10 Questions Your Facebook Marketing Consultant Better Be Able to Answer

If you don't work on cars, how do you know your mechanic isn't ripping you off? And if he's honest, he could still be inefficient -- and that costs you money. It seems like everyone on Facebook is a self-proclaimed social media expert. There are no degrees or certifications, so we all operate without a license.

Car Mechanic


Car Mechanic

If you don’t work on cars, how do you know your mechanic isn’t ripping you off? And if he’s honest, he could still be inefficient — and that costs you money. It seems like everyone on Facebook is a self-proclaimed social media expert. There are no degrees or certifications, so we all operate without a license.

Scary, isn’t it?

And what if you’re selling Facebook marketing services yourself? How do you distinguish yourself from all of the other guys who claim to be amazing social gurus?

To start, you should be able to answer these 10 questions:

1) What’s the people talking about this figure on your Facebook page?

Be prepared for plenty of hemming and hawing about how they’ve been so busy with client projects that they haven’t had time for their own stuff. Yes, I know – the cobbler’s son has no shoes.


2) Can you show me a few live examples of Facebook pages you manage?

You might not believe it, but this is where most consultants fail altogether, or they can only show you a couple pages with pathetic traffic. Have them log in to show you. The Catch-22 of any job is that a big brand isn’t going to let you touch its stuff unless you have experience with other big brands. But what if you don’t have the experience? If you’re a consultant in this space, you need to partner with the folks who do have access, because apprenticing is a faster way to learn than taking on a couple small businesses or start-ups (the worst) with no fans.



3) How do you promote posts?

If they say they simply hit the “promote” or “boost” button, walk away. That button is designed for small businesses owners who need something simpler than choosing targeting options inside Power Editor.

If they say they don’t believe in paid, walk away. You don’t have to spend much — often a couple of dollars per day against the right micro-audience is enough. But nowadays, it’s a paid game, even more so than Google.

If they don’t mention Power Editor, run away.

4) How do you measure return on investment on Facebook?

If they say it can’t be done or that it’s only about driving fans or engagement, they’re ignorant. You can absolutely measure ROI by looking at referral traffic to your site (Google Analytics and Site Catalyst), collecting emails in Facebook custom tabs (now called apps), measuring coupon redemptions, and so forth.

The smart ones will ask you what your business goals are — forget about Facebook-specific metrics. We’re talking about metrics that a chief financial officer or business owner would care about. Then they’ll figure out how to tie Facebook traffic to these goals.

5) I’d like to build a custom application: What do you think?

The only sensible answer is “no,” unless you’re a gaming company or have an engineering staff with more than 10 folks.  If they mention QR codes, the answer is, “Hell no.”  These are easy ways to blow $20,000 for virtually no traffic.

6) What should my custom audience strategy be?

Here, you’re just testing them to see if they know what custom audiences are and if they’ve used them effectively before. You can upload lists of your emails, phone numbers, and Facebook user IDs, but really, you’re just loading up emails from Constant Contact, Salesforce.com, Mailchimp, or whatever.

On a clean list, you should match north of 80 percent for consumer businesses and 30 percent for business-to-business. Facebook matches against these, so you can use it as social remarketing to help opportunities convert, bring opt-outs back, and amplify what’s in your regular email trigger system.