Social that supports the sale.

Social media optimisation is the organic side — making your profiles, content and posting rhythm work so people who find you look at a credible business. Social media marketing usually means the paid side. Both matter, but paying to send people to an empty, half-finished profile wastes money.

Consistently beats frequently. A well-planned post twice a week that a real person answers questions under is worth more than daily filler nobody engages with — and it is a rhythm you can actually sustain.

Only where they lead to enquiries. Follower count is the easiest number to inflate and the least useful to a business owner. What matters is whether social sends people who call, message or fill the form.

Where your buyers already are. A diagnostic centre and a logistics company have almost nothing in common on social. Being genuinely good on one platform beats being absent on five.

Yes — comments, DMs and WhatsApp enquiries can be managed as part of the work, because a question left unanswered for three days is a lost customer. Where a query needs your expertise, it gets passed straight to you.