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Setting Social Expectations

How many times have you said that you would or could post to social media every day? You started off the week in good form, and then a few days later forget to post?


Believe me this happens to everyone and you are not alone. But what if you run a business? Should you allow your social accounts to go without a post every day?





Posting to your account every day builds trust. You are an active business. Show it with an active social feed! How many times have you found a business online and looked at their website to see that they hadn't posted in so long you wonder if they actually are still in business? You begin to mistrust the business, and they have to work even harder to gain your attention. You want to give your community confidence! You are the person they want to contact.

An active social platform brand, shows followers:


  1. You will be there for them

  2. You understand

  3. You are reliable

  4. You are relatable

But how are you to manage posting on social media every single day?


Gone is the idea that people with side hustles or people who work for themselves should work all the time. Believe me I used to be that person. I used to work early mornings evenings, weekends, and holidays. Up until about six months ago I hadn't had a single day off in four years. Even when I took my children to a cottage for a holiday last summer, I had a client drop a last minute sale on my lap with expectations I would have it live within 24 hours. That email came in while I was sitting on the dock, about to enjoy a sip of coffee.



Realizing that this life of entrepreneurial aspirations wasn't sustainable or healthy I took it upon myself to make a change.


One of the changes I made was scheduling my social media posts. At first I wondered if it was unauthentic, but then I came to realize that my posts were actually better written and better planned because I organized them, and created them, while in a creative mindset, instead of posting as I was racing out the door to do some thing else.

I use a program called 'Later' to schedule my posts. I am not affiliated with the program, so rest assured, you can get results somewhere else if you prefer! I enjoy Later because it is approved by Instagram, visually pleasing and generally easy to use. I sit down every two weeks and schedule out 14 posts. If something comes up one day and I want to post live, I just push one of my scheduled post to another day. Posting everyday shows my customers that I am available, knowledgeable, and relatable without burning myself out in real life.

You can do the same planning for your blog by writing posts and leaving them as drafts until you want to publish them, or leaving a webpage unpublished until you are ready. Big E-commerce platforms are also catching the wave and allowing products to be published at a later date.


Moving away from the 7 day work week is a 'thing' so don't feel pressured to be 'on' all the time. Your social media might be, but rest assured, you don't have to!

If you are looking for a way to improve your health and wellbeing, while making your business run on social 7 days a week, you're in the right place. Check out my blog post on 'How to Use Later'

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Elizabeth McCowan

servicing equestrian brands in North America since 2010

elizabeth@equestriansportgroup.com