Social media. Love it or hate it, you can’t ignore it.
For small businesses, it can feel like a black hole of time and effort.

You post. You wait. Crickets.
So, is social media a marketing strategy—or just a shiny distraction from real business growth?

The short answer? Yes, but only if you use it right.

Let’s break down what social media actually does, how it fits into a real marketing strategy, and how small businesses in Hastings and East Sussex can make it work without wasting time.

 Written by Indiana Hamilton-Brown: Managing Director of A&I Media
 Years of relevant experience: Twelve
 Published on:  13/02/2025

1. Social Media = A Tool, Not a Full Marketing Strategy

A real marketing strategy includes:

✅ Branding (What makes you stand out?)
✅ SEO (So people can find you on Google)
✅ Content Marketing (Blogs, videos, and value-driven posts)
✅ Email Marketing (So you’re not at the mercy of algorithms)

💡 Example:

A Hastings-based bakery posts daily on Instagram but doesn’t have a website.

👉 They get likes but few orders—because customers can’t find their menu or location easily.

🚀 Pro Tip: Use social media to drive people to your website, booking system, or email list—not just for likes.

👉 Takeaway: Social media is part of your marketing plan, but not the whole thing.

2. The Myth of “Going Viral” (Why It Doesn’t Matter)

Many small business owners think social media success = viral posts.

🚨 Truth bomb: A viral post doesn’t guarantee sales.

📊 Only 2% of viral posts lead to long-term business growth. (Source: HubSpot)

💡 Example:

A Brighton-based jewellery brand gets 500,000 views on a TikTok video—but their website crashes and they can’t fulfil orders.

👉 Result? Lost customers & wasted opportunity.

🚀 Pro Tip: Focus on steady engagement instead of chasing virality.

👉 Takeaway: Consistency beats one-hit wonders.

3. What Social Media Actually Does for Your Business

Done right, social media helps with:

✅ Brand Awareness – Getting your business seen

✅ Trust & Credibility – Showing your expertise

✅ Customer Engagement – Talking directly to your audience

✅ Traffic & Conversions – Driving people to your website

🎯 Best approach: Use social media to start conversations, not just broadcast promotions.

💡 Example:

A Hastings-based surf shop posts:

❌ “Buy our wetsuits! 20% off.” (Salesy, gets ignored)

✅ “What’s your go-to surf spot in East Sussex? 🏄” (Engages audience & builds community)

🚀 Pro Tip: Posts that ask questions get 3x more engagement than sales posts. (Source: Hootsuite)

👉 Takeaway: Engagement > Promotion. Start conversations, don’t just sell.

4. You Don’t Need to Be Everywhere (Pick the Right Platforms)

Trying to manage Instagram, Facebook, Twitter, TikTok, LinkedIn, and YouTube all at once?

🔥 That’s a one-way ticket to burnout.

🎯 Where to focus:

• Facebook → Best for local businesses, events, & community building

• Instagram → Great for visual brands (cafés, shops, artists, fitness)

• LinkedIn → Ideal for B2B, coaches, and service-based businesses

• TikTok → Good for brands with a young, engaged audience

• YouTube → Powerful for long-form video content & tutorials

💡 Example:

A local wedding photographer in Hastings focuses only on Instagram & Pinterest because that’s where their audience is.

Result? Higher bookings, less stress.

🚀 Pro Tip: Be where your customers are—not everywhere just for the sake of it.

👉 Takeaway: Pick 1-2 platforms and go all in.

Final Thoughts: Is Social Media a Marketing Strategy?

✅ Yes—as long as you use it strategically.
❌ No—if you’re relying on it as your only marketing plan.

How to Make Social Media Work for Your Business

1️⃣ Pick 1-2 platforms (where your audience is).
2️⃣ Post consistently (but focus on quality over quantity).
3️⃣ Engage with your audience (don’t just sell).
4️⃣ Use social media to drive traffic (to your website, store, or email list).
5️⃣ Be patient (momentum takes time).

Need help creating a social media strategy that actually works?

👉 Let’s talk about your marketing plan!