Question 1

Does my B2B brand need reviews and user generated content?

Accepted Answer

Yes, and for B2B that mostly means review platforms rather than customer photos. Buyers check G2, Capterra, Clutch, Gartner Peer Insights, Glassdoor, and Google reviews during evaluation, and AI tools pull from those sources heavily when asked to compare vendors in a category.  A systematic review request at the right moment in your customer lifecycle&hellip;

Question 2

How should I measure social media ROI?

Accepted Answer

Deciding what purpose social media has for your brand is first priority, because the measurement follows from the goal. Most disagreements about social ROI are actually disagreements about purpose.  If the social goal is demand generation, track pipeline sourced and influenced by social using UTM parameters plus a self-reported attribution field on your forms, since&hellip;

Question 3

Do social media signals affect Google rankings?

Accepted Answer

Not directly. Google has said repeatedly that likes, shares, and follower counts are not ranking factors, and no credible study has demonstrated otherwise.  The indirect path is real though, and that’s where the confusion comes from. Content distributed on social earns links and citations from people who found it there. Branded search volume rises as&hellip;

Question 4

How much does social media management cost?

Accepted Answer

Scope drives the range, but a few benchmarks are useful.  A playbook and setup engagement is normally a one-time project fee.  Ongoing organic management for two to three channels typically runs $1,250 &#8211; $4,000  per month.  Paid social management is usually priced as a percentage of spend or a flat fee on top of spend,&hellip;

Question 5

What should my business do with inactive social media accounts?

Accepted Answer

Audit them, then revive, repurpose, or retire each one deliberately. Keep the handle in nearly every case, because releasing it invites impersonation and squatting, and reclaiming a handle is difficult.  For accounts you are abandoning, update the bio and profile image to current branding, pin a post pointing to where you are active, remove any&hellip;

Question 6

Does my business need a social media policy or a crisis plan?

Accepted Answer

Yes, and both can be short. An internal social media policy tells employees what they can say about the company publicly, what is confidential, how to disclose their affiliation when they comment in industry communities, and who to escalate to when something looks like a problem.  A crisis plan names who has authority to pause&hellip;

Question 7

Should my company’s executives post from personal social accounts?

Accepted Answer

Yes, if any of them will actually do it. Personal accounts consistently outperform company pages on LinkedIn, and buyers trust a named person over a logo, particularly for considered purchases. This works best when the executive has real opinions and a workable process, which usually means a ghostwritten draft they rewrite heavily rather than a&hellip;

Question 8

Should social media be handled in-house or by an agency?

Accepted Answer

The strongest setups we have experienced are collaborative. In-house teams can stall on strategy and paid media, since that&#8217;s specialized work most internal teams don&#8217;t have the bandwidth to build out. Agency-only tends to lose the voice and true storytelling capability, because the person posting isn&#8217;t close enough to the day-to-day to sound like they&#8217;re&hellip;

Question 9

Does my business need short-form vertical video?

Accepted Answer

Probably, but not as a separate production effort. Vertical video under sixty seconds is the default format on Instagram Reels, TikTok, YouTube Shorts, and increasingly LinkedIn, and it generally gets more distribution than static posts on all of them.  The efficient path is clipping video you are already recording, whether that is podcast episodes, webinars,&hellip;

Question 10

How long does social media marketing take to work?

Accepted Answer

Expect six to twelve months before organic social produces something you would call a result, and longer if you are starting with no audience and no content library.  Paid social can generate leads in the first week, which is why teams under pipeline pressure should run paid while organic builds rather than treating them as&hellip;

Question 11

Do hashtags still work?

Accepted Answer

Less than they used to, and the published data conflicts. LinkedIn removed hashtag following in 2024 and shifted toward reading the post text itself, and a widely cited 2026 Metricool study of 673,658 posts found that posts with at least one hashtag earned about 85 percent more impressions than the platform average. That correlation is&hellip;

Question 12

What should my B2B brand post on social media?

Accepted Answer

First things first: build content pillars, which are three or four recurring themes tied to what you sell and what your buyers actually ask.  For most B2B companies a useful set covers work you have done and what it produced, opinions on how the category is changing, practical answers to questions your sales team fields&hellip;

Frequently Asked Questions