MSP Social Media Marketing: Why Most Efforts Fail (And How to Fix Yours)
A common question we're asked is "does social media for work for MSPs?"
The answer is - like everything -"it depends."
Why Most MSPs Fail at Social Media (And How to Fix Yours)
I Don’t Like Social Media—But It Works for MSPs
Let me start with the truth: I don’t use Facebook, Instagram, or TikTok. I think chasing likes and fake connections is a waste of time. But if you're running an IT services firm, you can't afford to avoid it.
MSP social media marketing isn’t optional anymore.
You have to use it, learn it, and get good at it.
Because social media for MSPs works—if you do it right.
I’m not guessing. I’ve lived it. Here’s how we built a seven-figure pipeline at Fox & Crow through social alone.
How We Started Using Social Media for MSP Marketing
Back in 2022, I got serious about LinkedIn. My MSP had just been acquired, and Carrie and I launched our consulting firm, Richardson & Richardson.
We brought in a brand consultant and took our own advice:
Eat your own dog food.
That consultant told us to double down on our existing visibility in the MSP community. Carrie had built a reputation in marketing and business development. I was known as a leader in the Managed Services space. Between us, we had more than 20 years of industry experience.
We just hadn’t been visible on social.
Our consultant said, “If you do this right, you’ll create a movement.”
So I started posting. Every weekday. Whether I wanted to or not.
What I Learned About Social Media for MSPs
At first, I didn’t know what I was doing. But I treated it like a process. I studied what worked, asked better questions, and tracked results:
- How can MSPs improve their social media?
- What are time-saving strategies?
- What kind of content connects with MSP buyers?
- How do I build engagement without selling out?
Little by little, the posts got better. My network grew. I started hearing:
“I love your social. You and Carrie are everywhere.”
And that’s when I knew we were onto something, and that we could absolutely translate it into a process for MSP social media marketing to go along with our other lead generation strategies in the MSP Sales Process.
Does Social Media Work for MSPs? Here’s the Proof.
By early 2024, we refined our messaging to zero in on one ideal customer profile. That was the unlock.
We generated over $1 million in pipeline in 30 days.
We closed 25% of it.
No paid ads.
No cold calls.
Just MSP social media marketing done right.
It's important to remember that TIME is the most valuable asset you'll have as a business owner. You can only do so many things and still have time to run your business and live your life.
If you're a brand new MSP and you have nothing but time - start spending it on sales and marketing activities that cost you no money.
If you're an experienced MSP looking for explosive growth from your MSP marketing and MSP sales activities, having a repeatable, scalable MSP social media marketing process will ensure whomever you engage to support you - a team member or an agency - will have the documentation they need to execute on your marketing plan.
MSP Social Media Marketing - Engagements vs. Impressions
On LinkedIn, it’s easy to get distracted by impressions—the number of people who saw your post. But impressions don’t pay the bills. Engagement does. Engagement means someone stopped scrolling.
They read.
They liked.
They commented.
They clicked.
For MSPs, that’s the difference between being ignored and being remembered. A post with 500 impressions and 15 meaningful interactions is far more valuable than one with 5,000 views and zero clicks. Focus on sparking real conversations, not just appearing in more feeds. That’s how LinkedIn becomes a pipeline tool—not just a billboard.
Follow Carrie on LinkedIn here
Follow Ian on Linkedin here
Example of Fox & Crow Linkedin Social Media Post with High Impressions:
Video content seems to perform sporadically for Fox & Crow Group. This series of MSP sales tips generated thousands of impressions...but very little engagement
Example of Fox & Crow Linkedin Social Media Post with High Engagement:
This post had 1/10th of the impressions of the first example, but 10x the engagement.
You'll need to experiment with social media posts to see what performs well for your MSP.
We opted to go all-in on only one platform - a business platform - vs. spending hours creating "reels" for Tiktok or Instagram.
Neither of us use any other social platforms, and we didn't want to invest limited time and energy in trying to learn and manage multiple social sites.
While you can post the same things on every social media site, not all content performs the same on each platform.
Throw in constantly changing algorithms for each platform and suddenly social media posting is a full time job.
If you're struggling to find the time to sell, you're definitely going to struggle with finding time to sell AND post on six social platforms daily.
If you have to choose - choose sales.
The Common Mistakes MSPs Make with Social Media
Here’s the uncomfortable part: most social media for MSPs is just noise.
If your feed is full of:
- Vendor stock photos
- National “tech holidays”
- Reposted articles from MSP blogs
…you’re not connecting with buyers. You’re wasting time.
