Your Brand’s Digital Front Door
Setting a foundation for social media success
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Think of Your Social Media Profiles as the Window Into Your Business
What do you want people to know about your brand when they window shop you? Are you open for business?
Social media is just one part of your overall marketing strategy, but if your brand is online, it is an essential piece of the puzzle. It’s a way for customers to connect with your brand, see what you offer, and engage with your story. It can also be a place to share updates, celebrations, behind-the-scenes moments, and educate your customers.
If you have social media profiles, potential customers are casually browsing your brand through social media. If they aren’t actively engaging with your content, it might be time to reassess how you’re showing up online. And if you don’t have social media profiles yet, this information can help you decide if it’s the right fit for your business.
You’ll find endless advice on social media content and engagement, and that advice is always evolving. If you’re trying to grow your engagement, the volume of information can feel overwhelming and frustrating. For today, let’s focus on organic and authentic social media content.
What is organic social media content?
Organic social media content refers to any post, image, video, or story shared on a social platform without paid promotion. This includes:
✔️ Regular updates about your business
✔️ Behind-the-scenes content
✔️ Unpaid user-generated content (UGC)
✔️ Community engagement efforts that encourage shares, likes, and comments
While paid strategies have their piece in the puzzle, organic content is the foundation of a strong social media presence.
What Is Authentic Content & Engagement?
Authentic engagement isn’t just about getting likes—it’s about real people, real views, and real interactions. While fake accounts will always exist, your goal should be to connect with actual people who care about your brand.
Here’s what authentic content looks like:
✔️ Creating relatable, valuable content
✔️ Communicating your brand message clearly
✔️ Posting content you enjoy seeing from other brands while also learning the type of content that works for your own brand - it is and will always be trial and error in the world of social media. Nothing is ever finished in the world of social media.
✔️ Value-Driven Content – Posts that educate, entertain, or inspire—giving your audience a reason to engage.
Here’s what authentic engagement looks like:
✔️ Real Interactions – Genuine comments, thoughtful shares, and meaningful conversations with your audience.
✔️ Community Building – Creating a loyal following of customers, clients, and supporters who trust your brand.
✔️ Organic Growth – Reaching the right people naturally, not through bots or artificial engagement tools. There are some great community building tools - we’ll get into those later.
Follower Count Doesn’t Equal Success
It’s easy to be impressed by accounts with thousands of followers, but numbers don’t always tell the whole story. Some large accounts have genuine audiences, while others are padded with bots and inactive profiles. Instead of comparing yourself to others, shift your focus to your own unique goals. What are your goals and how does the follower or engagement relate to those goals?
Ask yourself:
What content do I enjoy seeing from other brands?
Do I have the ability to create that content now?
If not, what do I have to work with in this moment?
Lay the foundation of where you are - and where you want to be
Remember: you don’t have to be active on every social media platform that exists. Choose the social media platform you feel most comfortable with. If you have a team helping you, choose the platform that fits where you are in your social media journey - even if the followers count is low.
There is no one-size-fits-all answer to content and engagement —success looks different for every business. Whether reaching 10, 50, 100, or 500+ people per week is enough for you, focus on what makes sense for your goals right now.
In the next newsletter we’ll get into how you can define metrics for social media success for your brand.
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