Social Media Strategy vs. Plan

Do you spend hours on social media marketing but your effort dont see results? It might be that you're confusing a social media plan with a social media strategy.

A clear strategy is what separates businesses that just "do social media" from those that use it to actually grow (and make business). Let's break down exactly what you need for success (and what you should stop doing).

DO THIS: Create an Actual Strategy

The stuff that makes your social media worth the effort

✅ Know your "why" (and it can't be "because everyone else is doing it")

• Be super clear on what you want social media to do for your business

• Figure out exactly who in you're trying to reach

• Identify what makes your business different from the 50 other similar ones (lets not hope you have 50 competitors though!)

✅ Pick platforms that make sense for your business

• You don't need to be on every single platform, full stop

• Choose based on where your people actually hang out, not where you prefer scrolling

• It's better to nail one platform than be mediocre on five

✅ Create content that serves a purpose

• Develop content themes that actually connect to your business goals

• Make content that solves problems for your ideal customers

• Build a voice that sounds like you on your best day (not some corporate robot or worse AI)

✅ Track things that actually matter

• Website visits, enquiries, and sales > likes and comments

• Regularly check what's working and have the courage to ditch what isn't

• Quality engagement beats a massive follower count of people who never buy

NOT THIS: Just Posting and Praying

The social media hamster wheel we've all been on

❌ Posting because you "should"

• Frantically creating content at 11pm because "it's been too long"

• Sharing random quotes because you need "something" to post

• Feeling guilty when you miss a day in your posting schedule

❌ Platform overwhelm

• Making accounts on TikTok, Threads, and whatever launched last week

• Spreading yourself so thin you're practically transparent

• Creating generic content that doesn't really work anywhere

❌ Content without direction

• Copying what everyone else in your industry is posting (we love a trend but dont make your platform ONLY trends)

• Creating pretty graphics that get likes but never drive action (and take you hours to make)

• Jumping on trends that have nothing to do with your business

❌ Obsessing over numbers that don't pay bills

• Refreshing your follower count like it's going to change your life

• Celebrating 100 likes on a post while your enquiry form collects dust

• Continuing tactics that look good but don't actually drive results

Your Quick-Start Strategy Guide

1. Write down your actual business goal for the next 6 months

   • Not "get more followers" – think "book 5 new clients per month"

2. Get specific about who can help you reach that goal

   • The more specific, the better – "small business owners in X who are overwhelmed by their marketing"

3. Pick ONE platform where these people actually spend time

   • Be honest about where your audience is, not where you enjoy scrolling

4. Choose 3 types of content that will genuinely help them

   • Think: what problems can you solve? What questions can you answer?

5. Decide how you'll know if it's actually working

   • Hint: it should connect directly to your business goals

6. THEN create your posting schedule based on these decisions

Lets Summarise…

A schedule just tells you when to post. A strategy tells you why you're bothering in the first place.

Start with strategy, and suddenly social media transforms from that thing you dread doing to a tool that actually grows your business. And isn't that the whole point?