The social media reality check

Social media won't help you, if the problem isn't there in the first place

Plenty of companies open pages, pay for content, and sales do not move. Usually because the real problem sits somewhere else entirely.

Social media is not just money, it is time, decisions and follow-up

Most companies budget for ads and assume the rest takes care of itself. In reality most of the cost of social media is not money.

Stop chasing followers, that number doesn't pay salaries

Ten thousand followers does not mean sales. How to know which follower is worth having, and what to measure instead of the big number.

You don't need to be famous, you need to be known to the right people

Fame is not a condition for success, and sometimes it distracts you from the work. The difference between being famous and being the name that gets recommended in your field.

You don't need to be a trend, chasing them costs you your brand

There is a new trend every week and every company runs after it. When a trend is worth it, and when it leaves your brand shapeless.

Consistency is the foundation of content, not the brilliant idea

Companies start with enthusiasm and stop after a month. Why regularity beats creativity, and how to build a system you can sustain.

Lots of messages and no sales? The problem is the last step, not the ad

The ad brings enquiries and the page is full of messages, and still no sales. The five most common causes and how to fix them.

Social media does one thing extremely well and one thing not at all. Which of the two your customers rely on is what decides whether you need anything else.

The worst marketing advice given to small businesses: five pieces that keep coming back, why each is wrong, and three questions to filter any advice.

Does influencer marketing still work for small businesses? Yes, and the measured effect is smaller than the pitch. What credibility does that looks cannot.