A noticeable trend among Businesses is employing individuals that are social media savvy and have titles such as “Social Media Marketers”. In many cases, this occurs due to a lack of capital or as a result of lack of understanding.  

On deeper observation, their campaigns are often not associated with any well-planned strategy. They are creating generic content and spending Ad dollars promoting it. When a lack of a ROI is observed and engagement levels are much less than expected, they find it difficult to fathom.

A couple of months back I was consulting for a firm who had close to 400k Facebook followers. 10,000 of their followers were from the country which they conduct business and the rest were from other countries that they did not provide services to.

I asked the “social media marketer” why this was the case? His response took me by surprise actually, he responded saying “we needed to increase our numbers so people can look at our profile and see we have a huge audience, that way they will follow us”. I was gobsmacked…

My next question was ok, how do you engage this audience with your organisation? He said, “I just post content”. My response was, where is this content leading the consumer to? Where is this consumer in the buyer’s journey?


How do you know what content to create and who to target? What determines a successful campaign and what doesn’t? He couldn’t answer any of my questions. I was really saddened at how much money this organisation was simply throwing away.

Ladies and gentlemen please don’t give your most valuable assets to just anyone. It’s not just social media, it’s your Startup’s brand and reputation on the line! Make sure they are competent enough to run a social strategy and more importantly, they understand what a social strategy is and are able to implement it.

Go as far as employing a social media consultant to help you employ a good social media marketer, it is definitely money well spent and will definitely better your organisation moving forward.

Employing an incompetent social media marketer can ruin your businesses reputation and brand overnight. After spending countless hours on building up your baby, you don’t want to waste  your efforts by making a silly decision that can easily be avoided.


Not everyone who knows how to post on Facebook and promote a post is a social media marketer. Social media marketers should be able to build a campaign from the ground up.

Determine your buyer persona, build the three stages of the buyer’s journey into your content strategy; awareness, consideration and decision making.

It’s important that buyer personas and the buyer’s journey are incorporated in every single step of your campaign, otherwise you are just spending dollars and wishing for the best.

All campaigns must be Targeted, Optimized, Tested and Evaluated. These results will highlight to you what you need to do next and whether what your doing is working or not.

Keep in mind the overcrowded competitive landscape that currently exists and the numerous number of posts being published daily. Unless you are able to catch the attention of the consumer and lure them in, it could result in a very painful experience.