Let’s be honest: social media has a knack for landing at the bottom of the to-do list.

If you’re part of a comms or marketing team, you’ve probably had that moment where you breathe a sigh of relief after bulk scheduling a week or month’s worth of posts and think, “Great. That’s sorted.” Except… it’s not really.

I call it the “set-and-forget” approach and while it feels efficient in the moment, it often leads to social media that feels more like boring old wallpaper, than a conversation. You’re showing up, technically, but not in a way that connects, converts, or builds trust with your audience.

The way people engage online has changed.

Your audience is smarter than you give them credit for. As they scroll, they’re watching how your organisation responds. They’re looking for real people behind the logo. They want answers to their questions, a sense of reliability, and content that actually feels helpful (or human).

And when they don’t see that? You become forgettable or even out of touch 😅

So what’s the alternative?

You don’t need to be online 24/7 or reinvent your social media strategy from scratch. But if you want social media that works, that reflects your organisation’s values, serves your community, and gets noticed for the right reasons, you need to shift from just maintenance to intentionality.

That looks like:

• Knowing what kind of content your audience actually wants (and when to post it and on what platforms)

• Having clear internal roles so social media doesn’t fall between the cracks

• Responding to comments, questions, or DMs like a real person, not a bot

• Reviewing performance regularly so your content improves over time

Most teams I work with want to do these things… they just haven’t had the tools, time, or training to do it confidently.

Quick wins to start showing up more intentionally

If you’re ready to move beyond the “set-and-forget” cycle but aren’t sure where to start, here are a few small, practical tweaks your team can make this week:

1. Add a 5-minute check-in to your weekly team meeting

Choose one post from the week and ask:

• Did it resonate?

• Did anyone engage with it (and did we reply)?

• What’s something we can try differently next time? Even just asking these questions starts to shift the culture from output to impact.

2. Assign a primary point of contact for social media

If multiple people are posting (or no one knows who’s responsible for what), important things fall through the cracks. Choose one person to lead - then delegate support roles like comment monitoring or content collection. Make sure weekends/public holidays are covered as well!

3. Reuse a post that worked well

Scroll back a few months, find a post that performed well, and give it a fresh twist. You don’t need to reinvent the wheel. Chances are, most of your audience didn’t see it the first time anyway (thanks a lot algorithms)

4. Respond to one comment or DM personally

It only takes a minute to turn a comment into a conversation but those little moments build trust and recognition over time. Set a goal to respond with something more than an emoji or generic reply once a day

5. Track your top-performing post each month

Don’t stress over spreadsheets, just note what got the most engagement and why you think it worked. This builds an internal bank of ideas that actually work for your audience.

Reading this and thinking you might need some guidance?

At Verve, I offer practical, no-fluff training for teams and individuals who need clarity and structure.

If your team is tired of winging it, or if you’ve got someone managing social media off the side of their desk, we can fix that.

👉 Book a free discovery call and let’s chat about what kind of support or training would actually move the needle for you.

Whether you need a one-off session, a structured training plan, or something tailored for your whole comms team, I’ve got you covered.