Here’s what to do instead:
- Get trained. Learn how social selling actually works for MSPs.
- Pick a lane. Speak directly to your ideal audience.
- Post consistently. Your first hundred posts might flop. Keep going.
- Track what resonates. Refine it. Repeat it.
- Focus on relationships, not reach.
Social Media Can Work for Your MSP—If You Work It
Building a seven-figure pipeline took us over 500 posts and two years of trial and error. It wasn’t instant. And we’re still improving.
But the answer to “does social media work for MSPs?” is clear:
Yes—if you treat it like part of your sales strategy, not a side hobby.
Want Help With Your MSP Social Media Strategy?
We’ve created a training course based on everything we’ve learned—the strategies that worked, and the painful mistakes we made.
If you want social media to actually produce revenue, not just vanity metrics, we’ll help you get started.
👉 Book a free consult
Or, if you're not quite ready, subscribe to our monthly newsletter packed with MSP sales and marketing tips that actually work.
Frequently Asked Questions About MSP Social Media Marketing
1. What is MSP social media marketing?
MSP social media marketing refers to the strategic use of platforms like LinkedIn, Facebook, and YouTube to promote a Managed Services Provider’s brand, build awareness, and drive leads. It’s not just about posting updates—done right, it’s a lead generation engine.
2. Does social media marketing work for MSPs?
Yes—when done correctly, social media marketing absolutely works for MSPs. It helps build trust, showcase expertise, and generate high-quality leads over time. Our team at Fox & Crow built a 7-figure pipeline using nothing but consistent social media content.
3. Which social media platforms are best for MSPs?
LinkedIn is the most effective platform for MSPs targeting business decision-makers. However, platforms like Facebook and YouTube can also work well when you’re targeting local small businesses or educating a broader audience.
4. How often should MSPs post on social media?
We recommend posting at least 3–5 times per week to stay top-of-mind and build traction. Consistency is more important than volume—regular posting over months is what drives results in MSP social media marketing.
5. What should MSPs post on social media?
MSPs should focus on posting:
- Educational content (e.g., cybersecurity tips, productivity hacks)
- Case studies and client wins
- Personal stories that show company values
- Commentary on industry trends
Avoid vendor stock photos or generic IT news—your audience tunes that out.
6. How long does it take for MSP social media marketing to work?
Expect it to take 6–12 months to gain momentum and generate leads. In our case, it took nearly two years and over 500 posts before our first deal closed. Social media for MSPs is a long game—but it’s one worth playing.
7. Should MSPs hire a social media agency?
Only if that agency understands the MSP industry. Many agencies produce bland, generic content that doesn’t resonate with buyers. If you go the agency route, make sure they’re helping you build a brand, not just filling a feed.
8. Can MSPs get leads from LinkedIn?
Absolutely. LinkedIn is the most powerful social media platform for MSPs targeting business owners, CFOs, and IT decision-makers. With the right content and strategy, it becomes a direct pipeline to new business.
9. How do I know if my MSP social media strategy is working?
Start by tracking engagement: likes, comments, shares, and click-throughs. But don’t stop there. The real measure is pipeline. Are you booking more calls? Getting referrals? If you’re seeing more inbound conversations, it’s working.
10. What are some examples of good social media content for MSPs?
Real-life stories work best. Share how you solved a problem for a client, insights from recent calls, or your take on industry trends. Include a clear takeaway or lesson. The more specific, the better.
11. How do I target local businesses on social media?
Use location tags, hashtags, and community-specific content. Comment on posts from local business leaders and chambers of commerce. LinkedIn and Facebook both allow you to filter by geography to grow your local audience intentionally.
12. What are the biggest mistakes MSPs make with LinkedIn?
Common missteps include:
- Talking at people, not with them
- Sharing vendor content instead of original ideas
- Inconsistent posting
- Focusing on likes instead of conversations
The goal isn’t popularity—it’s visibility and trust with your prospects.
13. Do paid ads work better than organic social for MSPs?
Not necessarily. Paid ads might get faster visibility, but organic social builds long-term trust and brand recognition. The best strategy usually includes both—but organic content is where you prove credibility first.
14. How do I get over feeling awkward about posting?
Start by writing as if you’re talking to one client. Keep it short. Be useful. And remember: no one is judging your early posts. Most people scroll past bad content, not criticize it. You’ll only improve by doing.
15. Can I outsource my MSP social media and still make it work?
Yes, but it needs to be a partnership. If you outsource completely without oversight, the result is often generic and ineffective. The best content still comes from your real experiences. A good partner will help shape, refine, and schedule your voice—not replace it.
