Practical social media strategy
Insight for business owners and marketing teams who want social media that does something commercially useful. Real strategy, clear thinking, and honest takes on what actually works.
What a Senior-Level Social Media Audit Looks At
A senior-level social media audit asks harder questions. It starts with your business, what you are trying to achieve commercially, where growth needs to come from, and who makes the buying decision. It then works backwards to examine whether your social media is doing anything useful at all. Most of the time, it is partially useful. The gap is almost always in the same few places.
Your competitors are not posting more. They made a different decision entirely.
Activity fills a feed. Strategy fills a pipeline. The two are not the same thing, and confusing them is one of the most common and costly mistakes in social media.
The Difference Between a Social Media Manager and a Social Media Strategist
Most businesses hiring for social media support go looking for a social media manager. They write the job description, brief the agency, or search for a freelancer using the same phrase. And most of the time, what they actually need is something quite different.
Why Your LinkedIn Is Getting Engagement But Not Enquiries (And What To Do About It)
LinkedIn has trained us to optimise for the wrong outcome.
The platform rewards posts that generate likes, comments and shares. Its algorithm pushes those posts to more people. So naturally, we start writing content that performs well by those measures — relatable observations, industry opinions, personal stories, polls.
Why Your Social Media Isn't Generating Leads (And What to Actually Do About It)
You're showing up. The content goes out. The posts look decent. Maybe you're even getting likes, a few comments, the occasional "great post!" from someone who will never buy from you.
But enquiries? Actual leads? Silence.
If this sounds familiar, you're not alone — and more importantly, you're not doing it wrong because you're bad at social media. You're doing it wrong because most of the advice out there about social media focuses on the wrong things entirely.
Here's what's actually going on.