Do Businesses Understand Social Media?

As a social media expert, I recently had an eye-opening conversation with a business owner who was exploring the idea of outsourcing her company’s social media. She wanted to know what a social media agency like ours could offer that was different from what she was already doing - posting a few times a week and running paid ads. For her, social media seemed like a simple tick-box exercise: post regularly, boost a few ads, and you’re done. She had even completed a few hours of online training and felt confident she had all the skills she needed.

This conversation made me realise that many businesses may not fully understand the true scope of social media. It’s not just about putting up four posts a week, six stories, and calling it a day. Social media is a powerful tool, but only when it’s used strategically.

We have spent over seven years working in the social media industry. We’ve seen the platforms evolve, algorithms change, and trends come and go. This kind of experience simply can’t be matched by a few hours of online training. It’s not just about knowing what to post - it’s about knowing why you’re posting, who you’re speaking to, and how to adapt your strategy as platforms and audiences shift.

What many businesses don’t realise is that social media requires a deep understanding of audience behaviour, brand voice, and long-term planning. It’s about creating a strategy that aligns with the company’s goals, building meaningful engagement, and measuring the impact of every post, story, and ad.

Posting content is only the surface level. Without a well-researched strategy, those posts are just noise. Boosting posts without targeting the right audience, or understanding what content is going to resonate most, is like throwing spaghetti at the wall and hoping something sticks. In fact, simply boosting posts is a big no-no in our books. Instead, we focus on creating intentional, well-thought-out campaigns that align with business goals, ensuring that each ad has a clear purpose.

What social media agencies bring to the table is years of expertise, insight into trends, and the ability to adapt quickly to new developments. We’ve fine-tuned these skills through countless campaigns, learning from both successes and failures.

When businesses view social media as just a checklist, they’re missing out on the immense potential it offers. A well-executed social media strategy can drive awareness, build trust, and convert followers into loyal customers. That takes more than a handful of training hours - it requires experience, creativity, and an understanding of the bigger picture.

So, when you’re thinking about outsourcing social media or handling it in-house, remember: it’s not just about putting posts up. It’s about the expertise and strategy behind those posts that make all the difference.