Three right-now tips for businesses whose social media isn’t working

Written By Alicia Vial

If you’re a business owner, you’ve probably felt it: your social media posts just aren’t getting the same attention they used to. You post on social media, but the engagement – the likes, the comments, the shares – it’s just not what it used to be. You’re not imagining it, and you’re not alone. The rules of social media have changed.

The biggest mistake businesses make is still treating social media as a free marketing tool. For years, businesses could post and reach their followers strictly organically. That era is over. On platforms like Facebook and Instagram, organic reach has drastically declined. The reality is, social media is now a pay-to-play channel.

Our first recommendation is to allocate a dedicated, consistent monthly ad budget, even if it is small. Stop boosting random posts and be strategic. Use that budget on high-return campaigns like retargeting, showing ads to people who have already visited your website or local awareness ads if you have a brick-and-mortar store. Consistency is more important than a big on-time spend.

Customers, especially younger ones, are now searching on TikTok and Instagram, instead of Google. They aren’t just looking for dance videos, they’re searching the “best lunch spot near me” or “how to fix a leaky faucet” right in the app. If your business isn’t providing those answers, you’re invisible.

You have to start thinking about “social SEO.” When you create a short video, make it the answer to a specific question. Use clear, searchable keywords in your on-screen text, in your caption and even say them out loud in the video. You’re not just posting content, you’re building a library of helpful, searchable answers that work for you 24/7.

The polished corporate look is out, audiences are tired of it and scroll right past it. What’s in is authenticity. We’re seeing a huge trend of “earned marketing” and raw, behind-the-scenes content. What that means is just use your phone. Show a “day in the life,” film a 30-second tip or show how your product is made. Another powerful tool is to reshare your customer’s content. When a customer tags you in a post, that is your new five-star review.

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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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