The Better Business Bureau of Greater Hampton Roads was facing challenges in making its social media efforts effective. Inefficient tools kept leading to frustration and lost time. Fredlena Cosby, the organization’s digital marketing manager, needed a streamlined way to track analytics, engage with businesses, and report ROI without all the hassle and time wasted.
By switching from Hootsuite to Agorapulse, Fredlena gained more than just a tool. She found a supportive partner in her mission to elevate the organization’s social media strategy. With Agorapulse, the BBB of Greater Hampton Roads achieved a 72% ROI for events, boosted engagement by 28%, and grew followers by 40%.
About BBB of Greater Hampton Roads
The Better Business Bureau of Greater Hampton Roads works to foster trust between businesses and consumers in its region. As part of a national network, this BBB chapter relies heavily on digital marketing to stay connected with local businesses, promote events, and engage with the community.
Maintaining visibility and engagement in a B2B environment, however, presented unique challenges, making an effective social media strategy essential to their success.
The Challenge
When Fredlena Cosby joined the BBB of Greater Hampton Roads in 2023, the organization’s social media presence was minimal. Post-COVID, no one had been actively managing their platforms. With a vision to grow visibility and connect with local businesses, Fredlena needed tools that made publishing, reporting, and engagement seamless.
However, the BBB of Greater Hampton Roads’ existing solution, Hootsuite, was frustrating to use and didn’t meet her needs.
“Sometimes the posts just wouldn’t go out, and you’d never know why,” Fredlena explained. “The interface wasn’t user-friendly, and the reports were a mess—it just wasn’t professional enough.”
Adding to the challenge, Fredlena had to juggle multiple platforms—posting on Facebook natively, then manually cross-posting elsewhere. This cumbersome process drained time and left little room for strategic planning or creative work.
The Journey to Agorapulse
Fredlena knew from her previous roles that Agorapulse would be a game-changer. After testing several platforms, including Hootsuite and SocialPilot, she found that Agorapulse was still the best fit.
“When I started at the BBB, I knew I needed Agorapulse,” said Fredlena. “The professionalism of the reports, the queues for repetitive content—it was exactly what I needed to get organized and save time.”
Fredlena also included her social media assistant in the decision-making process. Then they tested the platform. Despite having no prior experience with Agorapulse, her assistant quickly favored it for its simplicity and features, solidifying the decision.
Transformation: Turning Chaos into Clarity
After Agorapulse was implemented, the BBB of Greater Hampton Roads saw immediate improvements. Fredlena and her small team used the platform’s streamlined features to focus more on creative content and less on tedious administrative tasks.
One key improvement was the reporting functionality, which allowed Fredlena to generate polished, professional reports effortlessly.
“With Hootsuite, I had to manually adjust reports—it was such a pain,” she said. “With Agorapulse, I just generate it and send it to my CEO. It’s ready to go, and it looks great.”
The shared calendar feature also made collaboration easier, enabling the CEO to review and approve posts directly without lengthy email chains.
Agorapulse’s inbox management ensured that no important message or interaction was missed. By setting up alerts for specific keywords and automating responses, Fredlena could stay on top of engagement across platforms effortlessly.
The Results Speak for Themselves
- 72% ROI achieved for key events, such as the Torch Awards and Golf Classic
- 40% growth in social media followers
- 28% increase in engagement across platforms
- 25% increase in overall brand visibility
Those measurable outcomes boosted the organization’s visibility. The company, by using Agorapulse, also strengthened relationships with accredited businesses by providing more opportunities for meaningful engagement.
Lessons Learned and Unexpected Benefits
Fredlena found that Agorapulse offered peace of mind in addition to efficiency.
“As creators, we can get stuck in the weeds, but Agorapulse keeps me organized and on target. It’s like a mental health tool, helping me avoid endless scrolling and stay productive.”
Agorapulse’s customer service also impressed Fredlena.
“If there’s an issue, they’re on it before I even notice,” she said. This level of support reaffirmed her belief that Agorapulse was not just a tool but a partner invested in her success.
What’s Next?
Although Fredlena is leaving the BBB of Greater Hampton Roads, her relationship with Agorapulse is far from over. “Wherever I go next, Agorapulse is coming with me,” she said confidently. She even mentioned that her next organization is likely to adopt the platform based on her enthusiastic recommendation.
Fredlena’s Advice to Other Social Media Managers
“Agorapulse is a tool you have to experience for yourself. The features—automated moderation, ROI tracking, reporting—are incredibly useful, but until you dive in, you won’t realize how much it can do. The platform makes social media management easier, more efficient, and honestly, more enjoyable.”
Her final advice:
“Sign up for the trial and put your hands in the cookie jar. Once you see how easy it is to manage your content and track your results, you’ll never look back.”
Conclusion
For the BBB of Greater Hampton Roads, Agorapulse wasn’t just another tool—it was the missing piece that brought order to BBB’s social media strategy. With professional reports, seamless collaboration, and measurable results, Agorapulse empowered Fredlena and her team to move from social media chaos to clarity.
