Why does it feel like my content for my service business isn’t working on social media?

Every small business I visit seems to believe if they just had better social media content, they would have more people flocking through their doors.  Sometimes, that could be the case, but all too often, it isn’t.  Social media is like word-of-mouth advertising, only the information moves faster because you reach more than one person at a time. 

Products do best on social media because they can be bought immediately and directly tracked.  Services typically post organic content that should be considered brand awareness.  In general, brand awareness takes a longer cycle to work and is much more difficult to track.  That doesn’t mean organic content for services doesn’t work, but it does mean it is working as part of a larger marketing strategy rather than a simple one-time emotional buy.