Start with the audience, not the algorithm
Social media works when it gives the right people a reason to remember you before they need you. That starts with knowing who those people are, which platforms they use when they are thinking about your problem, and what they need to hear to trust you. I build the strategy on that, then choose formats and posting rhythm to suit it.
LinkedIn for B2B and personal brands
For professional services, software and B2B firms, LinkedIn is usually where buying conversations start. A founder or senior team member sharing what they have learned, with real examples, tends to outperform a company page posting announcements. I help you find the topics only you can talk about, turn short interviews into posts, and build a rhythm you can sustain.
Instagram and Facebook for consumer brands
For consumer brands, Instagram and Facebook carry most of the discovery and the community. The mix is short video, carousels that teach or show, stories for the day-to-day, and fast replies to comments and messages. Organic content also feeds paid campaigns: posts that perform well become the first ads to test, which is where social links up with UGC ads and performance marketing.
Content pillars and a calendar you can keep
Every brand I work with gets three to five content pillars: the subjects it posts about again and again. Each month you get a calendar with captions, creative and timings, planned around launches, seasons and the questions your customers actually ask. You approve it once, and it goes out on schedule.
Measured by enquiries, not likes
Reach and engagement tell you whether content is landing. They do not pay the bills. I track profile visits, link clicks, website sessions from social in GA4, and the enquiries and sales that follow, so you can see what social is contributing.
Where AI fits
AI tools speed up research, first drafts and repurposing one idea into several formats. Your voice, your stories and your judgement stay at the centre. More on that approach in AI content creation.