My process for planning a social media post starts with clearly defining the target audience. Who is the person I am trying to reach? What do I want them to feel when consuming this content?

I then set specific, measurable goals and evaluate how each aligns with the larger brand identity, because without that consistency, content won’t truly make an impact.

This means examining the tone, imagery, and messaging of the post. Social media is often the first touchpoint someone has with a brand, so the first impression matters.

When a campaign goes live, I monitor engagement and analytics closely. Beyond that, I head directly to the comments, respond to messages, and connect with both the audience and client to get a real sense of how the content is landing. These are real people consuming the content, not just numbers on a dashboard. Their feedback, reactions, and conversations help me understand if the goal was truly accomplished.

From there, I pivot when needed, adjust the approach, and double down on what actually resonates.