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Selma BID extends social media contract with AdVine for three months amid concerns over scope and performance
Summary
After extended discussion of performance metrics, content strategy and governance, the Selma BID advisory board voted to extend its contract with marketing firm AdVine for three months and directed staff to set clearer deliverables, reporting and regular check-ins.
The Selma Business Improvement District advisory board voted to extend its professional services agreement with social media contractor AdVine for three months after lengthy discussion about performance metrics, content strategy and expectations.
AdVine representative Lane presented early performance figures and described rapid growth on the BID platforms since the firm began work: "The number of views are 14000% increase. The number of reach, 9000% increase. Content interaction, 7000% increase. Link clicks, 450%." Lane said the firm has featured 11 different businesses and 10 event posts over the past three weeks and that he would coordinate shoots to highlight additional businesses across Front Street and other corridors.
Board members and members of the public pressed for clearer deliverables, monthly analytics reporting, a committee check-in and guidance on paid-ad spending. Several board members — including Member Moreno — and public speakers urged the contractor to use storytelling, back-stories and trending audio to increase engagement. Scott Robertson, a public commenter, said he had not regularly seen AdVine at BID meetings and urged more direct engagement between the contractor and the board.
Jerome, deputy city manager, said staff's recommendation was a six-month minimum extension but that the board could choose a shorter interval; the board elected a three-month extension and passed the motion by voice vote. Jerome noted the draft 2025–26 budget includes $1,800 per month for a social-media contract and $300 for ad spending. "So that is within your budget proposal that you just, drafted and sent to the city council for adoption," Jerome said.
Public commenters and board members proposed several operational changes if the contract continues: monthly analytics reports breaking down reach and top-performing posts; a small ad-hoc committee (staff suggested Member Moreno, Member Parminder Singh and Jerome) to conduct biweekly check-ins with Lane; and clearer rules to ensure paid ads and promotion dollars prioritize BID-sponsored events and downtown businesses rather than third-party promotions.
After discussion the board approved the motion to extend the agreement for three months and asked staff to return with a draft social media policy, a content calendar deadline process and a plan for regular reporting and check-ins with the contractor. The board also asked staff to solicit story ideas from members and the public to feed the content calendar and to coordinate procurement and event-related timelines with Public Works and Parks and Recreation as needed.
