Event 30th April 2026. Using Social Media to Your Advantage: Smart Strategies That Deliver Real Results

The presentation, delivered by Bec Richards of Rethink PR and Marketing, focused on strategies for SMEs to maximise their brand presence through social media, with a heavy emphasis on authenticity and human connection.

Key Points of the Presentation

• The Power of People-Centric Content: The speaker emphasised that "people buy into people". Successful campaigns, such as the "True Heart of Swansea," focus on the lived experiences of staff and customers rather than just pushing products.

• TikTok and Trend Agility: Using the Swansea Market case study, the presenter highlighted the need to be bold and reactive. By jumping on trending sounds (like Kendrick Lamar) within hours, the market achieved over 3 million views and higher engagement than London’s Borough Market.

• Authenticity Over Polish: While high-quality production has its place, raw, authentic footage captured on a mobile phone often generates more engagement than perfectly edited videos because it feels more relatable.

• LinkedIn for Thought Leadership: SMEs can build authority by commenting on industry news—even projects they aren't directly involved in—to position themselves as sector experts.

  
  

Discussion Highlights

• The Challenge of ROI: A significant portion of the discussion touched upon the difficulty of justifying marketing budgets to clients who expect immediate, measurable sales from social media, rather than understanding its role in brand awareness and trust-building.

• AI in Marketing: While AI is useful for generating initial ideas or creative visuals, the speaker warned against letting it replace a genuine tone of voice. "Fake" or robotic content can damage brand loyalty.

• Engagement Tactics: The discussion highlighted that social media is a "two-way conversation". Success requires not just posting, but actively responding to comments and engaging with other stakeholders to satisfy platform algorithms.

  
  

Actionable Items for SMEs

• Prioritise Quality over Quantity: Rather than posting daily and risking being flagged as spam, SMEs should aim for two to three high-quality, meaningful posts per week.

• Humanise the Brand: Create "Meet the Team" posts or "Day in the Life" videos. Avoid using overly salesy backgrounds like pull-up banners in photos, as these can discourage "doom-scrolling" users from engaging.

• Engage Before You Post: For those not confident in posting original content, start by commenting on the posts of local business leaders and competitors to build a profile and become a "known entity".

• Leverage LinkedIn Tags: When sharing news or comments, tag relevant editors, journalists, and industry leaders to increase the chances of the post being picked up by press or generating wider reach.

• Utilise Free Tools: Professional design skills are not mandatory; tools like Canva can be used to create a consistent, branded suite of graphics.

• Adopt Long-Form Content on Specific Platforms: On LinkedIn and Facebook, keep users on the page by writing longer, informative posts instead of forcing them to "click away" to external websites, which people are increasingly reluctant to do.