It’s true. By posting frequently on social media, you may be killing your brand.
Yes, having an online presence is important, and so is posting on social media platforms. But before you push the ‘post’ button, you should answer the four W’s.
The Four W’s of Posting on Social Media
- Where are you posting? (Which platforms?)
- When are you posting? (Is your target audience active at that time?)
- What are you posting? (Is it relevant to your audience?)
- Why are you posting? (Is it trending? Is it on brand? Will it help build authority or gain engagement?)
The last one might be the most important. If you post something on your brand’s social media page because everyone else is doing it, or just because you liked it, you are poisoning your page.
Social Media Can Destroy Your Brand
Don’t get me wrong. Having an online presence is non-negotiable in today’s digital age. When people search for your brand, your Google Business profile, website, and Instagram pop up before anything else.
Let’s suppose you have a strong presence offline and want to tap into the online world. So you get a nice website made, get professional photoshoots and crisp content for it.
But you decided against hiring an agency for social media. You made a profile on Instagram, knew how the app worked, and were more familiar with your brand than anyone else. So why pay someone else to do what you could do yourself, right?
If your goal is to consistently scale and grow your business online, that approach may cost you in the long run.
Every year, Instagram adds around 70 million new users to the platform. How many of them are truly successful? Without a clear strategy, your brand can easily get lost in the noise.
Posting on social media yourself
Say you start on Instagram. You start posting daily, do that for about a week or two, and then the motivation starts to fade.
You are not getting the views you hoped for and are feeling a little lost. Or worse yet, you keep asking yourself, “What do I post on Instagram?”
You skip a day, two days, ten days, turn into a month, while the guilt bubbles up each day. So you post a random meme that you liked. It gets good engagement. So you decide to post a few more, maybe with occasional posts about your business in there too.
You get decent engagement, some followers too, yet you potentially just killed your brand.
Why? Because social media is much more than getting followers or engagement. Yes, that is a big part of it all, but how you get that engagement is what makes or breaks your brand.
Hiring an agency for social media
Let’s say you decide to hire the best social media agency to manage your social media. What will we do differently?
The first order of business is to get to know your brand.
From why you started the company to what’s keeping you up at night, tell us everything. You can treat this as your brand’s therapy session. Tell us where you want to take your company so that we can help you get there. Every piece of information is useful in getting you to your goal.
The intention is to understand who you are as a brand—your vision, mission and all the good stuff. Then we get to the pain points. What is stopping your growth? Do you want to build awareness or get leads? What is the ultimate goal here?
Once that is clear, we will dive into your industry. We dissect what your competitors are doing, why they’re doing it, and whether it’s working. That helps us understand potential gaps that your brand could fill. This is the closest we get to having our Sherlock Holmes moment—and we love it.
After a few other important steps (join us on a meeting, we can’t spill all the details here), we get on to the best part— creating the content.
Each post that goes live has to pass the four W’s we discussed earlier. On top of that, they have to be on brand visually and verbally.
For example, all the posts should have consistent fonts, sizes and colour themes. The tone you use to communicate matters a lot, too. Deciding which tone to use is where branding comes in–to help define what brand archetypes best suit your brand.
Each post should have a clear goal, with a careful breakdown of whether the content will be a reel, post, or carousel.
After a few days or weeks of posting, we will dive into a deep analysis of what worked and why–future content will be adapted to this feedback.
Can you do all of this yourself? Maybe you can. But if you sit down to do this, then who will run the business? Doing it all yourself isn’t a strategy—it’s a fast track to burnout. Let’s change that.