People lie. Numbers don’t. It’s that simple. When agencies and social media community managers review data from their client’s social profiles they can immediately tell what’s working and what’s not working. There’s no mystery whatsoever. You get feedback immediately.
However, if one reports the data as found, the retainer checks might stop flowing. Think about it this way. If you were still in school, and you were asked to grade yourself, what would you do? What would your report card look like?
Yet brands have agencies report data back to them on the activities that they are actually executing. What kind of report do you think they are going to show their clients? One that makes them look like they are doing a great job, or one that shows the true indication of performance.
Well of course the agency or community manager who is crushing it will be more than happy to show you their true results. They’ve earned their money and as such, accolades and further cashing of checks is much deserved.
But what happens when you’re given a report card by the agency or community manager that’s not exactly representative of what’s going on? Think that’s not happening? You’d be foolish to think that it isn’t.
So what should you do to make sure that you are being presented with the real data? You need, and you’re entitled to, data that truly reflects the activity on your social profiles.
The best way to know that you are getting what you’ve paid for is to have a 3rd party perform a full, arms length, social media audit on your profiles.
Social media data can easily be obtained and analyzed but most clients don’t know what to look for and that’s where they get taken advantage of. The only data they sometimes see is manipulated and choreographed so that they think performance standards are being met.
If they only knew.