What SMM includes
| Part | What it covers |
|---|---|
| Strategy | Goals, audience, platforms and content themes |
| Content | Photos, short videos, posts and Stories |
| Community | Replies to comments, messages and reviews |
| Paid social | Ads that reach people beyond your followers |
| Measurement | Reach, engagement, clicks and leads |
How it differs from posting now and then
Posting now and then keeps a page alive. Marketing ties every post to a goal, like more booking requests or more visits to a new location. It also tracks which posts bring those results and repeats what works.
How platforms decide who sees posts
Platforms rank posts for each person. Meta says Facebook predicts how likely you are to engage with a post. TikTok's For You feed shows videos to people who never followed the account. Good content can reach new people, while weak content fails even with many followers.
What a business gets from it
- Trust from people checking you out before they call
- Reminders that keep you in mind until they need you
- A direct line for questions through comments and messages
- Ads that reach new customers in your area
Good example. A landscaper posts weekly project videos, answers every comment and runs a spring ad to nearby homeowners. Inquiries rise each season.
Bad example. A landscaper posts stock photos twice a year and leaves messages unread. The page makes the business look closed.
Learn more about our social media marketing.