How Third Party Apps Impact Your Digital Agency's Social Media Marketing - Smart Agency Masterclass: Podcast for Digital Marketing Agencies

Do Third Party Posting Apps Impact Your Agency’s Social Media?

By Jason Swenk on April 18, 2018

Are you avoiding third party apps for social media posting? Do you want a better, faster, and easier way to schedule your social media marketing? Do you feel automated social post scheduling negatively affects your reach? Then it’s time to hear some surprising and encouraging results from the guy who knows all the ins and outs. Don’t stop scheduling, reposting, and automating until you hear all about it.

In today’s episode, we’ll cover:

  • Should your agency repost your content marketing?
  • 3 tests on the big 3: Facebook, Twitter and LinkedIn.
  • Does automating your posts hurt your agency’s reach?

Today I chatted with Emeric Ernoult, Co-founder and CEO of Agorapulse, an international social media management software company, serving over 3,500 clients around the world. With over 17 years experience working within communities and social media, as well as SAAS, Emeric brings interesting data and insight into how we should be managing our agency’s and/or clients social media accounts.

Should Your Agency Repost Your Content Marketing?

That is the question, and you’re going to hear arguments on both sides of the discussion. Some say reposting content makes sense and keeps a more recent engagement. Some say it is totally worthless and not the point of social media. So what’s the right answer? There isn’t one.

But, that doesn’t mean there aren’t tests that can be done and data to be had, so that’s what Emeric and his team at Agorapulse did, they tested.

Third Party Apps Tested On The Big 3 Social Platforms

Facebook

Test: Repeat a specific piece of content, 7 times across a 6-7 week period.

Findings: The level of engagement on the posts in weeks 6 and 7, were the same as the posts in weeks 1, 2 and 3.

Twitter

Test: Analyze 3 months worth of data on a Twitter user, who has an extensive schedule of tweeting every 15 minutes and repeating those tweets, every 4 days.

Findings: The average number of impressions, the average number for engagement and the average amount of link links were very steady, so much so, that if you look at the data over the span of a year, there was no decrease and the variations being minimal.

LinkedIn

Test: Take an insightful post, written by Emeric, and repeat the content at the exact same time every 5 days.

Findings: The amount of engagement was small at first, but over the course of weeks, the numbers for engagement would spike. The post could go from 139 clicks on day 2, to 1995 clicks on day 5. This just reinforced that you never know when someone will bump into your agency’s post on LinkedIn.

Do Third Party Posting Applications Hurt Your Agency’s Reach?

After getting feedback from a group of social media managers, and having 80% of them confirm their fears of utilizing third party vendors for posting, it was time to run another test:

Emeric decided to run a test through the Social Media Lab by Agorapulse, with the end result being that a third party management application does NOT affect reach. You can read about his findings here and here.

Knowing that kind of information definitely helps put a mind at ease and allows you to start exploring a third party application, like Agorapulse, to help simplify your social media posting needs and so much more.

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