certainly take off without it.

But there's always the occasion when the hooks of social media sink and and reel in a new demographic of customers - this can unearth new opportunities for growing businesses. Why not try to capitalise upon this possibility, even if it isn't a guaranteed success