Interestingly, most business owners and non-profit leaders I talk with don’t like social media. While they know it is essential for their brand to grow its awareness and generate sales, interest, signups, etc., there’s a growing allergy to social media. As a result, most will post randomly without any plan or strategy.

However, they’re missing out on the best of what it means to be on social media. Here’s why a strategy is essential …

Many small brands lack the time and expertise to generate high-quality digital media content.

This is one of the biggest challenges smaller brands face.

You’re so preoccupied with getting your brand off the ground, and there are so many hats you’re wearing. Often, what gets neglected are the actual components that help you build and grow your brand, namely quality photography, video, and social media content.

Social media is constantly changing. That is nothing new, and it has been that way from the beginning. Throughout the year, there are constant tweaks to the algorithm. For example, Instagram may emphasize Reels and push that content, only to later pivot toward carousels. We're left guessing and scrambling to keep up. Oh, and then there's AI.

As we forge ahead year after year, with everything happening and changes on the horizon, what does it take to stand out on social media today?

How about authenticity ...