When done well, having a superb social media strategy can transform your business. When done badly, it becomes a massive time-suck with little return.
So, how do you craft a social media strategy that works for your business, with your time and resources?
To answer that, I turned to three brilliant experts: Niki Hutchison, Harvey Morton, and Liza Horan. Each has a unique take, and between them, they offer a realistic and effective roadmap.
1. Start Where Your Customers Are — and Where You Want to Be
Niki Hutchison helps entrepreneurs refine their digital marketing strategy. She says the first step is to identify the platforms your ideal customers already use.
“Are they in Facebook groups, watching Instagram Reels, loving LinkedIn, or die-hard Tweeters?”
Niki suggests asking customers a subtle but powerful question:
“Which app do you open first thing in the morning?”
This gives you real insight into habits, which may differ from what people say they “like” the most.
Once you’re clear on where your customers are, Niki recommends picking platforms that feel natural for you, too. If you hate Twitter, don’t force yourself. You’ll never post consistently, and consistency matters, and consistency is essential to success when it comes to social media strategy.
She also advises creating content in batches and using professional scheduling tools. Spend a couple of focused hours each week (or one half-day per month), then step back and review performance. Track trends in a spreadsheet. Double down on what works; drop what doesn’t.
2. Strategy Over Spontaneity
Harvey Morton, founder of HarveyMorton.Digital and host of The Social Sanctuary Podcast, agrees: you don’t need to be everywhere — just in the right places.
Harvey stresses that a social media strategy isn’t just a content plan. It’s a living system:
- Test everything — different types of content, formats, and times of day.
- Inject personality — behind-the-scenes, team intros, gifs, even sales posts can work if you mix them well.
- Stay consistent — your audience should know when and what to expect from you.
- Be human and honest — never pretend to be something you’re not.
“Be true to your business values and vision. Never sacrifice authenticity — it’s the fastest way to lose trust.”
Harvey warns against spammy memes and empty competitions. Instead, engage people meaningfully. Ask questions. Start conversations. Comments and replies are more powerful than most people realise.
He recommends scheduling software like Hootsuite, Buffer, and SocialPilot. These help release content at set times and maintain a rhythm your audience can rely on.
And his favourite example of creative, on-brand engagement?
The #KFCAdminIsBored Twitter competition — a fun guessing game about music that got people talking. Quirky, brand-aligned, and not remotely salesy. Genius.
3. Be a Resource, Not a Megaphone
Liza Horan, a media strategist with 30 years’ experience, sees two big mistakes professionals make:
- Using social media like a soapbox.
- Chasing likes and followers as if they were an end goal.
“Come from a place of service,” she says. “Be a resource first, and a provider second.”
Your social media strategy should focus on building relationships and understanding your market, not just pushing your content. Liza advises senior leaders to engage directly in sector-relevant conversations. It builds trust and credibility.
She also reminds us: your social media strategy must serve your business goals.
A lot of followers mean little if no one’s clicking, signing up, or buying.
Liza’s favourite tools:
- Bit.ly – to track link clicks.
- Canva – for easy, on-brand content design.
- Pexels – for copyright-free images and videos.
- Hashtags.org – to discover top-performing hashtags.
She advises against posting identical content across platforms — each has its own culture and language. And she strongly believes social media should not be fully outsourced.
“Your name is your brand. People do business with people.”
So… Should You Hire Someone or DIY?
The experts differ on this, and honestly, I’ve seen both sides.
If your business is growing fast, you may not have time to manage social channels, even if you run a personal one separately, let along develop an effective social media strategy. That leaves two options:
- Hire someone in-house and invest in training them regularly, or
- Subcontract to someone who speaks your language and understands your values.
Either way, don’t hand off your social media to someone who doesn’t get your voice and vision. That’s where authenticity dies — and with it, trust.
Also, beware of agencies offering “x posts per week” without interaction. Engagement is half the game. Without it, you’re just broadcasting.
Final Tips for your Social Media Strategy: Strategy First, Vanity Metrics Last
- Focus on 1–2 channels that matter to your audience. Do them well.
- Schedule posts at regular times. Be consistent.
- Plan your mix in advance: education, personality, soft promotion.
- Measure results beyond likes: clicks, sign-ups, and email interactions.
- Don’t get sucked in. Your job is to run the business, not live inside Instagram.
Remember: the goal of your social media strategy isn’t just to look good on social media. It’s to connect, build trust, and grow your business.
Let your real voice shine through — and let your strategy serve your vision.
You might also enjoy this article on developing an effective AI strategy
