Facebook pages can be tricky pieces of real estate to make the most of. For brands, it’s about engaging their customers, offering deals and promotions; for publishers it’s a place to push out content and connect with readers. But for agencies? Well, it depends. At the very least, it looks rather odd to not have one.
“Agencies need to practice what they preach to clients and keep their pages up to date in real time,” says Joe Ciarallo, vp of communications at Buddy Media. “Some are doing better than others,” he adds charitably.
Some are indeed doing a better job than others. Digiday has sorted through the Facebook pages of 25 top agencies, mostly from the Ad Age’s A-List agencies and some of our own selections. Call it quasi-scientific, if you will. Many agencies have pretty standard pages that just mechanically post press release-type content announcing awards and projects. Not that many have custom landing pages. Most are good about posting job opportunities and events. However, overall it seems that these agency Facebook pages are more useful internally and aren’t really being used to their full potential.