Social Media Support in Cambridge: More Than Just Posting
If you are looking for social media support in Cambridgeshire, you might think you need someone to create posts, make a few Reels and keep your Facebook page busy.
I can do all of that - but that's not really how I think about social media.
I see your website as your house, with lots of different paths leading to it. Google is a path. Social media is a path. Your Google Business Profile, reviews, blogs, business listings, recommendations and even places such as WhatsApp can all be paths too. They shouldn't be separate bits of marketing that have nothing to do with each other. They should help the right person find you, understand you, trust you and eventually enquire, book or buy.
That's what I mean by Business Visibility, and social media is a very important part of it.
Social media is one path in your whole Business Visibility system
When I work with a business, I don't start with the website, I start by looking at the business as a whole. That means understanding how people currently find you, what they see when they do, whether your message is clear, how your website fits into that journey, what Google understands about the business, what your social profiles are doing, and where customers are being lost or confused along the way.
That Business Visibility thinking is part of how I approach a website project from the beginning. I need to understand the wider picture because I can't build the right website in isolation.
Your website might need to become the central place everything leads back to.
Your Google Business Profile may need strengthening. Your social media might be sending people nowhere useful. Your business listings could be inconsistent. I look at all of that because it influences what the website needs to do. What isn't automatically included in the cost of building your website is me then carrying out every piece of additional work across your wider online presence for you.
There is a difference between identifying what needs improving and building that knowledge into your strategy, and me taking responsibility for implementing every recommendation.
You might decide to make some changes yourself. I might show you how. Or you can ask me to carry out additional Business Visibility work for you. Social media is often one of the first places I find those opportunities.
I don't just do it for you. I can teach you how to do it.
This is probably one of the biggest differences in the social media support I offer. Some businesses want me to manage things for them. Others want to understand how to do more themselves, and some want a mixture of both.
My support can therefore be Done For You, Done With You, or a combination of the two.
I might optimise your Facebook presence, create some initial content or make a Reel so you have something concrete to work from. Then we can look at what happened — reach, views, shares, clicks, enquiries — and I can explain what I'm seeing and why I would change something.
Coaching and training can be face-to-face or over Zoom, depending on what suits you.
You absolutely do not have to become an expert in every platform yourself. In fact, that's one of the reasons businesses ask me to manage their social media in the first place.
There is a lot more happening behind one apparently simple post than most people realise.
Prefer to start by doing it yourself?
My free Facebook Optimisation Guide is part of my growing collection of Free Business Tools. It covers the practical foundations of a business Facebook presence, including Page setup, purposeful content, Posts and Reels, Groups, website links, calls to action and understanding your results.
There is also a special offer at the end of the guide if you work through it and decide you'd rather have some help.
Why Facebook is a particular area of expertise for me
I support businesses with social media across different platforms, including Facebook, Instagram, LinkedIn, TikTok and YouTube, as well as connecting social content with Google Business Profile, WhatsApp Business and the wider online presence, but Facebook is a particular area of expertise.
Probably because many years ago it was the platform I found hardest to get traction on myself. So I learned how to fully optimise it - not from reading a book about Facebook - By using it, testing things, watching what happened and continuing to learn as the platform changed.
Today, Facebook is still the platform I find many business owners are most bewildered by. It's not just about publishing posts. There are Posts, Reels, Stories, Groups, comments, reviews, links, calls to action, Page information, different content formats, notifications, distribution and Insights.
There are also platform-specific features that can help content reach the people who already follow a business, and those features change over time. When I'm managing a Facebook presence, I'm keeping track of those things so the business owner doesn't have to.
CLICK HERE TO VIEW MY FACEBOOK BUSINESS PAGE
Before I worry about how often you're posting, I want to know something much more basic:
If I landed on your Facebook Page today knowing absolutely nothing about your business, would I understand what you do, where you do it and what I should do next the moment that I landed on it?
ACTUAL FACEBOOK IMAGES FOR A SEARCH FOR SIMPLE WEBSITE DEVELOPMENT AND SUPPORT - WHAT HAPPENS WHEN YOU SEARCH YOUR BUSINESS NAME?
