Brands that show a bit of humanity and humor do well on social media – but that said, you should always ensure that any content that you do share makes sense for your particular audience and your brand voice.

There’s no point in sharing cat memes for the sheer sake of sharing cat memes. Even if such posts do get a few likes, it can confuse your messaging, which won’t help in your broader brand-building effort (i.e. connecting with the right people for your organization).

10. Explore paid social

Leveling up your social media success often involves allocating ad spend, however, limited it may be.

One of the best ways to grow your audience and gain more exposure is to invest a modest amount into paid social advertisements. When done well, paid social ads can promote your content, increase conversions, and help you reach new people.


Precise audience targeting enables you to focus your ads on “warm” audiences – people who’ve visited your website (if you use the Facebook pixel), people who are subscribed to your email list, and your current fans and followers.

Facebook’s advanced options, in particular, can be hugely beneficial in reaching just the right people with your paid outreach.

11. Never, ever buy followers and fans

Some people assume that purchasing fans and followers is a shortcut to building a huge online community. This is not only bad practice, but it will largely end up being more of a problem than it’s worth.

The biggest issue here is that it pollutes your audience with robot profiles, which will ruin your audience insights, limit your ongoing performance, and will end up restricting the organic reach of your posts. And that’s before you consider ads. For example, if you tried to boost one of your Facebook posts, Facebook’s system would look to show it to more people like those who already follow your Page. You’d essentially be paying to reach bots, and the same implications apply to various other ad targeting measures.

You should focus on creating posts and sharing information that will attract the right people – the people that you need to engage, take an action, and cultivate a deeper relationship along the line.

When used strategically and thoughtfully, social media platforms can be a great way for brands and organizations to connect with stakeholders, cultivate loyal followers, and expand their reach and audience.