Is Social Media a Goldmine or a Time-Suck for MSPs?

Let’s be honest: I never really liked social media. It felt time-consuming and just not for me. But something funny happened… our customers (and probably yours too!) started to expect it.

Maybe it’s because they associate anything tech-related with being online? Who knows! But eventually, I caved. I told myself: “If I’m going to do this social media thing, I’m going to do it right. And it better help my MSP grow — not waste my time!”

Well, fast forward to today, and I can tell you this: when done right, social media is a goldmine. After all, it helped us grow our MSP to seven figures! Let me break down exactly how we did it.

Your Clients Are Online

Here’s a simple truth: your ideal clients are online. Period. Whether they’re actively hunting for an IT provider or just scrolling through their feeds, they’re out there.

Forrester Research says 74% of buyers research vendors online before making a decision. That’s huge! And Demand Gen reports that 82% of B2B buyers review at least five pieces of content before they ever talk to sales.

If you’re not showing up in that journey? You’re losing business before the first call even happens!

Social Media: The Low-Cost Powerhouse

Let’s talk ROI. Social media, when done organically (not counting paid ads), doesn’t cost anything but time. No massive ad spend or burning through budget! It’s all about building authority and creating a footprint, which will pay off with consistency.

Pick Your Platforms Wisely

Not all platforms are created equal. For us, as an MSP, we focused on three:

1. LinkedIn: The MVP

If I could only pick one platform, LinkedIn wins hands-down. It’s where the decision-makers hang out. In fact, 76% of B2B buyers use LinkedIn to research solutions. That’s not a stat you ignore!

We optimized our profile with value-first language — no boring job titles. I didn’t list “CEO” — instead, I wrote how I helped SMBs stay secure and proactive with IT. We posted value-driven content, commented, engaged, and built relationships. That’s how we turned scrolling into revenue!

2. Facebook: Local Love

Facebook is excellent for outreach to local businesses. We joined local business groups, offered IT advice, and showed up when people had questions to build trust! I didn’t add random prospects unless I knew them personally.

3. YouTube: Content Hub

We used YouTube to house our videos — educational clips, tech tips, client stories, etc. Then we repurposed them across LinkedIn and Facebook! Think of YouTube like your content library: you want it to be impressive.

Creating Content That Works

Let’s talk about what actually worked for us:

• Tech Tips & Tricks: These made business owners’ lives easier and kept us top of mind. We cut out tech jargon and kept the info actionable!
• Industry updates: New tools, trends, even regulatory changes — we kept followers informed.
• Myth-busting: Stuff like “Is cloud safe?” or “Will I lose my data in the cloud?” sparked tons of engagement.
• How-to guides: Short, helpful, step-by-step videos or posts.
• Case studies & testimonials: Social proof is powerful in all formats!

And guess what? You don’t need a production studio. Grab your phone, film a three-minute tip, and post it. Done!

Turning Engagement into Leads

This is where it gets real. You’ve got to engage!

1. Comment on posts.
2. Reply in business groups.
3. Share useful content.
4. Start conversations.

Once a conversation begins, move it to LinkedIn, send a message, and build that connection. Over time, this turns into trust — and trust turns into leads.

Pro tip: Use the “publications” section on LinkedIn! Post your blogs, videos, even eBooks or checklists. It’s a quiet little lead magnet that keeps working for you.

Is Social Media Worth It?

So, is social media a goldmine or a time-suck for MSPs? Here’s my answer:

Yes — but only if you do it right.

Start with LinkedIn. Layer in Facebook for local engagement. Add YouTube if you’re doing video. And remember — social doesn’t replace marketing: it amplifies it! It’s the megaphone, not the message itself.

Your Challenge This Week

Do a quick audit:

• What platforms are you on?
• Is your LinkedIn profile optimized with a value-driven headline and “About” section?
• Are you posting regularly?

Start with just one post per week if that’s all you can manage. Then ramp up to daily content. Build momentum, one post at a time: consistency may be the most important aspect of maximizing social media return!

Today’s quote is from Gary Vaynerchuk: “Content is king, but marketing is queen. And the queen runs the household.”

Have a great week!