Every month, your company publishes.
Someone gives it a “like,” some content performs better than others, and at the end of the quarter, there’s one simple question that’s hard to answer: What did all of this accomplish?
The difference between a social media presence that costs money and one that pays off almost always lies in the steps taken before publishing—in deciding which channels to actually focus on, what to say, and what to measure.
In the following paragraphs, you’ll find out how we work, what the service includes, and what factors influence the investment.
These are the three things an entrepreneur wants to know before making a decision.
Almost all companies reach the same point. The channels are in place, content is posted regularly, and the people managing them are competent.
Then growth levels off, and the internal discussion shifts to how much it costs to keep them open.
In our experience, the reason is almost always the same: the channels were opened one at a time, for various reasons, and were never designed with a common vision in mind.
Instagram showcases the product, LinkedIn connects with customers, and Facebook is still around because it’s always been there.
Each platform works in its own way, so none of them works for the others.
That’s what a social media marketing service is for: to establish a hierarchy for your channels, assign them specific tasks, and provide a way to measure results.
If, on the other hand, you’re wondering whether it’s worth investing in social media and how to measure your return on investment, strategic consulting on social media channels is the way to go.
The service supports both those who already have a social media presence and those who are just starting to build one.
These are the situations we encounter most often.
The four phases remain the same for every competency: this is what makes it possible to compare results from very different areas using the same standard.
Each phase of the FARO method provides the company with a document that remains in its possession even after the project is completed.
A social media marketing service includes channel strategy, an editorial calendar, content creation, publishing, community management, and performance measurement.
Paid advertising and collaborations with creators are treated as separate activities, each with its own budget and objectives. The scope is defined by the channels the company decides to actively engage with.
Strategy, content, community, and measurement take on different forms on each platform, because each has its own audience, format, and pace. On each channel, you’ll find out what the work entails.
Every project has a quarterly editorial plan: topics, recurring formats, channels, and dates—all in a single document shared with you.
From there, you can see in advance what’s coming out and when; the publisher’s work no longer depends on Monday-morning inspiration, and your team members know weeks in advance what they need to prepare.
Programming and data retrieval are handled by automated tools, so the time saved goes back to those who can put it to better use: understanding a customer, coming up with content, making decisions
Four factors are evaluated: the stated working method, the metrics the supplier proposes to measure, knowledge of the industry, and clarity regarding the scope of activities.
A reliable provider explains what the service includes, how long it takes to see the first results, and what the company is responsible for—even before discussing content.
A social media project is tailored to the company's specific situation, so the investment is determined after the analysis. These are the factors that determine it.
Two channels followed closely are more effective than five channels followed only half-heartedly. The hierarchy established in the first phase has a greater impact than any other variable.
A design that relies on graphics and text carries more weight than one built around photographs and videos shot on-site. It’s the voice that makes the biggest impact.
Posting every week and responding within a few hours are two separate commitments, and they are agreed upon separately.
The financial, legal, and food sectors each have their own communication rules. Complying with them requires a verification process that falls within the scope.
The first discernible signs usually appear within three months, with stable results emerging over a six- to twelve-month period. A project designed to span a year is more effective than twelve months taken one at a time.
Advertising campaigns and collaborations with creators remain separate line items with dedicated budgets: this is the only way to determine what results came from channel management and what results came from advertising spending.
The method remains the same; what changes are the language, the distribution channels, and the seasonal patterns.
Channel strategy, editorial plan, content production, publishing, community management, and metrics. Advertising and collaborations with creators are separate activities that are added as needed and have a separate budget.
It depends on where your audience is and what you have to show. A B2B company finds conversations on LinkedIn that aren’t happening elsewhere; a restaurant thrives on the opposite. The choice is made in the initial phase: when the channels already exist, you start with their data; when the company is just starting out, you start with the audience and the conversations already taking place in the industry.
With metrics chosen before getting started and aligned with the goal: leads generated, direct bookings, incoming inquiries from various channels, and the quality of conversations. The number of followers remains a secondary metric.
On existing channels, the first clear signs usually appear within three months. A channel started from scratch takes a few more weeks, because an audience needs to build up before it can be measured. In both cases, it takes six to twelve months to establish a stable picture: platforms reward consistency more than individual content.
Management builds a presence and relationships over time. Advertising gains visibility among a specific audience, with its own budget and objectives. The two activities work well together but are measured separately.
Both approaches work. We can handle the entire production process, or we can train the people who already work at the company and focus on strategy, formats, and measurement.
Yes, and it’s the most effective approach. Social media content feeds the website, the website captures inquiries, and organic search reaches those who are actively searching. The three elements work together.
Access to channels, information about products and news, and a point of contact who approves the content. We’ll handle the rest, following the schedule agreed upon at the start.
A 30-minute call to review the channels you already have up and running, understand what they’re producing, and give you honest advice on where to focus your efforts first.
