TO BE Prepared

We sure post a lot of content for you. :)  Over the last few years there haven't been any major disruptions to the way we work. We have generated consistent content for your fans and ensured that you are connecting with them on a regular basis. We've been notified about some drastic changes coming to a couple of the different networks that we work with, and wanted to let you know that we are not only prepared but ready to help you stay on top. The biggest change that you're going to see is with how Facebook runs their graph API.

To explain what's going on: basically, when we post a link to Facebook, Facebook automatically generates a link preview. Whether it's content we found on your behalf (someone else created) or something you’ve written (ex. from your blog), Facebook pulls an image and text. We've always been able to edit that headline description and image as we've seen fit. That auto generated preview was completely editable, so it didn’t matter what it was. We could make it fit social title space, social look and feel. It has given us the option to test different copy for the same link, focus on specific angles of content, and best share something that might be more longform on your website in a shorter digestible snippet.

It's understandable (if you think about it) why this could be a problem. Scammers and spammers use this as a way to trick people into clicking questionable things. They could create a scam, reframe it to look like it is, and cause big problems. In the same way, some alt news publishers were posting incorrect news articles and misleading information. With that perspective, it makes sense. But for those of us just trying to do the right thing, the functionality had been hugely helpful.

Facebook has begun to roll out this change and will give us until September to find ways to best post content. We will reach out to our partner manager if we see any large alerts but mainly what we need to know is that if we're posting content from your site we might need to work on the open graph tags. We will vet the posts and we can test them through the open graph debugger tool. It might take some adjusting but we’ll make it work!


That one was probably a big doozy for you, so we'll keep this other one light and simple. It's very exciting to learn that Facebook is now creating groups for pages. We have long been fans of trying to organize and grow little niches on the Internet for your clientele. Groups have been trickier because it was hard to post as your brand. The good news is now we can create this space in the organization. We will be able to basically create your very own fan club!

Your account manager will be reaching out to you personally to double check that you understand the changes that are being made and that we are able to help you utilize them to your benefit. As always a big part of what we promise you at TBD is that we are aware of trends and changes so that you can be at the front of them. We're excited to move forward with you with these new opportunities (and challenges) to make sure you’re getting the very best social available.  

Cat KillfoilComment
TO BE Ad Savvy

One of the myriad of awesome things about having an agency (no, not just any agency, TBD!) work on your digital marketing is the access to partners we have. A few months back we noticed a dip in our success rates on social media advertising and immediately spent time working on the root of the problem across the board. We were the top, loving the results, what happened? When we got in touch with Facebook we were able to talk to our marketing and advertising partner, who explained recent changes in how ads are served, perceived and graded and how the grading affects their efficacy and reach. Big changes came and Facebook wasn't letting everyone know!

The part important for clients and potential clients to understand is that knowing this information has given us the upper hand again. Since learning this information, regarding relevancy, styling and best practices that have totally been restructured, TBD rehoned and changed our ad strategy to make sure that the content that we serve, the creative, planning, and targeting that we work so hard on - was 109%. We have to give you the best possible ads and lowest rates - that's how we continue to serve you. Since the change, we've righted the ship and are back to seeing great growth in all Facebook ads we serve. 

There is a LOT of process and planning that goes into being a great advertiser on social media. It also plays into the overall content marketing strategy of your accounts. We take the time to make sure that we're doing the best we possibly can. And now, with our software reporting and tools that very few agencies have - we're able to document and explain demographics, reach, success, and strategy that leads us from month-to-month better than ever! We are ensuring we're finding the right valuable connections on social media to make the investment you've made worth its time. That's the TBD way.

Cat KillfoilComment
TO BE Transparent

There are so many blogs out there about ‘how to do social’. We kind of thumb our noses up around here most of the time. People that love social love posting about what it is and how to do the basics. They overshare. And that’s fine. The real nuanced approach comes from being great marketers and knowing what of that myriad of options best suits the brand in question.

I founded TBD on the belief that literally each client needs a separate, custom approach. We ask that you let us in, we take time to gain your trust, we show data on improvement and make custom plans. TBD iterates. TBD stays aware (woke if you are under 21). TBD knows what we’re doing.

I’ve held that really close to the vest for 2 years while I’ve watched our clients flourish and our team ebb and flow. We can pivot, fast. We can get the win, with a great client that is a true partner. We can improve your brand. We can build you a community, and help you sell.


Now, we’re jumping in the content pool - but in TBD style, not like everyone else. My plan is to open up the vault, and share with you the real questions we work through, the real education we share, and the real way we beat all the competition for our clients. Not to brag, to enlighten. Not to gush, but to give credit where credit is due. When we uncover problems, we fix them. We’re rolling out new conceptual marketing strategies. We are partnering with the best tools. We will stay cutting edge, for our clients.

Our mission statement matters more than ever to us: TBD exists to write and create social processes to drive reach, results and sales opportunities for our clients. We develop communities of fans and friends that recommend and become advocates for products and brands.

I think you’ll learn a lot this year, as we launch a series of real life accounts and talking points. And if you have specific questions, just ask.