In today’s world, every serious business is on social media, but not all of them are truly making a serious impact. With nearly a decade of experience managing social media for brands large and small, I’ve noticed some common patterns:
Some businesses are overly casual on social media, just posting to fill up space rather than engaging meaningfully with their audience.
Others take it too seriously—with lengthy approval processes for content, excessive editing, and endless rounds of refinement. This can lead to stagnation and missing timely opportunities.
Many lack analytics and data tools that help drive strategic, data-informed decisions. Investing in these can reveal what’s actually working and help the business make data-driven decisions.
While it’s crucial to have a social media strategy, it doesn’t have to be overly complex. When businesses create lengthy, elaborate strategies, they often lose sight of the essential actions that bring plans to life.
Key Principles for Social Media Success
1. Differentiate Through Community Building
Most businesses are competing in “red ocean” industries (high competition). Social media offers the chance to stand out by creating a genuine community—at a relatively lower cost. To succeed, prioritize two things: deliver on your product’s promise, and build relationships on social. A strong community will only emerge when you consistently meet (or exceed) your core promise and communicate authentically with your community.
2. Simplify Your Social Strategy Around these 5 Pillars
An effective social media strategy doesn’t need to be pages long. Focus on five core pillars:
Education: Share valuable insights about trends in your industry
Entertainment: Keep it light and engaging when appropriate.
Information: Share updates about your brand/product.
Engagement: Prompt and participate in conversations with your followers.
Advertising: Use paid ads to reach more people with your content
These pillars answer a key question: How do you want to win on social media?
3. Be Authentic and Consistent
Audiences appreciate authenticity, especially when brands share content that feels real and relatable. Rather than aiming for overly polished videos, focus on delivering relevant content regularly, even if it’s simple. Jumping on trends can be effective, but keep it aligned with your brand—if you’re not in entertainment, don’t lean too heavily on trends just for engagement.
4. Invest in Tools to Optimize Your Efforts
Social media management platforms like Publer, Hootsuite, and [Sprout Social can streamline your work and provide valuable insights. Analytics from these tools can be game-changers, guiding your strategy and helping you make data-driven decisions. If cost is a concern, consider reaching out here for help with social media challenges.
A strong, actionable social media presence doesn’t have to be overcomplicated. Focus on building a community, aligning with your brand pillars, and leveraging tools to refine your approach.
