Social media is the slowest channel to show a return and the easiest to measure badly. Follower counts and reach tell you almost nothing about whether it’s working.
We set a content strategy against a specific audience and a specific outcome — enquiries, bookings, or brand recall in a market where you’re unknown — then measure against that. Community management matters more than posting volume, particularly for hospitality and service businesses where the comments and DMs are where the actual conversion happens.