Social media is a search tool people use to connect with businesses— and this is where SEO matters
This is one of the biggest things I think businesses overlook. People don't only search Google for businesses anymore. Someone might open Facebook and search for a website designer in Cambridgeshire. They might search YouTube for an answer to a problem. They may discover a business through TikTok, Instagram, a Facebook Group or increasingly through AI-assisted discovery. So when I work on social media, I bring my SEO and keyword expertise with me.
Good content isn't enough if nobody can find it.
You can spend hours creating a brilliant video, but the platform still needs enough information to understand what it's about and who might be interested in it. That's why I'm thinking about far more than whether a caption sounds nice. I'm considering the language potential customers use, what the business is actually trying to be found for, how the content is described and whether it supports the wider online identity of the business.
I look at things such as the business name, Page name, profile information, categories, descriptions, captions, titles, keywords and links — and whether the same business is being represented consistently across its website, Google and social profiles.
SEO doesn't stop at your website
ACTUAL FACEBOOK SEARCH FOR WEBSITE DESIGNER CAMBRIDGESHIRE TO DEMONSTRATE THAT SEO DOES NOT STOP AT JUST GOOGLE - DOES YOUR BUSINESS SHOW FOR YOUR SERVICE ON A FACEBOOK SEARCH? ARE YOU VISIBLE?
Is Google seeing the same business everywhere?
If your website calls you one thing, Facebook makes you look like something else and your Google Business Profile tells another version of the story, you're making things unnecessarily difficult, not only for potential customers, but for search engines too.
I wouldn't tell you that having a Facebook account is some magic direct Google ranking factor - It isn't, but Google builds its understanding of businesses from information across the web, and a clear, accurate and consistent business identity matters.
There's a very simple exercise I regularly recommend. Search your own business name on Google. Then look beyond your website. What else appears? Can you clearly identify your Facebook, Instagram, LinkedIn or YouTube presence? Is the business described consistently? Is the contact information correct? Can somebody easily move from those places to the website? Then search for what you do, rather than your business name, what do you see?
Don't let good content die after one post
This is another huge part of how I manage social media. Businesses often feel under constant pressure to create something new. New post. New Reel. New graphic. New idea. Again. And again. And again.
Good social media management isn't necessarily about creating more. Sometimes it's about getting far more from what you've already created.
One strong piece of content may have opportunities across Facebook, Instagram, LinkedIn, TikTok, YouTube, relevant Facebook Groups, Stories, Google Business Profile and WhatsApp Business Status.
One idea. Lots of places for somebody to discover it.
I don't simply press Share Everywhere and consider the job finished. Different platforms have different audiences, formats, features and expectations. And distribution isn't only about today's content either. Sometimes your best post this week is one you made months ago This is something I do regularly with Green Fields Home Kill & Butchery. Over time I've created some excellent posters and evergreen pieces of content. They haven't suddenly stopped being useful because they're old. If I haven't had time to create something new, I don't panic and make something for the sake of filling a space. I look at what we already have. That doesn't necessarily mean putting the same old post back onto the main Page and cluttering the feed with repeated content.
There may be a much better opportunity to give that existing content another life through relevant Facebook Groups or another distribution route. I won't necessarily use the caption I wrote the first time either. Something created months ago can be introduced in a way that is relevant to now.
The same applies to blogs. If you've spent time writing a genuinely useful article, why promote it once and then forget it exists? The information may still answer exactly the question somebody is asking six months later. Part of managing content is knowing what you've already got and spotting opportunities to use it again.
ACTUAL VIEW FOR ONE PIECE OF CONTENT, ALSO SHARED TO TIKTOK AND LINKEDIN - REMEMBER YOU CAN SET A DIFFERENT COVER FOR THE SAME REEL FOR EACH PLATFORM
Stories are part of the visibility journey
Stories are another area businesses often forget, and not just Instagram Stories. Facebook has Stories. TikTok has Stories. Instagram has Stories. And WhatsApp Status belongs in this conversation too.
People don't always think of WhatsApp when they think about social media, but your customers and contacts may be looking at WhatsApp every single day.
