Hello,
Before we get technical, let’s get real for a second.
Social Media Marketing isn’t about posting daily quotes or chasing likes. It’s not about “going viral” either. It’s about showing up, again and again, in the right way, for the right people. And doing it on purpose.
I’m Lawrence Pereira. I work as an SMM Specialist, and yes, I handle multiple clients across different industries. Some are small brands. Some are growing fast. A few came to me completely confused. Same question every time:
“Why isn’t social media working for us?”
Here’s the thing.
Social Media Marketing does work. But only when it’s treated like marketing, not decoration.
So let’s break it down. Slowly. Clearly. Like we’re actually talking.
What Is Social Media Marketing, Really?
At its core, Social Media Marketing is the process of using social platforms to build awareness, trust, traffic, and sales. That’s it.
Not noise. Not random posts. Not trends with no direction.
You use platforms like Instagram, Facebook, LinkedIn, X, YouTube, and even Pinterest to:
- Talk to your audience
- Teach them something useful
- Entertain them just enough
- And guide them toward action
So yes, it includes content.
But it also includes strategy, psychology, timing, data, and patience.
And no, posting more doesn’t fix bad strategy. Ever.
Why Social Media Marketing Matters Now More Than Ever
Look, attention has moved.
People don’t Google everything first anymore. They scroll. They save. They DM.
So if your brand isn’t present where people hang out, you’re invisible. Simple.
Here’s why Social Media Marketing matters right now:
- People trust people more than ads
- Social proof influences buying decisions fast
- Algorithms reward consistency, not perfection
- Direct conversations beat landing pages sometimes
And here’s the quiet truth most won’t say:
If you do social right, it supports SEO, paid ads, email, and sales. Everything connects.
How Social Media Marketing Has Changed
Let’s rewind.
A few years ago, you could post anything. Engagement came easily. Reach was generous. Life was good.
Now?
Algorithms are picky. Audiences scroll faster. Competition is everywhere.
So modern Social Media Marketing focuses on:
- Retention over reach
- Value over volume
- Conversations over impressions
And honestly, that’s better.
Because lazy content doesn’t survive anymore. Thoughtful content does.
The Platforms (And How They Actually Behave)
Every platform has a personality. Ignore that, and your content dies quietly.
1. Instagram
Instagram loves saves, shares, and watch time.
Not likes. Not comments alone.
So what works?
- Short-form videos with hooks
- Carousels that teach one clear thing
- Stories that feel… human
Instagram rewards clarity. If your message isn’t clear in three seconds, it’s gone.
2. Facebook
Facebook is still powerful. Just misunderstood.
Groups outperform pages. Conversations beat broadcasts. Long-form posts still work, if they feel personal.
It’s not dead. It’s just quieter.
3. LinkedIn
LinkedIn rewards honesty and experience.
People don’t want buzzwords. They want stories, lessons, mistakes, and insights.
For B2B, Social Media Marketing on LinkedIn can drive insane ROI when done right.
4. X (Twitter)
Fast. Opinionated. Sharp.
Here, clarity wins. So do threads. So does showing your thinking process, not just conclusions.
5. YouTube
YouTube isn’t just video. It’s a search engine.
Strong titles. Clear thumbnails. Simple explanations. That’s the game.
Strategy Comes Before Content. Always.
Here’s where most brands mess up.
They start with:
“What should we post?”
Wrong question.
You start with:
“Who are we talking to, and what do they need right now?”
In my client work, I always map:
A. Business goal
B. Audience pain point
C. Platform behavior
D. Content angle
Only then do we create content.
Because Social Media Marketing without a strategy is just… noise with effort.
Content Types That Actually Work
Let’s keep this practical.
1. Educational Content
Teach one thing. Not five.
“How to do X”
“Why Y fails”
“Three mistakes people make with Z”
Clear. Simple. Useful.
2. Relatable Content
This is where brands feel human.
Stories. Frustrations. Behind-the-scenes moments.
People connect with honesty, not polish.
3. Authority Content
Case studies. Results. Lessons from experience.
Not bragging. Just facts.
This is where trust builds slowly. And sticks.
4. Promotional Content
Yes, you can sell.
But softly. Clearly. With context.
Sell after value, not before.
Posting Frequency (Let’s Be Honest)
More isn’t better. Better is better.
I’d rather see:
- 3 strong posts per week
- Than 14 weak ones
Consistency beats intensity every time.
And no, missing one day won’t kill your growth. Panic posting will.
Engagement Is a Two-Way Street
Here’s something brands forget.
Social Media Marketing is social.
That means:
- Replying to comments
- Answering DMs
- Engaging with others’ content
If you only talk at people, they stop listening.
