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Why Social Media Matters

“Social media is here. It’s not going away; not a passing fad. Be where your customers are: in social media.” – Lori Ruff, speaker, author 

As of 2023, half of the world’s population use social media daily. (“The Impact of Social Media on Business in 2023”) This means that any business is sure to find its target audience through one of its platforms. It’s important to think of a business’ social media as an integral part of the brand. How a brand shows up on social media is yet another opportunity to sell the product, good or service to the customer a business hopes to seek. 

At PMG, our social media experts work to ensure that our clients are positioned on social media in a way that properly aligns and highlights their brand through a content mix that encourages engagement and results in greater outreach to help our clients hit their business goals.

Several clients see significant growth through social media when they choose to work with PMG, and we have the numbers to prove it.



Future Farmers of America

In the fall of 2022, the National Future Farmers of America organization engaged PMG to manage social media for the 95th Annual National FFA Convention and Expo, one of the largest conventions in Indiana with over 700,000 attendees. Throughout the convention, PMG captured photo and video content to be utilized on the National FFA Instagram, Facebook, Twitter, and LinkedIn accounts. This allowed for comprehensive event coverage and storytelling to reach far beyond those in attendance. Our team of social media experts, including Strategic Account Manager Emily Sullivan and Nicole Pence Becker, captured, edited, and posted multiple reels and static posts each day. The engagement strategy was carefully created to optimize follower engagement that would lead to greater reach by FFA’s target audience. 

From the time PMG took over the National FFA social media channels to the conclusion of the convention, numbers soared. 

  • Instagram impressions increased 93.6%.
  • Profile engagement on FFA’s Instagram increased 53.6%, profile views increased over 420%. 
  • National FFA’s Facebook account received 2,761,569 impressions throughout the week
  • Facebook profile engagement increased by 202.6% in comparison to the week prior. 

Most recently, PMG helped FFA during #FFAWeek. Building on what we learned from our success during last year’s convention, we successfully reached National FFA’s target audience and beyond by encouraging members across the country to share on their own social media platforms utilizing the #FFAWeek hashtag and tagging National FFA on Instagram through PMG conducted webinars and curated tool kits. The organic content that our team created and published to National FFA’s platform saw great success and one of the reels received over 100,000 views. Our overall goal was to drive engagement to the National FFA social media accounts, and the numbers prove that we were successful in reaching our goal. To spotlight some of these successful analytics:

  • With more than 6.3 million impressions during this year’s #FFAWeek, impressions increased by 160% in comparison to #FFAWeek in 2022. 
  • FFA’s video views were up 3,146.6% for 2023’s #FFAWeek over 2022.
  • Net audience growth of 1,960 across Instagram, Facebook, LinkedIN and Twitter.
  • Profile engagement saw a gain of 111.2%.

DL Lowry Salon

For client DL Lowry Salon, we saw that social media can even lead to awards for businesses. Emily Sullivan created an Instagram reel for DL Lowry which showcased the host of FOX59’s lifestyle show, Indy Now, Ryan Ahlwardt’s personal DL Lowry experience. The reel highlighted the signature DL Lowry process, giving potential customers a glimpse at what to expect when they walk through the DL Lowry Salon doors. 

In May of 2022, the reel received  21,073 impressions and reached 5,376 people. Due to this reel’s success, it was chosen as one of Salon Today’s 2022 S.T.A.M.P. Honorees, awarded to the top salons in the country for their marketing and promotional efforts in different categories.


Indy Night Nanny

PMG has managed the social media accounts for Indy Night Nanny for more than a year. This allowed our team to analyze social media growth throughout 2022 and compare those numbers to the client’s social media success in 2021. 

Through a consistent content strategy, the year over year numbers for Indy Night Nanny’s social media reflect massive increase in all social media metrics. To highlight a few:

    • INN’s Facebook engagement increased by 977.6% in the year 2022
    • INN gained 189 Instagram followers within the year
    • INN reached over 60,000 more accounts between Facebook and Instagram in comparison to 2021


    With social media trends and best practices evolving daily, PMG chose to alter INN’s content strategy in the fall of 2022. The addition of reels into this client’s social strategy played a huge role in the platform’s success. These numbers demonstrate that through a creative yet innovative approach to the ever-advancing social media landscape, clients can expect proactive thought strategy when they activate PMG for social media management and execution.

Social Media Management with PMG in 2023

At Pence Media Group, we have a network of dedicated professionals well-versed in handling the high demands of social media management. Our team makes your platforms a priority. We craft on-brand graphics, curate meaningful content, and analyze critical data. With Pence Media Group, you can truly #Consideritdone.

As Pence Media Group’s Strategic Account Manager, Emily Sullivan helps create strategic value for PMG clients. Emily graduated from IUPUI with a major in journalism and communications, with a focus in Public Relations.

Author | Emily Sullivan

Strategic Account Manager


Let Pence Media Group’s team of experts build your brand and tell your story while you focus on your business.