Is Your Social Media Marketing Agency Still the Right Fit?

Social is more than a performance channel — it’s a dynamic, high-stakes environment where strategy, speed, and precision make or break ROI.

If your agency partner isn’t proactively adapting to platform shifts, tightening data regulations, or rising leadership expectations, you’re not just missing opportunities — you’re leaving performance on the table.

Can You Answer These Questions About Your Social Media Agency?

When revenue growth, customer acquisition, and accountability are on the line, these five areas will help you evaluate whether your agency is acting like a true partner — or just executing campaigns.

Proving Social Media ROI — Not Just Vanity Metrics

Do you know how your agency is tying social media to business outcomes?

It’s easy to show likes, follows, and reach. It’s harder — and far more valuable — to prove impact on pipeline, revenue, CAC, and LTV. Your agency should be optimizing for outcomes, not applause.

You should know:

• How social performance connects to customer acquisition cost, LTV, and conversion rates
• What attribution models and tools are being used to track how social media influences the entire customer journey and purchase decisions
• Which engagement metrics are leading indicators — and which are just noise

Ask yourself:

• Can I explain how our social efforts drive pipeline and revenue?
• Are we tracking metrics that align with our business goals, or and how does performance compare to other marketing channels?
• Has our agency ever adjusted strategy based on full-funnel performance?

Red Flag: If reporting never connects social activity to conversions or revenue, you're only seeing the top of the funnel.

Transparency Into Performance and Spend

Do you know exactly how your budget is being used — and what it’s driving?

You shouldn’t have to guess what’s working. A strategic partner provides clear, consistent insight into paid and organic performance, platform access, and budget allocation.

You should know:

• What’s included in each performance report and how often they’re delivered
• How spend is being allocated — and why
• Whether you have direct access to ad accounts and real-time dashboards that show business impact, not just social metrics

Ask yourself:

• Do we see results connected to spend — not just activity?
• Are we confident we understand where every dollar goes?
• Could I explain our current spend strategy to a stakeholder?

Red Flag: If you need to ask for access or clarity every time a report drops, your agency is keeping you at arm’s length.

Alignment With Your Business Goals

Do you know how your social strategy supports your broader GTM plan?

Social media doesn’t exist in a vacuum. Your agency should show how it contributes across the funnel — aligned with your growth goals, your audiences, and your other channels.

You should know:

• How your agency maps social efforts to specific goals at each stage of the buyer journey
• Whether social content is personalized to your personas and funnel stages
• How social integrates with other channels like email, paid search, and SEO

Ask yourself:

• Is our social strategy built around our business objectives — or just a content calendar?
• How are we using social to drive LTV or support pipeline velocity?
• Are we seeing cross-channel insights that improve performance everywhere?

Red Flag: If social media feels siloed from the rest of your marketing efforts, it probably is.

Adapting to Platform Changes, Privacy Shifts & AI Disruption

Do you know how your agency is evolving with platforms, privacy, and AI?

Social media moves fast. Algorithms change, privacy rules tighten, and AI is reshaping everything from targeting to content. Your agency needs to be ahead — not catching up.

You should know:

• How your strategy adjusts in response to platform and privacy updates
• Which AI tools (if any) are used for content, targeting, or campaign optimization
• How new features and formats are being tested to improve results

Ask yourself:

• When was the last time our strategy changed based on a platform update?
• Are we using AI strategically — or not at all?
• What's our process for maintaining conversion tracking and attribution accuracy as privacy regulations evolve?

Red Flag: If you’re the one bringing up platform or AI changes, your agency’s not leading — they’re lagging.

Turning Data Into Actionable Insights

Do you know what your agency is learning — and how it’s changing your campaigns?

Data should drive decisions, not sit in a dashboard. Your agency should extract insights, test new ideas, and evolve your strategy to maximize performance.

You should know:

• What data is used for weekly optimizations and strategic pivots
• How test results are documented and applied to future campaigns
• What insights have recently shaped content, targeting, or spend

Ask yourself:

• Can I name a recent test — and what we learned from it?
• Are we iterating based on insights, or just repeating what worked last quarter?
• Is our agency identifying opportunities we haven’t seen?

Red Flag: If reports are full of numbers but light on insights, your agency is monitoring performance but not thinking critically about it.

Always Ask Questions of Your Social Media Agency

Social media marketing is too important — and too expensive — to treat like a black box. The right agency should feel like a strategic extension of your team, not just a vendor. When you ask the right questions, you’ll learn whether your partner is built for likes or for lasting performance.

Want a second opinion on your social media marketing? Let’s talk.