Social Media Strategy Starts with Your Goals: Presence vs. Purposeful Engagement
Let’s be honest: social media can feel overwhelming—especially when you’re constantly told you have to be everywhere, posting constantly, following trends, and turning likes into leads.
But here’s the truth I share with my clients all the time:
Your social media strategy should align with your actual business goals. Not someone else’s formula.
You don’t need a complex content calendar if your goal is just to show you’re active and credible online. But if your aim is to build community, drive inquiries, or generate sales—then you do need a more intentional, strategic approach.
First, Get Clear on Why You're Showing Up Online
Before you plan another post or jump on another trend, ask:
Are you using social media just to have a presence (so people can find and verify you)?
Are you hoping to increase engagement and build a community around your brand?
Or do you want to convert followers into clients, leads, or students?
Each of these requires a different level of planning, time, and content style.
What a "Presence-Only" Strategy Looks Like
If your goal is simply to be visible and look legit, that’s totally okay—especially for small teams or new businesses. Here's what this can look like:
Posting 1–2x per week to keep your feed fresh
Making sure your bio, link, and highlights are clear and up to date
Using simple brand-consistent templates to maintain visual polish
Sharing basic updates or repurposed content from other platforms
This is enough to build familiarity and provide credibility without overcommitting.
What a Strategy for Engagement or Sales Looks Like
If your goals are more focused on growth—whether that’s growing an audience, filling a program, or increasing inquiries—you’ll need a more intentional content plan.
That might include:
A regular posting schedule (3–5x/week)
Value-driven content that educates, inspires, or connects
Calls to action that move people toward a goal
Stories, video, or behind-the-scenes content that deepens trust
Campaign-based content for events, launches, or enrollment periods
Analytics tracking and content optimization
This is where strategy really matters—because every post has a purpose, and every story supports your brand narrative.
Choose a Plan That Fits Your Capacity and Goals
There’s no “one-size-fits-all” strategy, and you don’t need to do it all to see results. The key is choosing a level of consistency and intentionality that matches your goals and bandwidth.
That’s something I help my clients figure out at The BrandStory Connective—because brand clarity and aligned communication should inform your social media, not just the latest algorithm advice.
Ready for a Social Strategy That Matches Your Mission?
Whether you're just trying to maintain a credible presence or you're ready to grow your brand through targeted content, I’ll help you build a plan that works for you—not against you.
