If you want to build a social media presence (or improve the one you have) and you don’t know where to start, then start here.
Most people dive straight into the wrong things—like picking a platform before understanding their audience or focusing too much on creating perfect content.
But the truth is, building a social media presence is simpler than it seems if you focus on the right fundamentals from the beginning.
Read on for helpful tips shared in episode 90 of Everyday Badassery Podcast or…
Top Mistakes People Make When Building a Social Media Presence
Before you get swept up in trends or stress over the perfect post, let’s bring it all the way back. I’ve spoken at conferences, led masterminds, and coached a bunch of people who all seem to make the same mistakes when they’re starting.
These are the top three—and how you can avoid them:
1. Choosing the Platform First
This is the most common misstep: people choose the platform before understanding their audience or purpose. Everyone’s asking, “Should I be on Instagram? TikTok? LinkedIn?” But before you even think about platforms, take a step back and ask,
Who is your audience, and how do they behave on these platforms?
For example:
- Instagram is where people are mindlessly scrolling—engagement is usually light, like a quick like or a heart.
- Facebook is all about community—people write novels in the comments and get into deep conversations.
- LinkedIn is more professional—people post about business wins, career milestones, and industry insights.
Think of each platform as a country, and each country has its own culture. Where is your audience hanging out, and what’s their mindset when they’re there? Picking the right platform comes down to understanding these behaviors.
2. Focusing on Content Instead of Action
People get caught up in creating perfect content without a strategy behind it. Sure, beautiful photos and viral videos are great, but before you post, ask yourself:
What do I want my audience to do?
Do you want them to buy your product? Book your service? Or are you trying to build a connection with them?
The key is to focus on the action you want your audience to take.
For example, as a travel content creator, when I post about a hotel, my CTA (call to action) might be, “Check the latest prices and book your stay through this link!” It’s not just about looking pretty online—it’s about creating value and giving people a reason to take the next step.
3. Thinking Content Creation is Hard
Here’s the thing: creating content doesn’t have to be hard. Social media is an amazing, free tool at your fingertips, and you don’t need a fancy camera or a film degree to get started.
The trick is to keep it simple. Take 5 minutes a day to create a piece of content, and just post it. Whether it’s a quick photo, a selfie, or a short video, the key is consistency, not perfection.
Start small, make the game work for you, and let your content evolve as you get more comfortable. Don’t let the fear of not being good enough hold you back—social media is all about learning as you go!
Bird’s Eye View: How to Think About Social Media Strategy
Let’s take a step back from the nitty-gritty details and look at the bigger picture. When you’re building your social media strategy, you need to keep these three things in mind:
1. Content Should Be Human
Social media is about connection. Your content needs to be relatable, authentic, and human. Instead of posting generic photos or making statements, tell stories that draw people in.
Ask questions, be real, and let your personality shine through.
2. Success Isn’t Just About Likes
It’s easy to get caught up in the numbers—how many likes, comments, or shares a post receives.
But here’s the reality: those metrics don’t always reflect true success.
While engagement can be helpful, it’s not the whole story. You could have hundreds of likes on a post, but if no one is taking action—whether it’s buying your product, booking your service, or even just signing up for your email list—those likes don’t mean much.
Success on social media should be tied to your overall goals.
Are you building relationships with your audience? Are people reaching out to you, referring you, or visiting your website?
Sometimes a post with fewer likes could still result in valuable leads or sales. It’s all about focusing on the bigger picture and understanding what real success looks like for your specific brand or business.
Likes might boost your ego, but they won’t always boost your bottom line.
3. Stay Top of Mind
One of the most important things you can do on social media is stay top of mind with your audience.
This doesn’t mean posting constantly or bombarding people with content—it’s about being consistent and showing up regularly so your followers don’t forget you. People are busy, and social media moves fast.
If you go weeks or months without posting, you’ll quickly slip off their radar. But by posting consistently, even if it’s something simple like a quick selfie, an update, or a story, you’re reminding them that you’re still there, still active, and still relevant.
Bottom Line
If you skip to the end (hey, no judgment), here’s the most important takeaway: Building a social media presence is all about getting started, staying consistent, and having a clear purpose.
Before you worry about which platform to be on, think about your audience—where are they, and how do they behave? Then, shift your focus from creating perfect content to having a clear call-to-action (CTA).
What do you want people to do when they see your post? And don’t overcomplicate the process! Take 5 minutes a day to create content, see how it feels, and adjust as you go.
Social media is a tool that gives you direct access to the world for free, so take advantage of it. Get started now, keep your strategy simple, and always remember: It’s not about being perfect; it’s about being human, relatable, and consistent.
Want some help with social media? Email me! hello (at) christinelozada (dot) com
About the podcast
Everyday Badassery is a travel podcast of inspirational stories to help you be just 1% more badass than you were yesterday. This episode is part of the creator series, where you’ll find helpful tips and interviews with creators that will help you to be just 1% more badass as a travel creator or small business.
Find the creator series starting with the intro at episode 80.