Refine your strategy and start seeing results that actually matter

In the fast-paced world of digital marketing, it’s all too easy to fall into autopilot. We churn out the same type of content, rely on familiar data, and follow strategies that seem to work—at least on the surface. But when it comes to social media, even the smallest missteps can have a serious knock-on effect.

In this article, we break down the five most common social media slip-ups brands often make—and more importantly, how to fix them to strengthen your online presence with real impact.

1. Stop trying to speak to everyone (and start speaking to your audience)

Why it matters: Because when you’re trying to appeal to everyone, you end up resonating with no one.

A key pillar of effective social media marketing is personalisation. To get it right, you need to define your target audience—understand their habits, frustrations, preferences, and motivations. Only then can you create content that genuinely strikes a chord.

2. Likes don’t pay the bills—track what actually matters

Common mistake: Judging success by likes alone.

Better approach: Measure KPIs that align with real business goals.

What should you be tracking?

It depends on your objective. Are you looking to drive traffic? Capture leads? Boost conversions? Metrics like click-through rate (CTR), dwell time, organic reach, and conversion rates will offer far more meaningful insights than a thumbs-up ever could.

3. Gut instinct’s good—but back it up with solid data

Common mistake: Making decisions purely based on a hunch.

Better approach: Let real data steer your strategy.

Inspiration is great, but numbers make ideas bulletproof.

Tools like  Metricool or Hootsuite allow you to view your social data all in one place, making it easier to spot patterns and extract meaningful insights.

Jelliby Tip: Knowing how to interpret your metrics gives you the confidence to back your decisions—whether it’s in front of your team or a client.

4. Winging it is pricey—plan your content ahead

Common mistake: Deciding what to post on the day.

Better approach: Build an editorial calendar to guide your content.

Posting off-the-cuff every day might sound creative, but in reality, it’s the enemy of a solid strategy.

Planning doesn’t mean becoming rigid—it means gaining clarity. A content calendar helps you map out themes, goals, formats, and key dates. And when spontaneous opportunities pop up, you’ll already have a strong foundation to build from.

5. Throwing money at ads without a strategy is like pouring it down the feed

Common mistake: Boosting posts without a clear goal.
Better approach: Run targeted ad campaigns with a specific purpose.

Blindly boosting posts is one of the fastest ways to burn through your budget. Every euroyou spend into paid social should serve a goal—whether it’s lead gen, sales, or qualified traffic. Define your funnel, nail your audience targeting, and monitor your campaigns closely to tweak in real time.New to paid Ads, We’ve got you covered—check out our guide on the Top 5 Paid Media Trends for 2025.

Final Thought: A social strategy isn’t a luxury—it’s a necessity.

Often, the biggest mistakes in social media marketing don’t come from a lack of talent, but a lack of time or direction. The good news? Fine-tuning your approach doesn’t have to be complicated. All you need is clarity, the right tools, and a plan of action.

At Jelliby, we help brands turn their social presence into something powerful—so that every post has a purpose.

Looking to level up your social strategy?

Explore our digital marketing services and start achieving results with intent.