Most companies believe that engaging an agency or a freelancer to manage your socials is a magic fix. There is a common expectation that these outsiders will miraculously understand your mindset, absorb your brand soul by osmosis, generate high level content out of thin air, and of course generate the sales that allow you to go sailing.
The reality is that even the most talented social media managers are often left to make do with very little. They are forced to scrape for substance just to deliver something and earn their fee. The result is almost always the same: generic, AI-heavy output that lacks depth and fails to resonate. Eventually, you look at your own feed and say that you could have done this yourselves.
The truth is that you probably could. But the problem isn’t the posting; it is your lack of alignment.
What you need is not someone to simply post for you. You need to get your story in order. You need to understand who you are, why you exist, and who you are actually talking to. If you assume your clients are interested in everything you throw at them, you are no different than a parent trying to explain Bitcoin to a five year old. You are speaking, but no one is listening.
We also need to stop treating social media as a one-for-all sales solution. This post and pray mentality is a trap. To expect that posting a photo on Facebook once a week is going to sell space ships is an out-of-this-world assumption. Your social media accounts should be part of an arsenal of marketing tools, not the end-all solution.
The process must start from within. You must define your brand, refine your story, and identify the person within your own organisation who is best fit to collect news and insights from the ground up. Then, work with a marketing specialist to help you reframe that raw information into content that is actually addressed to your audience and distributed on the right platforms.
Once that framework is in place, you can post yourself. With the right guidance from a specialist, the magic happens because the substance is real.
