If you're a B2B social media or marketing manager regularly finding yourself asking "what should we post?" then you'll probably fill your content calendar with a few weeks worth of off-the-cuff ideas, but not much strategic direction. And this isn't a criticism, because I've been in that situation too. Instead, once you flip your thinking to focus on your audience, you can build a really solid social media strategy – full of genuinely relevant and useful content. This starts with team insight...

One of the most enjoyable bits of my job is helping startup businesses kickstart their social media presence. I’ve been through that launch process myself so not only have I been able to put my own advice into practice, I’ve also refined it to be as effective as possible when working with clients who are taking the plunge into self-employment. I've now turned all of that advice into what I believe is the ultimate LinkedIn guide for startup businesses. You’re now reading it. Each section is...

A social media audit is a structured review of your channels to understand what’s working, what isn’t, and how it connects to wider business goals. If you've inherited new channels, feel busy but unclear on impact, or are about to increase investment, a social media audit is great starting point. The frustrating nature of social media, particularly organic, means you can often only see your time, effort and investment without any clear understanding of its impact. And I can't be the only one...