A social media strategy that fits real life | MiMs

Anastasia Pop
Printed on: 18 February 2026

If you happen to’re a mum working in advertising, social media can typically really feel just like the one job that by no means actually ends. There’s all the time one other platform to consider, one other pattern to maintain up with, one other put up that “ought to most likely exit right now”. And most of the time, it lands proper in the midst of every little thing else, conferences, deadlines, faculty pick-ups, bedtime routines, and the final chaos of life.

It’s no shock that social typically turns into reactive. A fast put up right here, one thing thrown collectively there, simply to remain seen. However in 2026, social media is simply too crowded, and our time is simply too beneficial for random posting with out course. There are actually 5.4 billion social media users worldwide, and the common individual makes use of six to seven platforms each month. Meaning your viewers is consistently scrolling, however so is everybody else’s. Posting extra isn’t the answer. Posting with intention is.

What Mums in Advertising and marketing actually need isn’t extra content material concepts, however a technique that matches into actual life.

Flip assumptions into structured experiments

A proactive technique doesn’t begin with “Let’s put up extra.” It begins with “Let’s take a look at smarter.” As a substitute of guessing what works, construct small experiments into your content material plan. For instance, you may take a look at:

• Two or three completely different posting time home windows per platform
• Two or three codecs (carousel, static picture, short-form video)
• One constant content material pillar, so outcomes are comparable

Run that persistently for 4 to 6 weeks, then overview efficiency towards your precise goal, not simply likes.

This method does two issues. First consistency helps you perceive what works a lot quicker. Second, it removes emotion from efficiency. You’re not reacting to at least one “dangerous put up”; you’re analysing patterns over time. That’s how social turns into strategic.

Determine what success really means

One of many largest traps in social media is measuring every little thing and understanding nothing. Earlier than you create a single put up, outline what you’re making an attempt to realize. Most social methods fall into 5 core targets:

• Consciousness
• Engagement
• Visitors
• Conversion
• Retention and neighborhood

Every one modifications what good efficiency seems like.

• In case your focus is consciousness, attain and impressions matter.
• If you happen to’re driving visitors, click-through price is crucial.
• If conversion is the purpose, you care about intent and actions taken.
• If you happen to’re constructing neighborhood, saves, feedback and return engagement matter greater than surface-level likes.

With out that readability, social turns into one other job in your endless to-do listing. When what you’re aiming for, you’ll be able to say no and spend your time on content material that genuinely helps your targets.

What lifelike consistency seems like in 2026

There’s plenty of noise about “posting every day”, however sustainable consistency is way extra highly effective than quantity. For instance, a powerful Instagram rhythm for a lot of manufacturers seems like:

• 3–5 feed posts per week, mixing carousel, brief video and static content material
• Tales on most posting days
• 1–2 bigger items (similar to a Reel or mini-series episode)

On LinkedIn, many professionals see traction with:

• 2–4 posts per week
• One thought-leadership piece
• One proof-driven put up (case examine, stat, testimonial)

On faster-moving platforms like X, manufacturers could put up 3–7 shorter updates per week, significantly when buyer care or commentary is concerned.

However right here’s the important thing: if that tempo isn’t sustainable, scale it down, not up. It’s higher to commit to at least one robust, repeatable format than to burn out chasing frequency. Consistency isn’t about quantity. It’s about rhythm.

Social works finest when supported by programs

Most Mums in Advertising and marketing aren’t simply creators. We’re planners, approvers, responders and analysts, typically multi functional position. That’s why construction issues simply as a lot as creativity.

A mature social setup often covers 4 areas:

• Planning – A visible content material calendar, cross-platform scheduling, approval workflows, and organised asset libraries.
• Engagement – A unified inbox for feedback and DMs, clear possession of responses, and response-time monitoring.
• Listening and security – Monitoring model mentions, alerts for spikes in sentiment, and the power to pause scheduled content material if wanted.
• Measurement – Cross-channel reporting, tagging by marketing campaign or content material pillar, and benchmarking towards your individual previous efficiency.

With out programs, social feels chaotic. With programs, it turns into manageable even alongside every little thing else you’re juggling.

Many groups remedy this with built-in social administration instruments that mix planning, engagement and reporting in a single place, so that you’re not switching between 5 completely different platforms on daily basis. Tools like Spotler’s will help convey planning, engagement and reporting collectively in a single streamlined workflow.

Construct in iteration from the beginning

The best social methods comply with a easy loop:

• Plan
• Create
• Publish
• Monitor (particularly the primary hour)
• Assessment efficiency
• Refine and repeat

The purpose isn’t fixed reinvention. It’s a structured enchancment. Over time, small optimisations compound higher timing, sharper messaging, clearer calls to motion. That’s the place momentum builds.

The actual benefit Mums in Advertising and marketing have already got

Instruments, automation and dashboards make social extra environment friendly. However they’re not the one factor that makes it efficient. Empathy is.

Understanding viewers behaviour. Recognising emotional triggers. Understanding when to pause as an alternative of put up. Balancing visibility with authenticity. In a world of 5.4 billion customers and infinite noise, human judgement is the differentiator.

And that’s one thing Mums in Marketing convey naturally.