What Most Businesses are Doing Wrong in Social Media

Title: Most Businesses Are Doing Social Media Wrong — Here’s What Actually Drives Growth

Guest: Gift Igbin, Founder of SocialGift

This episode is about strategy before aesthetics. Foundations before frequency. Business clarity before platform expansion.

If you’ve ever wondered whether your content is actually moving the needle this conversation will recalibrate how you think about social media entirely.

Gift Igbin is a social media strategist and founder who began her career working inside an in-house agency during the pandemic, executing campaigns where real decisions were being made. She later built her own consultancy while still in school and now supports startups across the UK, US, and Canada.

Through her company, SocialGift, she helps early-stage founders replace guesswork with strategic clarity — choosing the right platforms, building the right foundations, and ensuring content serves measurable business goals.

Podcast Show NotesEpisode

Overview

Timestamps & Key Takeaways

00:00 – Strategy Before Pretty PostsSEGMENT 1 – Journey With Relevance

04:10 – Executing Under Pressure During COVID

08:30 – The Reactive Trap

13:15 – Working Across MarketsSEGMENT 2 – Consulting Differentiation

18:40 – Posting Is Not a Strategy24:05 – When Founders Need Strategy, Not More Content

29:20 – Why Motivated Founders Still Fail

33:45 – Outsourcing Without ClaritySEGMENT 3 – Reality Check Moment

39:10 – “Do I Need to Be on TikTok?”

43:30 – What Taking Social Media Seriously Actually Looks Like– Content & Repurposing

The First Move if You’re Overwhelmed

If founders take away one idea from this episode, it’s this:

Social media is not about being seen. It’s about being positioned.

Show summary:

In this episode, social media strategist Gift Igbin shares insights on building a strategic, authentic, and cohesive social media presence for startups and emerging brands. She discusses platform selection, content repurposing, and the importance of brand voice to maximize growth and engagement.

Key Themes & Keywords

social media strategy, startup marketing, content repurposing, brand authenticity, platform selection, social media growth, digital marketing, social media tips, founder advice, social media management

Key Show Points:

The importance of strategic social media planning over mere visibility

How COVID shaped social media approaches for startups

Common mistakes in social media strategy and how to avoid them

The significance of brand cohesion and authenticity

Effective content repurposing techniques and best practices

Key Social Media frameworks Shared in Episode:

Content Repurposing Framework

Brand Cohesion Model

Action Points Covered in the Episode

Develop a clear social media strategy focusing on authenticity and cohesion

Research your target platform and audience before posting

Create a content repurposing plan to maximize content use

Takeaways:

"Authenticity is key to engaging your audience."

"Repurpose content strategically for maximum impact."

"Analyze your content to see what works best."

Episode Links & Resources

Company Page for Gift:

Gift Igbin's Social Gift - https://socialgift.co.uk

Guest Social links

LinkedIn - https://linkedin.com/in/giftigbin

Twitter - https://twitter.com/giftigbin