LT:2 supports businesses in building — or sometimes refocusing — their presence on social media. Many clients come to us unsure where to begin: Which platforms should they use? What should they post? How often? Others have experimented with posting here and there but have seen inconsistent or disappointing results. This is common, and it often stems from a set of misconceptions about how social media marketing actually works.
Where do These Misconceptions Come From?
Most of the confusion we see is influenced by two things:
1. Well-meaning, but inaccurate advice from family, friends, or colleagues
2. Poor professional guidance
People often assume that because they use social media every day on a personal level, they automatically understand how to use it for business. However, the way we consume content as individuals is very different from how businesses need to communicate, attract customers, and build trust online. A family member who loves scrolling while watching TV does not necessarily understand audience segmentation, content strategy, analytics, algorithms or brand positioning.
Simultaneously, the last few years have seen a surge of marketing agencies and other businesses jumping into social media management or training — often without the expertise, experience, or proven results required. Social platforms have grown more sophisticated, and running an effective campaign now requires far more than posting attractive images or chasing likes.
Every Business is Different — Your Strategy Must Reflect That!
A successful social media strategy is never ‘one size fits all.’ What works brilliantly for one brand may be a disaster for another. Industry, audience behaviour, seasonality, platform features, and even the level of internal resources available all shape what an effective social media approach should look like.
Just because a platform is popular doesn’t mean your business needs to be there. If your target audience doesn’t use a particular network — or doesn’t use it to look for services like yours — then investing time and money into that platform is unlikely to bring results. In 2025 and beyond, relevance matters more than presence.
Start With Clear Goals
Before you launch or refine your social media activity, it is essential to set clear, measurable objectives. What do you want social media to achieve for your business? Some of the possibilities could be:
- Increased brand awareness
- More website traffic
- Lead generation
- Online sales
- Customer loyalty and retention
- Community building
- Better recruitment
Establishing a clear purpose allows you to track results, understand what’s working, and calculate your return on investment. You can then build a defined strategy to reach your business goals — instead of posting “because you feel you should.”
Plan — but Keep Flexibility
Planning is key to social media success. This includes:
- Understanding your competitors
- Researching your target audience
- Identifying the right social media platforms to use
- Defining your content types
- Establishing a posting schedule
- Setting the tone, voice, and style of your brand online
However, social media in 2025/26 moves quickly. AI-driven algorithms, emerging features and new trends are constantly appearing. One of the biggest opportunities for businesses is the ability to join relevant conversations or trends in real time. But spontaneity shouldn’t replace strategy, it should complement it.
To find out how LT:2 can help you by developing a social media marketing strategy to enhance your business, please get in touch for a free no obligation initial video call or meeting.