Are you using social media like a pro?

Wondering if your social media presence is actually working for your business? In this blog post, I dive deep into the telltale signs of a strong, professional social media strategy that’s driving real results — beyond just followers.

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Over the years, I’ve worked with so many different brands, and I’ve come to notice some key markers that separate those just existing on social media from those who are thriving.

Spoiler alert: It’s not all about the followers. Honestly, in 2024, who cares about having a million followers? You and I both know it’s easy to buy followers, and that number means nothing if it’s not moving the needle for your business.

Whether you’re a brick-and-mortar store with a modest following or a growing online brand, there are key markers that show me that you’ve nailed your social media game. Let’s dive into the three levels of social media use and discover which one you’re at.

1.The Bare Minimum (aka: Just Existing Online)

At the very basic level, I see a lot of local businesses—think small shops, accountants, or even law firms—who feel like they “need” to be on social media. They set up a Facebook page or Instagram account, but it’s mostly just to announce opening hours, promotions, or other general info.

The problem? It’s functional, but not engaging. You might get the occasional reply to a message or comment, but it’s not a tool they’re using to grow the business.

These businesses tend to think they don’t have anything interesting to share. But honestly? Any business can create engaging content if they know how to use social media well.

2.The “We’re Doing Okay” Level (But Could Be Better)

At this next level, you’ll see brands that are doing better—they’re posting more regularly, showcasing what’s happening in their business, and engaging with people in the comments and messages.

But… it’s still just “fine.”

Sure, you’ll have a presence, but it’s not driving significant business or impacting your bottom line. It’s the kind of social media that makes potential customers think, “Oh, they’re active, that’s nice,” but it doesn’t compel them to take action. There’s still room for improvement if you want your social media to become a true marketing tool.

3.The Top Tier (Where the Magic Happens)

Now, let’s talk about what really excites me: top-tier social media. This is where things get serious, and social media starts to bring in real results for your business.

Here are some key markers that you’ve reached this level:

Engagement that matters

Meaningful engagement is one of the top indicators of success. You’re getting comments from real people—customers who are excited about your brand. Maybe they’re tagging friends in your posts, asking questions, or sharing genuine feedback.

And here’s the important part: the ratio of followers to engagement. If you have 50,000 followers but only get 2 comments on average, something’s off. Either followers were bought, or the audience isn’t really engaged. Engagement should be consistent and genuine.

Content that people actually want to consume

Your content shouldn’t just be promotional. I don’t want to only see posts about how I can buy your product or hire your service. I want content that’s entertaining - even if I’m not ready to buy yet.

Think about how brands like FAYT The Label create behind-the-scenes content, share stories about their team, and pack orders on TikTok. It’s engaging even if you don’t intend to make a purchase. That’s the goal: content that keeps people coming back because they enjoy it.

Also, be mindful of the quality. High-quality images, good lighting, captions, and audio make a difference in how your content is perceived.

Clear Calls-to-Action (CTA)

When someone visits your profile, do they know what to do next? Should they DM you, sign up for your email list, or head to your website? Clear CTAs show that you’re using social media with purpose and that it’s part of a larger marketing strategy.

Platform-Specific Content

One of the most common mistakes I see is brands posting the same exact content across platforms. What works on Instagram doesn’t always work on Facebook or TikTok. Each platform has its own nuances, and you should be adapting your content accordingly. It’s about quality and platform-specific strategy.

User-Generated Content (UGC) and DM automations

When I see a brand incorporating user-generated content, it’s usually a good sign they’ve stepped up their game. UGC can be a game-changer for product-based businesses because it provides social proof and builds trust.

For service providers, using DM automations—like sending webinar links or freebies when someone comments on a post—can indicate a more advanced level of social media strategy. It shows that you’ve thought about how social media fits into your larger marketing funnel. This one isn’t a must, however.

Retargeting Ads

This might sound weird, but I love it when I visit a brand’s website, leave, and then see a retargeting ad in my feed. It shows me that the brand understands how to maximize traffic and bring back potential customers who didn’t convert on their first visit.

Whether it’s retargeting website visitors with a discount or offering a freebie, these ads demonstrate that the brand is taking its social media strategy seriously.

Final Thoughts:

Take all of this with a grain of salt. Just because you see good engagement or content doesn’t always mean a business is doing well behind the scenes… It’s easy to assume that a brand with tons of followers and engagement is thriving, but I’ve worked with clients who had both—and still struggled to make sales. So, there’s always room for improvement.

If you’re thinking, “I’m somewhere between basic and advanced, but I really want to get to that top tier,” shoot me a message or email. Let’s chat about how we can take your social media from fine to fantastic - get in touch!

Talk soon,

Hanna