In the fast-paced, algorithm-shifting world of social media, it helps to know a few secrets of the trade. The good news? You don’t have to be a wizard or master all the platforms. Whether you’re managing a team, building a brand, or simply trying to keep your head above the digital tide, these 10 tips, gleaned from my time working in the frontlines, will help you think like a social media expert.
Know Your Audience (Like, Really Know Them)
If you’ve ever tried to pitch a “funny meme idea” to a boardroom of bank executives, you’ll know how badly things can go when you miss the mark. The best social media pros don’t just know who they’re talking to—they understand what makes those people double-tap, comment, and hit “share.” Use platform analytics, customer feedback, and even a good old-fashioned survey to find out what your audience cares about. Then, serve it up regularly.
Try never to make assumptions.I’ve worked on several campaigns where Facebook was gold for reaching healthcare workers—consistent results every time. Then along came a new client in a younger-skewing healthcare profession. We tried Facebook. We heard crickets. Turns out Instagram was their digital watering hole. Who knew?
Create Content That Actually Connects
High-quality stock images are great—but not if they say nothing. The most effective content tells a story. It solves a problem. It entertains, informs, or inspires. Bonus points if it does all three. Whether you’re posting an infographic, a behind-the-scenes reel, or a heartfelt caption, always ask: why would anyone care about this?
Interactive formats like polls or Q&As invite engagement (and give you helpful feedback in the process). And don’t be afraid to invite your followers to share their stories—you might be surprised by what comes back.
You’ll know it when you see it. I had a client in leadership development whose posts were steady performers. Then we shared something about Ted Lasso and it blew up—exponentially outperforming everything else. Maybe people liked the heartfelt optimism? Maybe it was the moustache? Either way, it worked.
Measure What Matters
It’s easy to get distracted by vanity metrics. (Who among us hasn’t felt the tiny dopamine hit when we see a spike in likes?) But social media experts focus on meaningful metrics: engagement rate, saves, shares, click-throughs, conversions. Use native tools like Instagram Insights and LinkedIn Analytics—or level up with Sprout Social, Hootsuite, or Google Analytics—to find out what’s actually moving the needle.
I once worked with a client who was pleased with their engagement numbers—until we looked closer. Most of the “likes” were coming from a few members of staff. It was a bit of a closed loop. When we started tracking reach and impressions and engagement rate, we got a much fuller picture—and shifted our strategy significantly as a result. .
Show Up Consistently (Even When You’re Over It)
Social media doesn’t take a day off, but you still need to. That’s why consistency is key—not perfection. A solid content calendar is your best friend here. It helps balance content types, avoid repetition, and build audience trust. Tools like Buffer, Later, or even a colour-coded spreadsheet can keep you honest.
Consistent branding also matters—visuals, voice, and values should align. It’s how people come to recognise and trust your presence in a crowded feed.
And let me just say: solid content planning means I can take a proper vacation now and then. It’s a total sanity-saver.
Ride the Right Trends
Trends are the espresso shots of social media—they can give your content a temporary jolt. But don’t jump on every one. The best social media experts know when a trend fits their brand—and when it’s best left alone. Before you start filming your CEO doing a TikTok dance, ask: Will our audience get this? Will they want this?
Used wisely, trends can help you reach new eyes. Just be sure they complement your brand instead of confusing it.
The Ted Lasso post? Total trend ride AND relevant to the brand. Win-Win!
Use Hashtags with Intention
They’re not as effective as they once were but hashtags can still be some help in content discovery—especially on Instagram, LinkedIn, and TikTok. The trick is to be strategic. Mix broad tags (#marketing) with niche ones (#EmailMarketingTips). Don’t stuff your posts with 30 trending tags. Use tools like Hashtagify or your platform’s search bar to identify trending and relevant tags in your space.
That said, hashtags aren’t just about reach anymore. I’ve found they’re also handy for adding human-readable context to a post. They act like social punctuation—#instantawareness, if you will.
Build a Real Community
Follower counts are nice, but loyalty is better. The best social media experts treat their followers like humans, not metrics. That means replying to comments, answering DMs, and genuinely caring about what people have to say.
Go beyond posting—host live chats, ask questions, share user-generated content. This is where social media truly shines. One client, a local hospice built meaningful connections, deepened community support, and unlocked surprising opportunities just by being intentional and responsive on social.
Collaborate and Partner Up
Influencer marketing isn’t just for beauty brands and viral snacks. Whether you’re working with micro-influencers or peer brands, partnerships can expand your reach and bring fresh voices to your feed. Just be sure the collab makes sense—and that the partner shares your values.
Authenticity wins here. If it looks forced, people will smell it a mile away. Find allies who bring value to your audience.
I recently ran a Meta campaign with a partner and saw not just increased engagement but surprising new follower growth too. Back to tip #1: know your audience—and who else they’re listening to.
Invest in Paid Ads (Strategically)
Organic reach is great, but let’s face it—it’s not enough anymore. Strategic paid ads can help incite engagement, boost reach, or drive clicks. But targeting is everything. The best-paid campaigns have crystal-clear objectives, compelling visuals, and strong calls to action.
A/B test creative. Keep an eye on performance. Don’t be afraid to pull the plug on underperforming ads and reallocate the budget.
And here’s a hot tip: always monitor your comments. Some bad actors treat paid ads as free ride zones for spam or self-promotion. Stay vigilant.
Keep Learning (Because Everything Changes)
The platforms will change. The algorithms will change. Your audience will change. The real secret? Stay curious. Take courses, read newsletters, follow creators who inspire you. The best social media experts are lifelong learners.
Recently, I’ve been playing with the new feature integrations between Instagram, Facebook, and Threads they’re proving to be serious time-savers. When you keep learning, you keep winning! Don’t be afraid to experiment. Every viral hit started as an idea someone was brave enough to try.
Final Thoughts
You don’t need to know every single algorithm update to be a great social media expert. You need to care about your audience, create content that matters, and stay curious enough to keep adapting. Do that, and the rest will follow.
And if all else fails? Post a cat meme. Works every time.
Listen:
Want to stay ahead in the ever-changing world of digital marketing? Sign up for my newsletter to get insights like this straight to your inbox. Let’s navigate the evolving media landscape together and make smarter, more informed communication decisions for your brand.
Leave a Reply