PPC119 | OPINION

At PPC Live 2025, a panel discussion on the benefits of social media for pest controllers took place. We round up the key talking points for PPC119.

Speakers:

• Scott Johnstone, BPCA Host (PPC)
• Jane Shepherd, Shepherd PR (JS)
• Anna Mollins, Veritas Pest Consultancy (AM)
• Kelly Farrant, Pest-Tech Ltd (KF).

PPC: Do pest management companies really need to be on social media? 

KF: It’s your way of being able to knock on people’s doors without knocking on their doors.

But how you go about it is important. 

Educate people, give information. Help them identify the problem so they return to you and say, “I’ve got this; what do I do about it?”

It gives confidence to the customer that you are the person they want to speak to if ever they have a problem.

JS: All businesses can benefit from having an online presence. Social media can be a really useful tool for reaching customers that you might not otherwise find.

PPC: All marketing has risks. What are the biggest risks for social media?

JS: We call it the risk/reward see-saw. The rewards are a lot more business, the risks are people making odd comments. 

Keep an eye on what people are saying and react quickly. There will always be people who will say things. People that are going to choose your service will see what’s on there.

Think about why people choose you and put out those messages. Choose three key things about your business and use them for your content – keep pushing those messages through online.

KF: There are always haters out there, so it doesn’t matter what you do or say. Be professional about it. It’s okay to explain your case or agree to disagree, but don’t go down the argument route because then it becomes an unprofessional post.

“Sorry you feel that way” is a good comment to use!

Don’t be afraid to use the hide or block button. Only you and them know that they’ve been blocked.

You can always message them to say you’d rather not have that conversation via social media.

PPC: Where should pest control companies get their content from?

KF: I used to take pictures of everything I did to build content. People like to see a story, so if you get a photo, you can tell the story of what the picture is. 

It can be hard to rally the techs to bring those pictures in. I used to say to my guys, "I want one picture a day," and that started producing the content we needed.

PPC: We see many members’ social media pages, and the most common mistake is using many stock images or posting five times a day. 

The most exciting place to focus on is techs on the ground. Make it real. Currently, the BPCA team is incentivised to produce content for our social media.

JS: We always follow the journalistic values of who, what, when, where, why and how. Keep to that formula; it will help you provide content that is engaging and informative.

AM: As a consultancy, we don’t have techs on the ground, but sometimes it’s about offering a perspective on what you’re doing - it could be just your face, by your car, a little thing in our business production lines. Make it personable.

PPC: Our most engaged-with post was our events manager had her 9th birthday because she was born on a leap year. You don’t want to be shouting out about every staff member’s birthday, but it was an unusual one and we got lots of messages and likes for that.

PPC: What are more effective - videos or photos?

JS: A mix is most important. Video is really compelling, video is the number one choice, but even that isn’t as engaging as having a nicely balanced mix of text, graphics, photos and video.

KF: I love a bit of video. It all depends on the message you’re trying to put across as well. Sometimes a picture doesn’t explain. A video you can explain what it is, what’s happening. Photos are easy. Boom. Done. 

Don’t try to make it too perfect. It’s you being real and life goes on. You can get bogged down with it all. Keep it real and don’t try to make it too perfect.

AM: We have done some videos. There’s a lot of pressure when you do a video around how to do it, whether you’re stumbling on your words, starting again and again. 

Don’t try to make it too professional - you don’t need to show yourself as perfect. You’re showing yourself as a professional and as a human being.

PPC: Play to your strengths. If you’re a great photographer, Instagram might be better than TikTok. The more time you spend creating the post, the less engagement you tend to get. Less thinking, more doing!

PPC: Does having a social media presence make you appear more legit? 

AM: In my view, we’re always trying to put out social media content that shows we’re here, we are active.

Your knowledge will show you have a skill set. We are a skilled group of people and the public don’t realise that until they need us.

KF: I don’t post on everything every day. You want to be present, but not over present because people can switch off to you as well. It’s about getting the balance right.

Present yourself as being professional. Always take a moment before you hit that button to think, “is this sending the right message, or could this be misunderstood?”

JS: Increasingly, with younger audiences, they’ll be put off if they don’t see a presence online.

Very often people just want to know your story before they get in touch.

Get other people to say how good you are – to leave reviews - that counts for more in some ways. If you’ve got a happy customer ask if they’ll do a short video? 

What you’re looking for is a consistent content flow of messaging that is building a story about your business. Showcase BPCA in posts that align with your business. Have a whole ‘big picture’ story.

PPC: Should we be on all the social media platforms?

AM: Our two main ones are Facebook, which is linked to an Instagram account for the public, and LinkedIn for professionals. It’s about your target audience.

PPC: Go where your people are! 

KF: Do what you want to do. If you’re not enjoying it, why are you doing it?

Facebook is good for getting into groups in your local area and LinkedIn is good for pest control contractors getting to people you’d never get to.

Do what you’re happy to do. It’s trial and error.

PPC: What do I do if animal rights activists start posting or commenting on my socials?

AM: If you’re getting the haters, I think it helps to know that if they have a pest control problem in their home, their opinion is likely to change very quickly.

PPC: Respond professionally. Don’t be drawn into an argument. Social media platforms feed off conflict. 

Don’t let them use your business to keep people on their platforms. Keep it professional, educational, and informative.

KF: We stay completely away from that – our stance is that we have to protect public health. Be professional and leave it there.

PPC: And finally - what’s a top tip for starting out with social media?

AM: Whenever you’re thinking of making a post, always ask yourself what’s the point of this? That will steer you in the right direction.

KF: Make it interesting. Tell a story, include a photo – make it worth a few minutes of their time.

JS: The work you do is hugely valued and massively important – don’t be afraid to show that.

PPC: Use social media to help spread the message about how important a role you have in society. Everybody in this room is responsible for spreading that message.

Don’t be afraid to put some value on yourselves, your businesses and what you do for society.

WHAT DO YOU THINK?

Share your thoughts on social media and pest management; it might appear in a future issue of PPC magazine! 

hello@bpca.org.uk