Why “Social Media Expert” Isn’t Enough: The Missing Piece in Digital Strategy

In today’s world, anyone with a smartphone and a Canva subscription can call themselves a social media expert.

They know how to craft a catchy caption, choose a trendy sound for a reel, and sprinkle emojis in just the right places.

But here’s the thing: social media management without a solid digital strategy is like setting sail without a compass. You might catch the wind, but you won’t know where you’re headed—or worse, if you’re headed anywhere at all.

This isn’t about gatekeeping or questioning anyone’s skills. It’s about understanding that social media is one piece of a much larger puzzle.

Without a strategy that ties it all together, your efforts can feel like throwing spaghetti at a wall and hoping it sticks. Let’s unpack why this happens and how to make sure your social media efforts aren’t just “busy work” but intentional, strategic moves that drive results.

What Social Media Without Strategy Looks Like

It’s easy to spot when someone’s winging it on social media:

• Random Posts, No Purpose: There’s no consistent theme or message. One day it’s a promotion, the next it’s a meme, and then radio silence for a week.
• Chasing Trends Instead of Building Connections: Reels and TikToks might get likes, but they don’t drive people closer to your business goals.
• No Call-to-Actions (CTAs): A beautiful post with no direction leaves your audience inspired but inactive.
• No Analytics: If you’re not reviewing what works and what doesn’t, how will you know where to double down?

Being visible online is great, but visibility without a clear direction often leads to wasted time, resources, and opportunities.

The Real Role of a Social Media Expert

A true social media expert doesn’t just manage posts; they design strategies that align with your business goals. Here’s what that looks like:

1. Understanding the Bigger Picture: Your audience doesn’t live on just one platform. A strategy ensures your efforts on Facebook, Instagram, or LinkedIn work together to guide them through a cohesive customer journey.
2. Setting Clear Objectives: Whether it’s lead generation, brand awareness, or driving sales, every post, story, and ad should tie back to an overarching goal.
3. Crafting Targeted Content: Knowing who your audience is and what they need at every stage of their journey ensures your content lands with impact.
4. Measuring Success: Data-driven insights are the difference between throwing spaghetti and making a Michelin-starred meal.

The Bottom Line

Social media is powerful, but it’s not a standalone strategy. It’s part of a larger ecosystem that includes email marketing, SEO, website optimisation, and even offline experiences.

When someone calls themselves a social media expert, ask this: can they connect the dots between a viral post and your bottom line?

Because here’s the truth: likes don’t pay the bills. Leads, sales, and long-term customer relationships do.

If you’re ready to stop “posting and hoping” and start building a strategy that works, you don’t have to do it alone. At Triovia, we help small business owners simplify digital marketing, turning scattered efforts into sustainable growth.

Let’s make your social media work harder, not just look prettier.