Meta makes it possible to share appropriate Instagram Story content onwards to WhatsApp Status, giving existing content another opportunity to be seen. Question is your WhatsApp the Business option with links to your website and services?
When I'm managing social content, I think about Stories as another distribution route rather than an afterthought.
I also consider what somebody can do after seeing one.
Where appropriate, that means thinking about the website link and the next step, rather than automatically sharing something in a way that removes an opportunity to lead somebody somewhere useful.
And useful Instagram Stories don't necessarily have to vanish forever.
Evergreen content can become part of your Highlights, turning the top of an Instagram profile into another small information journey through the business.
Facebook Groups need a different approach
Relevant Facebook Groups can be brilliant for local and specialist businesses., but I don't recommend joining groups simply to dump business content into them.
A business needs to participate appropriately - Comment. Be useful. Become part of the community.
When I'm distributing business content through Groups, I'm thinking about the context in which it's appearing.
The wording that worked on the original Page isn't automatically the wording I want in a particular Group.
Group rules differ.
Audiences differ.
What is appropriate differs.
That's why distribution itself is a skill.
It's also why I can return to a strong older piece of content and find a completely new audience for it without filling the business Page with repeats or constantly producing something new.
Using social media well isn't just about what you create. It's also about what you do with it afterwards.
Video is one of my strongest content skills
Video is probably the part of social content I enjoy most. I'm highly skilled with CapCut, alongside Canva for graphics and visual content, and AI tools where they're appropriate. But knowing how to use the software isn't really the skill - Knowing what to make with it — and how to prepare it properly for where it's going — is.
When I'm creating video for a business, the job doesn't finish when I've edited the clips together. I'm also thinking about the platform requirements.
Are the dimensions right?
If static images are being used within a video, have they been prepared properly?
Is the quality right?
Does the Reel have an appropriate cover image rather than relying on a random frame?
Does it need captions?
How is it going to appear on the profile?
Is it recognisably part of this business?
What does the platform expect from the content?
There are lots of small technical and creative decisions sitting behind a finished Reel. I don't use CapCut templates to make those decisions for me.
Original content matters, and I want the finished result to belong to the business, not look like thousands of other videos created from the same template. A Reel for a mobility company shouldn't feel like one for a therapist. A website designer shouldn't sound like a butcher, and somebody working in a calm, deeply personal field shouldn't suddenly have flashing transitions flying across the screen because CapCut happened to offer them.
The business comes first - The tool comes afterwards.
TikTok isn't just video
TikTok is a really good example of why knowing the individual platforms matters. Most people hear TikTok and immediately think Video, but video isn't the only option. TikTok also allows multi-image posts, more detailed captions and Stories. On my own account, I've seen an interesting difference. Some of my Reels receive around 250 views, while image posts can receive well over 700. So why would I blindly insist that every idea needs to become a video? A multi-image post can sometimes give a business more room to explain something. People can move through the individual images, spend longer with the content and read more information.
Then there are TikTok Stories, which are another opportunity businesses often forget completely.
When I'm managing social media, I'm considering those choices. Should this be video? Would multiple images work better? How much information do we need to communicate? Does it belong in Stories as well? How should it be presented specifically for TikTok?
I'm not just putting the same thing everywhere. I'm deciding how the idea should work in each place.
SOUND OUR SOULS SOCIAL MEDIA SUPPORT IMAGES - CLIENT BRIEF - NO AI IMAGES
Sound Our Souls: understanding the business before creating the content
My work with Emma at Sound Our Souls is a good example. Emma already had a strong Facebook presence. She didn't need somebody to march in and replace everything. We needed to make it more purposeful. Emma’s business is somatic shamanism. It's a niche area, and somebody encountering it for the first time may have absolutely no idea what it means. So rather than randomly deciding she needed “four posts this month”, I suggested creating an educational series explaining what somatic shamanism actually is.
We created four individual pieces of content before bringing the subject together into a Reel. Emma supplied her own photographs. She didn't want AI-generated imagery for this particular content. Authenticity mattered to her and to how she wanted her work represented. I prepared her photographs in Canva, added the appropriate text and visual elements and created the video content in CapCut.
