Everyone Knows How to Post. Almost No One Knows What They’re Doing.

Post in a Facebook group or private community asking “Who’s good with social media?” and within minutes, the comments pour in.

Tag after tag.
“Highly recommend.”
“DM’d you!”
“My mate can help!”

A flood of recommendations.

That feels good. But here’s the truth:

Most of those folks can post. Very few can strategise.

Posting is just execution. Strategy is thinking, planning, and purpose. It’s the difference between shouting into the void and building a system that actually supports your business goals.

Why a “Like & Share” Competition Is a Trap

One classic recommendation you’ll see:

“Let’s run a like and share competition.”

It gives you likes and followers — sounds good, right?

No.

Not only are these competitions often against platform rules (which can lead to your page being restricted or shut down), they also damage your data.

You end up with:

• People who just want a freebie, not your product or service.

• Followers who will never interact meaningfully with your brand.

• Analytics full of noise, making it harder to understand what is actually working.

Likes and shares can make dashboards look busy, but they don’t show whether social media is helping your business.

What a Social Media Strategy Should Actually Look Like in 2026

A strategy in 2026 isn’t about catchy reels or clever captions. It’s about purpose, ownership, and measurable outcomes. Here’s how to do it right:

1. Start With Clear Goals (Before You Post Anything)

Before thinking about content, ask:

• What is this post trying to achieve?

• What is the next step for the people who see it?

Your goals should be specific. Not “get more followers,” but things like “drive 50 people to sign up for our email list this month,” or “generate 20 inquiries through our contact page this quarter.”

This gives every piece of content a clear job to do.

2. Know Your Audience Deeply

Not everyone on social media is your audience.

Define:

• Who your ideal customer is

• What problems they have

• What they care about

• Where they spend time online

A strategy tailored to the right audience always outperforms scattergun posting.

3. Think About the Path, Not Just the Post

Social media should be the front door — not the living room.

Your content should have a pathway:

Post → Profile → Offer or Resource → Email Signup → Conversion

That means:

• Every post should invite people to take a next step

• Link to something you own (your website, email list, private group)

• Use lead magnets or landing pages to collect emails and build relationships

Your goal isn’t more followers — it’s more relationships you own.

4. Use Platforms Where Your Audience Actually Converts

You don’t need to be everywhere.

Pick platforms based on where your ideal customers engage and are likely to take action:

• Instagram and TikTok for visual stories and short video

• LinkedIn for professional audiences and thought leadership

• Facebook groups for community engagement

Just make sure your strategy directs people toward owned channels like email lists or communities you control.

5. Build — Don’t Rent — Your Audience

Social platforms are rented attention. The algorithm can change overnight, and suddenly your reach drops.

Your email list and private communities are owned attention. You decide how and when to communicate.

Your strategy should actively drive people off social and onto your owned channels.

That’s where real relationships start.

6. Measure What Matters

Most businesses still measure:

✔ Likes
✔ Comments
✔ Follower growth

But those metrics don’t prove business impact.

In 2026, measure:

📊 Click-throughs to offers
📊 Email signups
📊 Leads generated
📊 Conversions and repeat customers

That’s real business value.*

7. Create Content With Purpose

Good social content doesn’t exist just to fill a schedule. It should:

✔ Solve a problem
✔ Educate, entertain, or inform
✔ Invite meaningful engagement
✔ Point to a next step

Try formats like:

• Short-form video with actionable tips

• Carousel posts with step-by-step how-tos

• Educational threads or guides

• Q&A livestreams that build connection

Every piece of content should earn its place.

8. Give Value First

Instead of gimmicks or competitions:

• Share insights that help your audience

• Answer real questions

• Provide tips people can use immediately

When people feel they’ve gained something, they trust you. And trust leads to sales.

Summary

In 2026, effective social media isn’t about posting more — it’s about posting with purpose.

What matters isn’t how many likes you get, but whether your content:

• Moves the right people

• Drives them toward something you own

• Turns attention into relationships and revenue

So when the recommendations flood in next time you ask for social media help, ask this:

Can they explain how their work connects to real business outcomes?

If they can’t, keep scrolling.

Your business deserves more than posts — it needs a strategy that works.