Why Being “On Social Media” Isn’t Enough: The Importance of Strategy for SMEs

19 Jun

Over the last 6 months in my role as a marketing consultant, I’ve had countless conversations with small and medium-sized business owners who have been told “You need to be on social media.” So, they jump in, [often reluctantly]because it feels like the “done” thing. They hire an agency, start posting a few times a week, and... nothing happens.

No engagement. No real traction. Just mounting frustration and the sense that social media is a waste of time and money.

Here’s the hard truth: social media without a strategy is like driving without a map. You’ll burn fuel, but you’re unlikely to reach your destination.

Why Social Media Feels So Frustrating

Most SMEs enter the world of social media with the best intentions but with little clarity. They're told it's essential, so they jump in. But here’s where things go wrong:

No clear objectives: What are you trying to achieve? Brand awareness? Lead generation? Customer loyalty?
No understanding of the audience: Who are you speaking to? What platforms do they use? What content resonates with them?
No alignment with wider business goals: Social media doesn’t exist in a vacuum. It must support your wider marketing and sales funnel.
No metrics for success: If you don’t define success upfront, you won’t know what’s working or what’s not.

When these aren’t defined from the beginning, even the best agency can’t deliver real results. Because they’re posting for the sake of it, not with purpose.

How to Create a Social Media Strategy That Actually Works

Here are some practical tips to help SMEs take control and use social media intentionally:

1. Start with Your Business Goals

Everything should flow from your main objectives. Are you trying to:

Increase brand awareness?
Drive traffic to your website?
Generate qualified leads?
Improve customer service?

Define this early. Social media isn’t the goal it’s a tool to support your business goals.

2. Know Your Audience

Avoid posting into the void. Research and define:

Who your ideal customer is
Where they spend their time online
What content formats they prefer (video, carousels, infographics, etc.)
What challenges or pain points you can help solve

3. Choose the Right Platforms

Not every business needs to be on every platform. Focus on the ones where your audience is active and where your content can shine. For example:

LinkedIn for B2B services
Instagram for visual brands
TikTok for trend-driven or creative storytelling
Facebook for local community engagement

4. Create a Content Plan

Consistency matters but so does relevance. Plan your content around themes that align with your business goals. Some ideas:

Educational posts (to position you as an expert)
Testimonials and case studies
Behind-the-scenes glimpses
Industry insights or thought leadership

Pro tip: Don’t just post what you want to say—post what your audience wants to hear.

5. Measure What Matters

Track the metrics that align with your goals. For example:

If your goal is awareness: look at reach, impressions, and new followers.
If your goal is leads: focus on click-throughs, conversions, and DMs.

Regularly review what’s working and adjust accordingly.

Social media isn’t a magic bullet but when used strategically, it can be a powerful part of your marketing toolkit. Don’t let FOMO or peer pressure push you into a scattergun approach. Take the time to clarify your goals, understand your audience, and develop a content plan that serves both.

And if you’re not sure where to start or want a second opinion on what’s working (and what’s not), that’s where I come in. Let's have a conversation about aligning your social media presence with your business strategy so your efforts don’t go to waste.

Marie Evans