Most business accounts we audit are not short of posts. They are short of reasons to follow them. Here is what we would stop in 2027, and what we would put in its place.
Stop announcing things nobody asked about
We are proud to announce, we are delighted to share, we have a new logo. These posts are written for the person who made the decision, not the person reading the feed. If the news does not change anything for the client, it is not news.
Instead: say what changed for them. New opening hours that make a same day visit possible. A faster turnaround. A fixed fee that removes a nasty surprise.
Stop posting links with no reason to click
A bare link with three words above it is a request, not a post. Feeds already suppress it, and the people who do see it have no idea what is behind it.
Instead: give the one useful thing away in the post. The two sentence version of the answer, then the link for anyone who wants the rest.
Stop the quote card with no opinion
A photo of a sunset and a line about success says nothing about your business. If a post could have been written by any company in any industry, it is not marketing.
Instead: take a position. The thing your industry gets wrong. The mistake you see most often. What you would tell a client in the first ten minutes.
Stop posting to an empty plan
Posting every day because a calendar says so is how accounts get dull. Three posts a week with a point of view will beat seven that fill a slot.
Instead: choose two or three themes worth owning, and rotate them. For most UK firms that is the work itself, the expertise behind it, and the questions clients ask before they buy. Everything else is optional.
Stop hiding the people
The accounts that get enquiries are almost always the ones where you can see who you would be dealing with. A photograph of the person who answers the phone outperforms a stock image of an office every time.
Instead: show the work. The document being written, the site visit, the finished job, the team dealing with a hard week. Real beats polished.
Stop measuring followers
Follower counts are easy to buy and hard to bank. What is worth watching is saves, replies, profile visits and the enquiries that mention a post. If you cannot draw a line from a post to a conversation, that post is decoration.
Stop treating it as a separate job
Social is not a channel that lives apart from the website and the blog. The best performing posts we see are the ones that take one piece of real expertise, publish the long version on the site, and cut the sharpest 20 percent into posts. One piece of work, several places it earns.
If you want a proper read on how social fits with the rest of your marketing, the Growth Map scores it alongside search, paid and the site itself, so you can see where the effort is actually worth spending.
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