Social Media Isn’t a Strategy—Here’s What You Should Focus on Instead

Too often, businesses jump into social media because they feel like they have to. They post, test trends, and try to be everywhere at once—then wonder why they’re not gaining traction. The reality? Social media alone isn’t a marketing strategy. It’s just one tool in the toolbox.

I know this because I’ve spent a lot of time managing social media for clients, building content calendars, and crafting posts. But over time, I realized something important—without a clear strategy behind it, social media can be a time-consuming effort with minimal return. That’s why I shifted my focus to helping businesses develop solid marketing strategies first. When you have that foundation, everything else becomes more purposeful—including social media.

It Starts with Defining Your Audience

A successful strategy always begins with knowing your audience. Ask yourself:

• Who are you trying to reach?

• Where are they spending their time?

• How do they like to consume information?

Not all platforms work for every business. For example:

• Targeting professionals? LinkedIn might be a better use of your time than Instagram.

• Reaching a younger demographic? TikTok is likely more effective than Facebook.

• A local business? Focus on SEO and your Google Business Profile instead of spreading yourself thin across social platforms.

Show Up with Purpose

Once you’ve identified the right places to show up, it’s time to think about how you’re showing up. If social media is part of your strategy, it needs to be intentional. Ask yourself:

• Are you providing value, or just posting for the sake of posting?

• Does your content align with what your audience actually wants?

• Are you building relationships, or just talking at people?

But remember, social media is just one piece of the puzzle. A well-rounded strategy might also include:

• Email marketing – Build a direct relationship with your audience without worrying about algorithm changes.

• SEO & content marketing – Help people find you by creating high-value content like blog posts or guides.

• Paid ads – Boost visibility once you have the right foundation in place.

• Partnerships & collaborations – Leverage existing relationships to grow your reach.

Strategy First, Social Second

Investing in a sound marketing strategy is the smartest way to grow your business. Social media might still play an important role, but it should support your overall strategy—not drive it.

When I work with clients, we focus on building the foundation first—starting with defining their audience, creating key brand messaging, and developing a plan that feels both purposeful and achievable. Social media is only part of the mix if it truly makes sense for their goals.

If you’re feeling stuck or spending time on social media without seeing results, it might be time to step back and look at the bigger picture. Let’s create a marketing strategy that works for your business!