Social media marketing

Using social platforms to reach customers. Rented ground, and it changes without notice.

What it means

Organic and paid activity on platforms — the mix depends entirely on where your customers are, which is rarely all of them.

Why it matters

Reach is controlled by the platform and has fallen steadily for organic business content. An audience you built there can be devalued by an algorithm change you had no warning of.

What it looks like in practice

Pick one or two platforms and do them properly. Post what your customers find useful rather than what you find interesting.\n\nMove people to something you own — a mailing list, a booking system — because that is the asset.

What to watch out for

Treating follower count as a business metric. Followers who never buy cost you time. Measure enquiries.

Where to get proper advice

The platforms' own business help, and your own analytics for what actually produced enquiries.