How to go from Random to Deliberate with your Social Media Content

It’s a little too often that we see venues flying by the seat of their pants with blind approach to content and no real strategy. If it’s because you don’t care enough about social media then good luck sticking to the old ways! If it’s because you are unsure of what to do and overwhelmed then we certainly sympathise with you! The key to effective social media that will drive business is having a plan and strategy behind it that makes sense. A lot of venues’ content is based on a whim of what feels right at the time, when they remembered to post something or when there is a specific agenda to push. The easiest way to improve your social media is to turn ‘random’  into DELIBERATE!


Throwing things at the wall and hoping something sticks is not a great tactic for generating business in any other part of an operation and the same goes for social media. The best way to get awareness on the random and work out what should form part of your deliberate strategy is to audit the content you have posted up until now. Below is a breakdown of what we define as the ‘random’ you should move away from and the ‘deliberate’ you can move towards.




  • Lacking focus. Remember those report cards from back in the school days saying ‘easily distracted and lacking focus’ (we certainly do) ? If you look at your social media content and it’s hard to make out any kind of method to the madness, it’s a clear indicator it lacks focus and that needs to change. You don’t want to be getting a bad report card from potential customers!


  • Posting the same piece of content after the other. 


  • Posting a good piece of content once (one hit wonder!) that could be turned into a regular piece of content that gets posted weekly or monthly. For instance a function/booking post. Recycle! It’s good for the environment and good for consistency (if it’s good, highly relevant content). Doesn’t need to be the same exact content but has the same foundations. Having some easy-to-do content builds positive posting habits and saves your creative energy for the knockout stuff!


  • Irrelevant content. Posting content that doesn’t even have the loosest connection to your audience, product or service. This sort of content has no place in a smart strategy and will leave people scratching their head or worse, unfollowing you!




  • Creating a plan! Clearly define your target audience, brand identity and social media objectives that will form the foundations of your plan. This will fuel your content strategy. Go back to school with your Who, What, When, Where and Why’s! Utilise this information to form different types of posts and key things on your regular agenda for content.


  • Creating a schedule and batching content. Once you have a game plan you can build a weekly schedule for what gets posted and when. Batching content is a powerful way to get on top of things. Part of the struggle with social media is constantly having to think about it. Try and focused find time in the week where you schedule a lot of content all at once. You will get a lot done fast and have peace of mind throughout the week, knowing you have stuff going up!


  • Contextualising your social media strategy for the platform. Social media is not a one size fits all marketing space. If you want to succeed, you need to understand the differences and nuances of the individual platforms. You are highly accountable to style, quality and strategy on Instagram for example while Facebook is more forgiving. This is because your instagram feed is like a gallery or shop front... The evidence is clear if you know what you are doing or not when people look at your feed. Facebook however is more forgiving.


  • Trimming the fat. Get rid of under-performing social media channels so you can go all-in on the ones that work. Instagram and Facebook are the primary ones for venues. There isn't much point being on a platform just for the sake of it. If you aren’t contributing in a meaningful way or even getting attention from your target audience then abandon ship and focus on the core ones. You will feel less overwhelmed and be able to put more effort into what makes the cut.


If you don’t already have some kind of plan, a document etc that forms your social media content strategy you need to create one ASAP. It will ensure that your content stays focused and consistent no matter who is pushing the buttons. But don’t have everything forced into a rigid strategy and strict content types. Leave room for spontaneity. Capitalising on spontaneous circumstances is a huge part of social media success. Include spontaneous, topical content (weather, relevant current affairs or trending topics) as part of your overall strategy.

If after reading this, you still aren’t convinced you want to do it all yourself but understand how important social media is for driving revenue, flick us an email at

Oliver Minnett