Every brand has had these questions going back and forth: do we need to be on social media? And if so, do we need to be on every possible channel?

The answer to that last question is always ‘no’ – choose your social media channels wisely based on relevance and where your target audience is active. These steps will help you determine what works for your brand.

Start with your brand mission

Starting a social media channel is easily done; everyone can sign up and name a page. But how do you create a channel with great content which delivers the expected results?

Therefore, your brand mission is the most important part. Consider it the keystone or backbone to where everything else is built around.

Take Netflix, for example, everyone knows their brand mission because they communicate it in every way possible in their content. Can you name it? Exactly – Netflix & chill.

This doesn’t mean they spam these words everywhere (although the community itself tends to do so), it means they found ways to express the feeling people have when they hear those words and think of Netflix.

So, write down your brand mission as clearly as possible, communicate this with everyone on your team and determine how your content is going to live and breathe that mission.

Pick your audience

Being ambitious is good, but “reaching as many people as possible” is a little unrealistic. If you are aware of who your audience is or who you want your audience to be, you are one step closer to choosing the perfect social media channel for your brand.


Facebook is the most well-known social media platform out there. Facebook averages over 2 billion active users a month.

Facebook is the perfect platform to build a relationship with your followers. You can use a variety of content types including images, infographics, text posts, and more.

Facebook also has one of the most extensive advertising platforms in terms of targeting options. It is also worth noting that 44% of Facebook users check the platform multiple times per day, meaning your business has a good chance of reaching your target customers.


Instagram is a powerful platform when used correctly. With the ever-changing algorithm, it is certainly a platform that you must stay updated on. Users no longer see content in chronological order, which takes power away from the business, however, if you can create content that cuts through the noise, you will likely be in control of a very successful account.

If your business is considering utilizing influencers, Instagram is an essential part of your social media strategy. Between creating engaging Instagram stories, brand-specific images, and engaging with followers, Instagram should be a platform on your radar.

Moreover, Instagram provides more options for converting followers to your customers with the shopping tag feature. Your images or stories will become a great way to display and sell your products.


Twitter is the perfect platform for your business if you need to communicate something quickly. Twitter allows for images, GIFs, and even short videos, but it lends itself best to easily digestible text posts.

Twitter also gives you the option to post more often throughout the day as well as get direct notifications from your followers. Twitter makes it very easy for your followers to have a conversation around your content.

Long story short, it is the most interactive medium.


Often businesses will neglect LinkedIn in their social media marketing strategy but that is a big mistake.

LinkedIn isn’t just a platform for posting jobs and recruiting candidates. If you want to establish your brand as a leader in a specific category, LinkedIn is the place for you.

Publishing articles on this platform is a great way to show your audience that you really know what you’re talking about and allows potential customers or employees to see what your company is all about.

Furthermore, dig into your own analytics on your landing page or website to see who is visiting frequently. Knowing your core demographics can give you better insights into how you can approach each social platform and which content to post.

Choose a type of channel that fits with your goals

Maybe your brand is all about pretty clothes, or maybe you are a non-profit organization looking for the right social media channel to post your content. Either way – the channel of your choice needs to fit your goals.

In order to understand what type of social media channels there are to choose from, let’s take a look at what content they are best used for.

Facebook: a great platform for high-quality content and low-frequency posting. Additionally, Facebook has a variety of visual advertising which allows brands to target any type of audience.

Use imagery, video or carousel ads to display your content. Facebook carousel ads allow you to use as much as ten images including links, which your audience can ‘scroll’ through. Imagine displaying a new product, campaign or story with these visual attributes to create engaging content.

Other options include slideshows, special offers, and lead ads. Facebook lead ads provide an easy option for users to fill out important information. This way, you will be able to reach the right audience with the help of lead advertising.

Instagram: extremely suitable for snappy visual content and high-frequency posting. Since the introduction of Instagram Stories, brands have jumped on the wagon to explore the many advertising possibilities.

Instagram is an incredibly popular visual channel, so what better way to tell a visual story from places all over the world?  Analyze Twitter, LinkedIn, Pinterest and every social media channel you are considering using in the same way: does the way it displays content, or its advertising possibilities fit my goals?

Got all three boxes ticked? Get started with your social media content!

