Social that serves the business, or is honestly deprioritised
Social media marketing builds presence on platforms where your audience spends attention. The first useful question is whether your buyers are actually there and influenced by it, because for many businesses social is a commitment that produces activity rather than customers.
Social media is the marketing activity most often done because it feels obligatory. Businesses post because a competitor posts, on platforms chosen because they are well known rather than because the audience is there, measuring followers because that is what the interface shows. The result is real ongoing effort producing something nobody can connect to revenue.
Effort is spread thinly across five platforms rather than concentrated on one that works. Content is produced for each separately, which is unsustainable, so posting becomes irregular and then stops. Success is measured in followers and likes, which do not correspond to business outcomes. And organic reach on most platforms has declined to the point where an audience you built is one you now pay to reach.
When this work makes sense
Questions worth asking any supplier
Are your buyers actually influenced by social in your category? For some B2B and local services, barely.
Which single platform is worth doing properly? Concentration beats spreading thin.
What can you sustain indefinitely? An abandoned account is worse than none.
Is there someone with genuine subject knowledge or personality to carry it?
What outcome would justify the effort, enquiries, recruitment, retention, or reach?
Deliverables
An honest assessment of whether social is worth your effort, and on which platform
Channel selection based on where your audience is rather than on platform size
A content approach matched to what your team can produce consistently
Repurposing so one piece of work serves several posts rather than one
Posting cadence set at a sustainable level, not an aspirational one
Community management, responses, messages and comments, which are frequently where enquiries arrive
Measurement on enquiries and reach among the right audience, not follower count
A clear recommendation to deprioritise where that is the honest answer
Built with
Process
The engagement can end with a recommendation to do less. We assess whether your audience is genuinely reachable and influenced here, and where the answer is weak we say so and suggest concentrating effort elsewhere. Social is the activity most often continued out of obligation, and telling a client to close three of their five accounts is frequently the most valuable outcome available.
The standard nine stages, discovery, strategy, UX/UI, development, content and SEO, testing, launch, measurement and continuous improvement, apply to every project. The paragraph above is what differs for this one.
What moves the number
Pricing depends on scope, functionality, integrations and content requirements. These are the factors that change it most:
Organic social, paid social, or neither
Organic social
Fits: Businesses with a genuine audience on a platform and something to say
Limits: Reach is throttled by the platform; slow, and you rent the relationship
Paid social
Fits: Reaching people quickly without building an audience first
Limits: Stops when spend stops; needs continuous new creative
Neither
Fits: Businesses whose buyers are not there, more common than the industry admits
Limits: Nothing, if the effort goes somewhere it works better
Case studies
No published social media case study. Follower and engagement figures are the metrics this page argues are least meaningful.
MBGDesk operates from 4 offices in India, United States, United Kingdom, United Arab Emirates. We hold no industry certifications and do not imply otherwise.
Frequently asked questions
Which platforms should we be on?
Probably fewer than you are. One done consistently beats five done occasionally, which one depends on where your buyers are and what you can actually produce, a visual business and a professional services firm belong in different places.
How often should we post?
At whatever rate you can sustain for a year. Irregular posting followed by silence looks worse than a steady low cadence, and an account whose last post was eight months ago actively suggests the business may have closed.
Do followers matter?
Far less than most businesses assume. A small following of genuine prospects is worth more than a large one assembled through giveaways. Follower count is the most visible metric and among the least connected to revenue.
Is social worth it for B2B?
Sometimes, and it depends on the category and who does it. LinkedIn works where individuals post with genuine expertise; corporate accounts publishing company news generally do not. If nobody internally will put their name to content, the honest answer is usually no.
Should we outsource it entirely?
The production, often. The voice, carefully. Content written by someone with no knowledge of your field reads that way to people who do know it. The arrangement that works best is usually your expertise, our production.
Our competitor has far more followers.
That number may mean nothing on its own. Check whether their engagement is proportionate and whether it produces business. Chasing a number a competitor has is how businesses end up spending on activity with no connection to their results.
What if you conclude we should not bother?
Then we say so, and suggest where the effort would work better. That is a legitimate outcome and it happens. A recommendation to close accounts and concentrate elsewhere costs us the engagement and saves you a permanent obligation.
Services that connect to this
Talk to us about this
Tell us what you are trying to build and we will come back with scope, approach and an estimate.