When I started this job in Rome, I was taught that publishing as often as possible was THE winning way to manage a business profile. Then, something changed…
In 2016, I clearly remember that the first entreprises I worked with were enthusiastic about seeing a daily publication on their profiles. And they were quite disappointed when I suggested to stop publishing that often, after a while.
Even when I got my first own clients, publishing contents was the main focus of my social-media-activities. I was not used to create editorial plans, so that I could publish whenever and whatever I judged appropriated. Instant marketing didn’t need to be approved.
It was all about creativity.
In the web agency I work with, we used Facebook Ads just in order to supply the absence of active posting, during the weekend. It was an instrument for maintaining the Facebook pages visible. In fact, most of my clients invested about 40 euros per month (!) in social media advertising.
Then, “They” came.
Then, something changed. The organic reach of page posts decreased DRAMATICALY. So, advertising started to become more and more important, in order to gain visibility on social media.
The changes on Facebook’s algorithm strongly impacted on social media management.
Posting required to be strengthened by an advertising budget. And this expression finally became official – but not very appreciated.
At first, many customers of mine didn’t get this change: somehow, they were convinced I was forcing their investments just to spend more money.They thought that the cost of online advertising couldn’t raise at all.
In the meantime, “lead generation” became fashionable: Lead Ads on Facebook allowed companies to obtain results that were more concrete than “visibility” and “notoriety”. Besides, web agencies could develop new types of marketing strategies – therefore, I expanded my skills.
“Lead generation” were also the magic words through which companies begun to raise their budget for advertising. In 2017, my clients spent about 10 euros per days on lead generation initiatives. And the results were very satisfactory.
But what about the other types of advertising campaign? As I was saying, “visibility” started to become an empty word. Posting was still required by companies , but the most didn’t want me to invest money on that.
We started to experiment new formats and to learn video editing. In fact, these contents could reach more people than images and links could do.
In that period, Instagram was growing fast, an the advertising was very cheap there. Clients required leads and interactions: “visibility” was officially dismissed by out dictionary and “marketing” became more attractive that “managing”.
A Happy Ending.
Today, social media advertising is not just fundamental: it is VITAL. Some companies still don’t realise that posting is not enough, anymore. A pair of marketing responsibles I talked with were still looking at stats regarding the best time to post contents on social media.
Budgeting is not a secondary choice, it is not an option. Therefore, a “marketing plan” is more valuable than a “editorial calendar”. Social media users are looking for creative and original contents to share and to interact with. Still, the production of contents should generate a monitorable return of investment for the enterprises.
A lot of things changed, during the last three years. We now have stories to manage, and advanced instruments for customer care (WhatsApp Business, for instance). There is also a widespread awareness about the potentials of e-commerce adn about the correlation between social media, reputation building and offline vending.
The web is constantly changing. This simply observation makes it clear that the “perfect skills” do not exist, because they need not evolve non-stop.