Now that you have figured out which social media channels work the best for your brand, you will need to plan and schedule your social media content. MyCoach helps agencies and brands to come up with great digital marketing strategies to help you maximize the time you are already spending on social media. Contact us to find out more.



Why do some businesses scale and others don’t?


Ever since I started my first business, I’ve been trying to figure out why some business scale and others don’t. It’s always been a dream of mine to build a fast scaling business like the stories we hear of the tech companies in Silicon Valley. There have been many business books written based on years of research, on companies such as Apple, Amazon, Google and Facebook and all of them offer their own views. Here are some of my favourite books that explain this.

  • E-Myth By Michael E. Gerber
  • Good to Great By Jim Collins
  • The Intelligent Entrepreneur By Bill Murphy

Based on these books I drew up this diagram below to try and simplify these conclusions and this is what I came up with:

The 3 lines represent a linear growth of 3 different companies over a 10 year period

If we accept that these are 3 business all started as a “One Man Show” by 3 Entrepreneurs from the same background, intelligence, education, country, financial class and support. How can one business scale to R20M, the other R50M and the last one to 100M turnover in 10 years?

Take a moment and think of a few reasons of your own before you read further.

Here are some of the reasons other Entrepreneurs mentioned.

  • He/ She was happy with the R20m
  • Money beliefs/ Money blueprint
  • Adoption of technology
  • Marketing and sales strategy
  • Right bums in the right seats on the bus (Jim Collins)
  • They knew where they were going. They had a vision of what the business would look like when it was done and could communicate the vision to inspire employees and investors and attract clients. (Michael E. Gerber)
  • Company culture. They had team members not employees (Dave Ramsey)
  • The R100m company was hungry, motivated, determined, basically had a bigger drive.
  • They had a reason above money. They had a why (Start with why – Simon Sinek)
  • Could scale lean (Lean Startup – Eric Ries)


I could go on and on but the above illustrates my point. These were all decisions, habits, beliefs, and visions of the Entrepreneurs who started and ran these companies. It is safe to say that 90% of the reasons we can come up with can be categorised to one collective: The Mindset of the Entrepreneur. There are other facts such as luck, timing of the market and something that we can’t describe, but it is known as the X- Factor. For now, let’s just focus on Mindset as I believe this to be the biggest differentiator and the one thing we can control. If mindset plays such a big part what can we do to cultivate a mindset similar to these successful Entrepreneurs. Are some just born with big mindsets and the rest are doomed to run companies that never scale?  I don’t think so especially considering slogans such as:

  • Want to increase your mindset, increase your circle of influence.
  • You are the average of the 5 people you spend your time with.
  • Want to be a billionaire, hang out with billionaires.
  • Want to change your mindset change your habits.
  • Aim at nothing and you will hit it every time.

These slogans suggest that there are actions and habits we can change to cultivate a mindset similar to that of successful individuals

One of the first things I would suggest is to start spending time with people that are where you want to be. Find groups of people that inspire you and will keep you accountable.

We always default to our worst habits that is why pro golfers still hit thousands of golf balls a week so that their worst habit is still a pretty good shot. What are your worst habits and how do you want to change them? Make a list of your top 5 limiting behaviours and next to it what you think it should be

Build a vision. I’ve heard of Japanese companies with 1000 year generational visions yet most of us don’t even have a 5-year plan.

Communicate your vision. You want people to follow you, clients to work with you and investors to invest in you. That starts with communicating your vision so effectively that you inspire people.

Motivation is like taking a bath, you have to do it daily – ‘Zig Ziglar’. Most of us have exercises for our physical fitness but not many of us exercise our emotional fitness. These are things like training our mind to think positively and blocking negative words from other people that brings us down.

How you start your day is critically important to the success you will achieve that day. Here is some examples of a morning rituals:

  • Wake up earlier. I try to wake up every weekday morning at 5am
  • Meditate. Meditation is a great way to clear your thoughts that is clouding your vision
  • Daily affirmations. Use daily affirmations to set the tone of the day.
  • Bulletproof coffee. Here is a link for more info: Bulletproof Coffee
  • Exercise. It’s difficult to have a healthy mind and energy without a healthy body
  • Plan my day with purpose. Start each day with intention and decide what will make today successful

This can be daunting so I would suggest to start with one or two and build up from there at a pace that is comfortable to you.

These are some of the techniques that has worked for me. Try it out and let me know what effect it had on your mindset and what else really worked for you.