Why posting every day isn't a social strategy

A business posts daily for three months, gains a few hundred followers, and sees no change in enquiries. The conclusion is usually "social doesn't work for us". More often, the content was simply interchangeable with everything else in the feed.

Decide the point of view first

An account with a point of view is remembered. A café that celebrates its regulars, a clinic that explains procedures honestly, a builder that shows unfinished work — each of these is a clear editorial position that generates content almost automatically.

Then pick three content types

• Useful — something the audience can act on today
• Human — the people, the process, the place
• Commercial — the offer, the availability, the booking

Most business accounts are 90% commercial. A healthy mix is closer to half useful and human, half commercial — and the commercial posts convert better when they arrive in a feed that has already given something away.

Measure the right things

Likes are the least useful number on the dashboard. Saves, shares, profile visits and enquiries tell you whether the content did a job. Track those monthly and stop producing the formats that never do.