Leveraging Social Media

Social media isn’t rocket science; it’s just consistency, authenticity, and a bit of strategy. This isn’t about becoming an influencer or burning yourself out posting 24/7. It’s about setting things up so you enjoy it and, more importantly, it works for your business. Whether you’re a small shop owner, a SaaS start-up, or a boutique design agency—if you want to make social media work for you, let’s walk through how to get it right.

It’s easy to think, "I need to be on every platform." You don’t. I’ve seen businesses stress over juggling five platforms only to burn out and quit halfway. Here’s the truth—social media isn’t a one-size-fits-all game. The platform you choose needs to align with your audience and your business goals. If you’re B2B, LinkedIn is gold. Got a visual product? Instagram. Want to reach Gen Z? TikTok.

Why does this matter? Because spreading yourself thin doesn’t help anyone. I realised early on that it’s not about doing everything—it’s about doing the right things. When you know your audience and focus on the right platform, suddenly, social media becomes manageable and even enjoyable.

Pro Tip: Choose two or three platforms and get really good at them.

Here’s where I’ve seen most businesses confuse themselves. They want to look flawless—like they’re a Fortune 500 company. But you’re not, and that’s a good thing. You’re a local business, a passionate start-up, a company that’s part of the community. Lean into that.

Customers today want authenticity. They want to know there are real people behind the brand. If all you post are polished ads and stock photos, you come off as robotic. Show some behind-the-scenes content. Talk about what’s working and what’s not. People love businesses they can relate to, not ones trying too hard to be something they’re not.

Pro Tip: Your imperfection is your strength. People want to connect with businesses that feel human—so be that neighbourhood brand they love to support.

This is where a lot of business owners get stuck: they spend 20-30% of their time thinking about marketing, leaving them less time to develop their product or service. It’s a horrible loop. If you don’t market, you don’t make money. But if your product isn’t great, no amount of marketing will help.

The answer? Automate or delegate your social media tasks. Use scheduling tools like Buffer or Hootsuite to get ahead, or just hire someone to handle it. Your time is better spent making your product or service exceptional. Marketing should come after—and only when it complements what you’re already offering.

Pro Tip: Product first, marketing second. No exceptions. A great product will always sell better with minimal marketing than a bad product with a massive budget.

Networking can feel like a nightmare for introverts (or anyone who hates awkward conversations). If you're not one of those honey bears who can sweet-talk your way into anyone’s circle of trust, then networking will be a struggle, no matter the situation. But here’s the beauty of social media: it lets you connect with people without the exhausting small talk. A simple like, comment, or DM can build relationships that would’ve taken hours in person.

Why does this matter? Because engagement builds trust and visibility. And it’s way easier than forcing yourself into a networking event with cold coffee and awkward icebreakers. On social media, you can interact genuinely—and at your own pace.

Pro Tip: Treat engagement like digital networking. Comment on your customers’ posts, respond to DMs, and celebrate their milestones. It costs a fraction of the effort, and clients love a company that takes the time to get real.

The biggest mistake I see? Businesses trying to copy someone else’s strategy. That’s a one-way ticket to burnout. Here’s what I tell clients: set your own pace. If you can only post twice a week, that’s fine. But those two posts should be meaningful, engaging, and reflect your passion.

Social media is a long-term game, not a sprint. Consistency beats perfection every time. When you build a strategy you love and can stick with, it’s easier to gather real data and actionable insights over time. This way, you’re making decisions based on what works for you, not what everyone else is doing.

Pro Tip: Make social media a part of your routine in a way you enjoy. When it’s sustainable, it becomes second nature—and that’s when the magic happens.

There you have it—social media isn’t just about vanity metrics; it’s about building meaningful relationships, showing up authentically, and making sure your marketing fits your business, not someone else’s. It’s less about how many followers you have and more about who’s paying attention—and how well you connect with them.

Remember:

1. Pick platforms that work for you—don’t try to be everywhere.
2. Be yourself—ditch the corporate mask; people love authenticity.
3. Automate or delegate—so you can focus on what really matters: your product.
4. Engage meaningfully—network at your own pace without the awkwardness.
5. Stay consistent—forget perfection, this is a marathon, not a sprint.

In the end, the best social media strategy is the one you’ll actually stick to. So, find what works, enjoy the process, and remember: progress is better than perfection. Keep at it, and one day, you’ll look back at those first awkward posts and realize they were the start of something great.