I was talking with a potential client the other day who’s considering switching agencies. In doing a full marketing needs analysis, one area they wanted help with was social media.
I asked a simple but important question: “Do you have control over your social media page?”
Her answer came fast and firm: “Yes! I learned my lesson last time we switched agencies and had to start our social media pages all over.”
Unfortunately, that’s not the first time I’ve heard that story.
Another client once worked with an agency to boost brand awareness through blogs and social media posts. The results? Little to none. Worse, he still doesn’t have access to his one of their social media pages.
Social media can be a powerful way to grow your business. But it can also be a colossal waste of time — and/or money — if done wrong.
When I’m doing a needs analysis, I often tell clients that social media is something they can handle themselves, at least to start. Below are some of the most important DIY lessons I’ve learned along the way — and how to know when it’s time to call in extra help.
If you take nothing else away from this article, take this: You—or someone you deeply trust—should always be the administrator of your business’s social media accounts.
Never hand over full control to anyone, even an agency. You can (and should) grant permissions for others to post, manage ads, or analyze data — but ownership must stay with you. Too many businesses lose years of followers and brand history because they didn’t understand the importance of administrative access.
If you understand nothing else about social media, understand this: control equals ownership.
One of the quickest ways to tell when an agency — or an automated service — is running a social media page is when everything looks too perfect. Polished captions, generic stock photos, and content with zero personality.
Social media should sound like you. It should reflect your voice, your humor, your community, and your people.
I once worked with a client who owned a hardware store. One day, a stray cat wandered in and decided to stay. We made the cat part of the store’s social personality — posting updates “from its perspective.” Customers loved it. Engagement skyrocketed because it felt personal and real. And people love pets.
Your feed should include helpful tips and insights, but also lighthearted, human moments. Pick up on trends. Have fun. Show who you are — not just what you sell.
Consistency matters more than perfection. I tell clients all the time: Set a cadence you can stick with about 80% of the time.
If you aim to post every day but can’t sustain it, you’ll burn out — and your followers will notice. A realistic schedule for most small businesses is around four posts per week, especially if you’re active on Facebook, Instagram, and TikTok.
Here’s what that might look like for a company:
Monday: Quick tip or educational post (“How to tell it’s time to replace your .... ”)
Wednesday: Behind-the-scenes or personality post (a team install photo or funny moment)
Friday: Customer testimonial or short before-and-after video
Sunday: Community-focused post (supporting a local event or cause)
Follow the 80/20 rule—roughly 80% of your posts should provide value (education, storytelling, personality), while only 20% should focus on direct sales or promotions. If every post screams “buy now,” your audience will scroll right past you.
If there’s one thing the algorithms love right now, it’s video. But here’s the best part: your videos don’t have to be perfect.
The number one thing your videos need to be is authentic.
Use your phone. Film a quick walkthrough. Share a tip while you’re on-site. Laugh when something doesn’t go as planned. The best-performing TikToks and Reels from local businesses are often the most real ones.
Don’t get hung up on lighting, sound, or editing. What matters most is that people see the human side of your business. You can’t fake authenticity—and your audience will always appreciate the real you.
At some point, DIY can only take you so far.
If you’re stretched thin, your engagement has plateaued, or you want to scale your audience through paid ads or a multi-platform strategy, it may be time to bring in an agency.
A good agency doesn’t take over your voice—they amplify it. They help you refine your message, identify your audience, and optimize your content so your efforts actually drive results.
But the key is transparency and collaboration. The right partner keeps you in control and works with you, not for you. When you hire help, don’t give away your login—give away your trust. That’s a big difference.
Social media can be an incredible way to grow, connect, and build your brand—when it’s done with intention. Whether you manage it yourself or with support, the key is staying authentic, consistent, and in control.
Reflect on your current approach. Is your social media working for your business — or are you working for it?
If this resonated with you, share it. Someone else might need to hear it today.