Some of my best-performing client accounts grew because we showed up in conversations first. Content came second.
Metrics That Matter (And Ones That Don’t)
Vanity metrics feel good. But they lie.
Here’s what actually matters:
- Saves
- Shares
- Profile visits
- Website clicks
- Conversations started
Likes are fine. But they’re not the goal.
If Social Media Marketing doesn’t move people closer to action, something’s off.
Paid + Organic = Stronger Together
Organic builds trust.
Paid builds speed.
When combined, they amplify each other.
I often test content organically first. What performs well? That gets ad spend.
Why guess when data already tells you?
Common Mistakes I See Every Week
Let’s call them out.
- Posting without a goal
- Copying competitors blindly
- Ignoring comments and DMs
- Chasing trends that don’t fit the brand
- Expecting results in two weeks
Social Media Marketing rewards patience and clarity. Not shortcuts.
My Approach as an SMM Specialist
I don’t chase hacks. I build systems.
For every client, I focus on:
- Clear positioning
- Platform-specific content
- Measurable goals
- Sustainable posting schedules
And honestly?
The best results come when brands stop trying to sound “big” and start sounding real.
That’s where trust grows.
Where Social Media Marketing Is Headed
Short answer? More human.
More conversations. More personality. Less polish.
People want brands that listen, respond, and show up consistently.
So if you’re starting now, good.
If you’ve struggled before, even better. You’ve learned something.
But here’s the payoff
When Social Media Marketing is done right, it doesn’t feel forced.
It feels natural.
Like a conversation that just… continues.
And that’s when growth stops feeling like luck.
Frequently Asked Questions About Social Media Marketing
1. What is Social Media Marketing actually used for?
So… here’s the thing.
People think Social Media Marketing is only for likes and followers. It’s not. That’s the surface.
It’s used to build trust first. Then awareness. Then, slowly, action.
Sometimes sales come fast. Sometimes they don’t. Depends on the brand.
I’ve seen accounts with small followings drive real leads. And big accounts? Zero conversions.
So yeah. It’s about intent, not size.
2. Does Social Media Marketing really work for small businesses?
Short answer? Yes.
Longer answer… yes, but only if expectations are realistic.
Small businesses actually have an advantage. They sound human by default.
No heavy approvals. No corporate tone.
If you show up consistently, talk like a person, and solve one clear problem, Social Media Marketing works. Slowly at first. Then all at once. That’s usually how it goes.
3. How long does it take to see results from Social Media Marketing?
This question always comes up. Always.
Look, anyone promising results in 7 days is guessing. Or lying. Or both.
In most cases:
- Awareness takes 1–2 months
- Engagement stabilizes in 2–3 months
- Leads or conversions show up after that
But sometimes it clicks early. Sometimes later. Algorithms are weird like that.
Consistency matters more than speed. I know, not exciting. Still true.
4. Which platform is best for Social Media Marketing?
Annoying answer… it depends.
But here’s a helpful way to think about it:
- If your audience wants visuals → Instagram
- If they want conversations → Facebook or X
- If they want expertise → LinkedIn
- If they search with intent → YouTube
Trying to be everywhere usually kills momentum.
Pick one. Do it well. Then expand.
That’s how sustainable Social Media Marketing grows.
5. How often should I post on social media?
This one’s tricky. Because advice online is loud.
Here’s my honest take.
Post as often as you can maintain without hating the process.
For most brands:
- 3–4 posts a week is enough
- Daily posting is optional, not required
Miss a day? Nothing breaks.
Burn out? Everything breaks.
Consistency beats volume. Every single time.
6. Is paid advertising necessary for Social Media Marketing?
Necessary? No. Helpful? Very.
Organic builds trust. Paid accelerates reach.
Together, they work better.
I usually tell clients this:
Get organic right first. Then boost what already works.
Running ads on weak content just burns money faster.
Strong content + paid = momentum.
7. Can I do Social Media Marketing myself, or should I hire someone?
You can do it yourself. Absolutely.
But… and there’s always a but.
If you’re running a business, social media competes with everything else.
And consistency slips first.
Hiring an SMM Specialist isn’t about posting more.
It’s about thinking clearly, planning ahead, and tracking what matters.
So yeah. DIY works. Until it doesn’t. Then support helps.
Final Thought (Not a Conclusion, Just… a Pause)
Here’s what I’ve learned working with multiple clients.
Social Media Marketing isn’t hard.
But it is disciplined.
Show up.
Say something useful.
Listen more than you talk.
Adjust when data tells you to.
And don’t try to sound perfect. Perfect doesn’t connect.
Real does.