Sometimes we need to help clients make big decisions, like completely ditching their successful social media platforms and starting fresh. The effort and time it takes to build a social platform and follower numbers is monumental, so when we told a client that they needed to break up with EIGHT Facebook and Instagram pages, it took some solid research, a bit of convincing and a whole lot of handholding and encouragement as we worked through the process.
They are not the first client that has had this dilemma and they probably won’t be the last. Losing top level admin access to a Meta account because pages have been set up under a pseudonym, admin level employees have left the business, accounts have been hacked, or two factor authentication devices have been lost are just some of the reasons this can happen.
Some businesses can get by with an account that is not optimally set up if they don’t plan to run integrated ad campaigns that leverage Google shopping, eCommerce websites, remarketing etc. But if you are – you need to make sure you are set up right.
In this client’s case, the transition to eight new social platforms took eight weeks and we supported the client with marketing campaigns to assist them with the launch of the new pages.
Here’s what we learnt along the way:
- Don’t wait – if you find yourself in this situation, rip the band aid off and do it now. It’s short-term pain for long-term gain.
- Access – ensure at least three people have top level admin access and one of those is someone external to the business.
- System hygiene – it’s imperative all systems are set up properly to easily integrate with other systems (like Google). It means a smooth customer journey and a positive first impression of the brand.
- Get help – the process can be complex and take up more time than you think. If you call on the experts (preferably from the start), they can give it the attention it needs. Especially if you are considering marketing on Google, they will penalise you if things are not right.
- Campaigns take time – give yourself at least three to six months to see results of ad campaigns.
- Be dynamic – what works today might not work tomorrow. Be adaptable to changing trends, systems, platforms and the evolving digital landscape.
Today, our client is happily reaping the rewards of addressing their issue head on. Their renewed digital platforms and enhanced marketing efforts have positioned their brand for future success. If you would like help with your social media strategy and success please get in touch – we’d love to help.
Shereen Cherrett