Every so often in my job or during my consulting gigs, I stumble upon the same problem over and over again – social media is perceived as a destination and not a journey. Businesses want to be on social media and for many of them it is still enough just to have a page on LinkedIn and Facebook or a profile on Instagram and Twitter set up.
Important things like editorial calendar, topics’ variety, hashtags and own voice are rarely included in the planning process. They seem to be either an afterthought or even something not to worry about at all. And this is where, in most cases, the effort breaks.