Why Consistent Posting Isn't Enough
Small business owners are often told that the key to social media success is simply showing up. Post every day, keep the feed active, and the inquiries will follow. But according to Goldie Engel-Terry of Olive Social Co., consistency is only part of the picture.
In an interview about the gap between posting regularly and seeing real business results, Engel-Terry described a pattern she has observed: businesses that are present on social media but whose content doesn't give people a reason to act.
She said "I've seen situations where businesses are showing up consistently on social media, but the content isn't necessarily giving people a reason to take the next step. Posting regularly is important, but consistency alone doesn't guarantee results."
The Missing Message
When posts go out regularly but inquiries don't follow, Engel-Terry points to several possible causes. The content may lack a clear message, fail to show what makes the business different, or neglect to tell potential customers what to do next.
She said "I think it's important to look beyond how often you're posting and really consider whether your content is connecting with the right audience and building trust."
That shift in focus—from frequency to connection—is central to how she approaches social media management. Rather than treating posting as a box to check, the question becomes whether each piece of content is doing the work of building trust with the people who matter.
What Most Advice Leaves Out
Much of the advice available online about growing on social media centers on tactics: trending audio, daily posting, specific hashtags, and formulas. Engel-Terry argues that this approach overlooks a fundamental truth.
She said "One of the biggest things people leave out is that social media growth looks different for every business. There's so much advice online about trending audios, posting every day, using certain hashtags, or following a specific formula. But what works for one business might not work for another."
Instead, she emphasizes understanding your audience, your industry, and what you are actually trying to accomplish. This aligns with broader guidance from resources like Harvard Business Review on tailoring marketing to specific customer segments rather than applying generic playbooks.
The Role of Personality
Beyond strategy, Engel-Terry highlights something less frequently discussed: personality. She believes people want to connect with the people behind a business, not just see a stream of promotional content.
She said "Sometimes showing the behind-the-scenes, the people, and the personality of a business can be just as valuable as showcasing the product or service."
This perspective suggests that social media success may depend as much on authenticity as on optimization—a point echoed in discussions of social media marketing that emphasize relationship-building over pure promotion.
Don't Decide Too Quickly
When asked what she would stop a business owner from deciding too quickly, Engel-Terry pointed to premature conclusions about whether social media works at all.
She said "I would tell them not to decide too quickly that social media isn't working just because they aren't seeing immediate results. Building an online presence takes time, and it takes more than a handful of posts to figure out what resonates with your audience."
She also cautioned against rushing to define what content should look like based on what everyone else is doing. Instead, she recommends giving yourself room to experiment, test different types of content, and learn what works.
She said "Your social media should reflect your business, your personality, and your goals. You don't need to have everything figured out from day one."
Practical Takeaways
For business owners navigating social media, Engel-Terry's observations suggest several practical steps:
- Look beyond frequency. Regular posting matters, but content must give people a reason to take the next step.
- Clarify your message. Make sure your content shows what makes your business different and tells potential customers what to do next.
- Tailor your approach. What works for one business may not work for another; understand your audience and industry first.
- Show personality. Behind-the-scenes content and the people behind the business can be as valuable as product promotion.
- Give it time. Avoid concluding that social media doesn't work based on a handful of posts; experiment and learn what resonates.
Engel-Terry's approach, as reflected in her work at Olive Social Co., centers on connection and trust rather than mere consistency. For small business owners, the takeaway is clear: social media is less about checking boxes and more about building relationships that lead to action.