Emma also wanted the videos simple, calm and natural. That gave me another job: balancing what works technically as social video with what was right for her brand.
Alongside creating the content, Emma and I had coaching sessions where I helped her understand how to make Facebook more purposeful, reach relevant audiences, use Groups more effectively and lead people towards the much fuller information already sitting on her website.
The most important result? Emma received enquiries from the series.
One piece of content reached an audience made up of 89% non-followers. That's exactly why I don't obsess over follower numbers.
Emma said:
“Sarah didn’t just do it for me. We spent time together where Sarah coached me through how to make my Facebook page more purposeful, help people understand more about me and my work, and get my content seen by more people. I came away knowing how to do it myself.”
— Emma, Sound Our Souls
That's exactly what Done With You support can achieve.
Followers aren't the result
One of the biggest misconceptions I see around social media is the obsession with follower numbers. Of course followers are useful, but they're not the number I care about most.
I want to know:
Did people actually see the content?
How many weren't already following you?
Did they watch?
Did they share it?
Did they click?
Did they visit your website?
Did they enquire?
I see the difference in my own businesses. Simple Website Development & Support generally works from around one core piece of content a week, distributed intelligently rather than constantly creating for the sake of creating. My Instagram account had only 124 followers while generating around 2,000 views in 30 days. My YouTube channel had only 30 subscribers, yet four recent Shorts generated approximately 15,800 views between them.
Here's the figure that matters even more to me:
25% of the visitors reaching the Simple Website Development & Support website come through Organic Social.
I don't need an enormous follower count for social media to be doing its job.
I need it to help the right people discover my business and create another path towards my website.
Followers and visibility are not the same thing.
Try making social media about mobile slaughter
One of the businesses I run with my husband is Green Fields Home Kill & Butchery. It's probably the strongest example I have of what managing an entire Facebook presence actually involves because I didn't inherit a successful Page. I launched it from nothing. Today it has more than 500 followers, but I built that audience from the beginning. I still personally manage the entire social presence.
I set up and optimised the Page - I create every Reel, video, poster and post - I manage the comments - I manage the distribution - I monitor the performance - I decide what gets reused. - I manage how the business presents itself publicly.
That's particularly important when you're marketing something like livestock slaughter and butchery. It's a profession that can naturally attract strong opinions, but we've never wanted to create controversy simply because controversy creates engagement.
The purpose of the Green Fields Facebook Page has always been to represent a professional business, educate people appropriately and reach the people who genuinely need the service. Interestingly, some of our customers have previously been vegan or vegetarian and later decided that, if they were going to eat meat, they wanted to raise their own animals and have greater knowledge and control over their welfare and how they were processed. That nuance matters.
I'm not interested in deliberately provocative content that encourages arguments underneath a business post simply because the algorithm might notice it. Engagement at any cost isn't a social media strategy.
Our Reels regularly reach around 3,000–5,000 views, despite the Page having hundreds rather than thousands of followers. One Reel reached around 3,130 views, generated 108 shares and resulted in 58 clicks. But again, the figure I care about most isn't sitting inside Facebook.
Google Analytics shows that 1,257 new Green Fields website users came from Organic Social during the period measured. That's around 14% of all new website users.
Organic Search is still the largest source of new users. and that's exactly how I want it.
Google is working - Direct traffic is working. - Social media is working. Different paths are bringing people towards the same house.
That's Business Visibility in real life.
I never forget your brand
This is perhaps one of the most important things I consider when I'm managing somebody else's social media. Before I decide what your content should look like, I need to understand:
What is your brand?
What makes you different?
What is your USP?
What should somebody think or feel when they encounter you?
How will people begin to recognise that something belongs to your business?
Branding isn't just putting your logo in the corner of every graphic, and it isn't simply choosing three colours. Go and look at the social media for Simple Website Development & Support. Watch a few of my videos.
Would you begin to recognise that they're mine before you've even properly read the business name? People tell me they do.That's deliberate. Yes, there are recognisable colours and graphics, but there's also the language, subject matter, pacing, visual style and music. I don't build my video strategy around chasing whatever sound happens to be trending that week. I choose the music deliberately when I'm editing because I know what I want somebody to hear, see and feel when they encounter my business.
