There are many agencies, consultants, and “experts” living off the perception that social media marketing is a complex science, beyond the ken of mere mortals. Their social media content strategies are driven by as many graphs, metrics, and loosely defined abstract concepts as the client is willing to pay for.
It’s a sleight of hand that creates a lack of genuine accountability. Many clients outsource because they’re convinced they lack the knowledge to manage, let alone measure, their social media content efforts. This leaves the agency to not only drive the strategy, but also to advise on what success or failure looks like. Some even control the tools that measure their own self-serving KPIs, plugging easily achieved numbers into agency-devised equations to calculate (cough) “goals” such as “return on experience” or “brand engagement.”