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You know that feeling when you’ve posted something, hoping it builds your brand presence on social media, sat back, and thought, “This will get people talking”… only to get two likes (one from your mum and one from your best friend)? Yep. Been there.
The problem is that a lot of people confuse posting with presence. And they’re not the same thing.
Posting is the action.
Presence is the impact.
Posting isn’t brand presence on social media
Anyone can post. You can schedule a month’s worth of content in one afternoon, sit back, and technically say you’re “active on social media.” But activity alone doesn’t build presence.
Presence is different. Brand presence on social media is about how people actually experience your business when they see you online.
It’s not about filling your feed. It’s about leaving an impression. Do people feel like you get them? Do they want to come back for more? Do they feel like they could trust you with their business?.
Or do they just scroll straight past because it’s noise, not connection?
You can schedule 30 posts a month and still not have presence. If your posts don’t connect, don’t invite interaction, and don’t reflect the human side of your business, you’re just adding noise to the internet.
(And let’s face it, the internet doesn’t need more noise.)
Why community matters more than numbers
Now, I’m not saying numbers don’t matter. Of course they do. Your follower count, likes, and reach are all signs of whether you’re getting in front of people. While we often refer to them as vanity metrics, they do help you measure if your community is growing.
But here’s the important bit: those growing numbers only mean something if they’re the right people. In other words, what really matters is who’s behind those numbers.
Would you rather have 500 followers who are your ideal clients, your referral partners, and people who actually engage with your content… or 5,000 randoms who will never buy from you or recommend you?
The 500 might not look as flashy, but if they’re engaged and genuinely connected to your business, they’ll do far more for your brand. That’s the difference between building an audience and building a community.
So yes, measure your numbers. But don’t chase them for the sake of it. Focus on building a community of people who actually matter to your business.
How to build stronger presence through connection
This is where a lot of businesses want a secret formula.
However, just like the magic silver bullet of marketing does not exist, there isn’t some magic secret formula that gives you instant presence on socials (without advertising).
But there are practical things you can do to turn social media from “just posting” into actually building presence.
Be human
Show the people behind your business. Whether it’s a quick update from your day, a team photo, or even a small “win,” it helps your audience see there are real people behind the service.
Talk with people, not at them
Social media is not a megaphone. It’s a conversation. If someone comments, reply like you’re having a chat over coffee. Ask a question back. Keep it going.
Use video (without overthinking it)
You don’t need to script or polish every video. A quick “here’s a tip we’ve been sharing with clients this week” or “here’s something you might not know about [insert your service]” can build trust faster than a graphic ever will.
Ask genuine questions
Don’t just post for the sake of posting. Ask things your audience will actually care about, from challenges they’re facing in business, to opinions on something relevant to your industry. People love to share their own perspective.
Be consistent
If I see another guru telling people “you have to post X times per day or you won’t succeed”, I’m going to scream.
It’s bulls…t (yes, I said it).
You don’t have to post every day. I repeat “you do NOT have to post every day”, (more on that here).
If you are posting for the sake of getting something out there, people will see through it. Your content certainly won’t be delivering value and will more likely result in people unfollowing you.
So, post strategically (here’s a practical guide on putting together a social media marketing strategy) Once a week is great if that’s all you can manage. So long as your posts are delivering value and creating a presence.
Yes, you still need to show up regularly so your brand stays in people’s minds, but the frequency is entirely dependent on who your ideal clients are, what they want to see, and how much content you have that will meet their needs.
Add value first
Think about what your ideal clients need. What can you share that makes their life easier? That could be a reminder, a tip, a resource, or even something lighthearted that brightens their day.
Presence doesn’t come from churning out posts just to tick a box. It comes from giving people something that helps them, teaches them, or even makes them smile.
If you’re adding value, you’re building connection and that’s where presence grows
The bigger picture
When you focus on connection and community, you’re not just “on social media.” You’re building a reputation.
People begin to see you as trustworthy. They remember your name. They recommend you to others. They tag you in posts. They slide into your DMs with questions.
Just the other week a business owner said to me,
“Mell, you are so generous with your knowledge and helping other businesses succeed.”
That comment didn’t come from me pitching. It came from consistently sharing content that delivers value. That’s brand presence on social media. It shows up when people recognise you for what you give, not just what you sell.
And the ripple effect is huge. When your presence is built on value, people want to work with you, recommend you, and keep coming back because they already know you’ll deliver.
Keep showing up
Building brand presence takes time. Some days it feels like no one’s listening (and sometimes no one is, yet). But if you keep showing up, keep engaging, and keep building community, you’ll cut through.
So before you hit publish on your next post, ask yourself: Am I just posting, or am I building presence?
Or, if you’re tired of posting and not seeing results, let’s talk about how to actually build presence. That’s what I do. Help businesses like yours connect with their ideal clients in a way that feels real (and works).
Get in touch if you want your social media to start building presence, not just posts.
FAQs about building brand presence on social media
What does brand presence on social media mean?
Brand presence on social media is the impression people have of your business when they see you online. It’s not just about posting content, it’s about how you connect, the conversations you start, and the trust you build with your community.
How do I build brand presence on social media in Albury Wodonga?
Start by focusing on genuine connection with your ideal clients. Share valuable content, show the human side of your business, and post consistently (without overposting for the sake of it). Local businesses in Albury Wodonga can also use community hashtags, share local stories, and engage with nearby businesses to strengthen presence.
Is posting every day necessary to grow my brand presence on social media?
No. Posting daily isn’t required, and it can even turn people off if your content isn’t adding value. What matters more is showing up regularly with content that connects with your audience and reflects your brand. Even one strategic, valuable post a week can help build strong brand presence on social media.
If you need help to start building presence with your social media, let's talk.
