Post Less. Connect More

Written By Alicia Vial

If you’ve ever felt pressured to post on social media every single day, today’s conversation may come as a relief. New research shows that businesses may actually be approaching social media all wrong.  

A lot of business owners believe that the secret to social media success is posting constantly. That is probably the biggest misconception we hear. Many businesses think that they need to post every day, or even multiple times per day, to stay relevant. But what we’re seeing from new industry research is that audiences aren’t asking for more content. They’re asking for better content. People scroll past hundreds of posts every day. They are much more likely to stop for something  helpful, entertaining or meaningful than something that was posted  to check a box. The goal shouldn’t be filling your feed; it should be giving people a reason to pay attention. 

Instead, focus on relevance. Before you post, ask yourself one simple question: Why would someone care about this? Instead of only promoting your business, think about how you can educate, answer a question, celebrate your employees, share customer success stories or give people a behind-the-scenes look at what you do. That’s the kind of content that builds trust, and trust is what ultimately drives business. 

So how does AI fit into creating social media content? AI is a fantastic tool, but it is exactly that: a tool. It can help brainstorm ideas, organize a content calendar, draft captions or overcome writer’s block. What it can’t do is replace your personality, your expertise or your relationships with customers. People still want to hear from real people. The businesses that will stand out are the ones using AI to become more efficient while making sure their own voice still shines through.  

If every post looks like an advertisement, that’s usually a red flag. Social media should feel like a conversation, not a commercial. If all you’re doing is saying “Buy this, “or “Call us,” or “Here’s our latest promotion,” people eventually tune you out. Instead, try following what we call the 80/20 approach. About 80% of your content should educate, entertain or inspire. The other 20% can focus directly on promoting your products or services. That balance keeps people engaged and makes them much more receptive when you do have something to sell. 

Instead of creating five average posts, create one really good one. Think about a question your customers ask all the time and answer it in a short video. Introduce someone on your team. Share a customer success story. Those authentic moments almost always outperform overly polished sales posts because they’re genuine, and that’s what audiences connect with.  . 

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Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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