And let's face it: Would you naturally think, “Ooh, lovely. Let's sit down tonight and watch some videos about website design and SEO”? - Probably not. Yet those videos can still reach thousands of people.
Almost any business can create interesting content when you understand what is interesting about that business to the people it actually wants to reach.
Content doesn't always have to be complicated. Sometimes the person behind the business is the content. Talk to the camera. Show part of your working day. Answer something customers repeatedly ask. Create a regular feature people begin to recognise.
But make it yours - When I'm managing somebody else's social media, I'm not trying to turn their business into Simple Website Development & Support. I'm working out:
What makes this recognisably you?
Sound Our Souls shouldn't look like Green Fields.
Green Fields shouldn't look like a mobility business.
Your business shouldn't look like mine.
That's brand management.
Why my approach to Business Visibility is different
There is a reason I naturally look at journeys rather than isolated marketing jobs. Before website design, I spent around 16 years in sales coaching, management and business development roles at Lloyds Banking Group. A lot of what I did involved what we'd now call customer journeys: how customers were dealt with, how people communicated, where processes broke down and what happened between somebody arriving and eventually taking action.
I later spent around 12 years as a police investigator. That added another way of working: Investigate. Observe. Ask questions. Don't assume. Look at the evidence.
I've also run businesses myself, including a physical high-street jewellery shop as well as online businesses. So if somebody tells me: “Facebook isn't working.” My immediate question is: What isn't working? Is nobody seeing the content? Are the wrong people seeing it? Are people watching but not engaging? Are they engaging but not clicking? Does the Page actually explain the business properly? Is the content difficult to discover? Is it being distributed effectively? Are people reaching the website and then disappearing? Are reviews helping or hurting the business? Or is everything actually working rather well, but somebody has decided it's failing because the follower number hasn't increased enough?
Those are completely different problems. That's why I investigate before I prescribe.
There's a lot happening behind one social media post
This is perhaps the easiest way to explain what you're actually paying for when somebody like me manages your social media.
By the time you see one finished post, graphic or Reel, I may already have considered:
The business and its USP, brand recognition, platform, format, dimensions, video quality, cover image, captions, keywords, SEO, music, audience, Stories, Groups, WhatsApp Status, Google Business Profile, website journey, previous content worth reusing, comments, community management, reviews, distribution and what the analytics tell us afterwards.
Then I have to understand that Facebook doesn't work exactly like TikTok, TikTok doesn't work exactly like Instagram, Instagram doesn't work exactly like LinkedIn, and none of them stays the same forever. That's the bit that's easy to underestimate.
How many business owners genuinely have enough time to run their business and develop expertise across every platform they use? - That's where social media management becomes valuable.
These are the things I take into account when I'm managing your social media — so you don't have to. You aren't just paying somebody to upload a post. You're paying for the knowledge behind deciding what to create, how to create it, where to use it, how to adapt it, when to reuse it, how it represents your brand and what to look at afterwards to find out whether it worked.
Social Media Support in Cambridgeshire — Done For You or Done With You
Want me to look at your social media?
If you've got to the end of this thinking “I don't have time to think about all of this”, that's exactly why I offer social media support.
You don't need to know which content should become a Reel, which should be reused, whether you're making the most of Stories, what your Facebook Page is missing, whether your captions are helping you get found, or how all of it connects back to your website.
That's what I look at for you.
I can manage your social media for you, work alongside you, or coach you so you understand more of it yourself, and because I approach social media as part of Business Visibility, I'm not interested in posting for the sake of keeping a feed busy.
I want your social media to look and sound like your business, reach the right people and have a purpose.
If you're based in Cambridgeshire and looking for social media support, or you're elsewhere in the UK and would like to work together remotely, get in touch and tell me what's currently working and what you would like social media support to do for your business.
My mission is simple: to help businesses get found, understood and trusted online. I bring together website design, SEO and Business Visibility so every part of your online presence works together — without losing what makes your business yours.
SARAH, SIMPLE WEBSITE DEVELOPMENT & SUPPORT
