In today’s digital landscape, social media has become far more than just a place to post updates. It is now a place where brands build communities, tell their stories, and connect with audiences in real time. But with ever-changing algorithms, emerging trends, and constant pressure to create engaging content, knowing what actually works can feel overwhelming for businesses.

This is where expert insight makes all the difference. In this blog, I sat down with our Account and Social Media Manager [Lauren Goldbulm] to talk all things strategy, trends, and the realities of managing social media behind the scenes. Lauren shares her story, honest insights, and some practice advice.

Meet Lauren

My name is Lauren Goldblum, and I’m the Account Manager for Summary Content Marketing! I was born and raised in San Diego, and am beyond grateful to call this beach city my hometown. After graduating from Pepperdine University, I spent two years in Nashville before moving back to Southern California. Growing up in such an active community stoked a passion for nutrition and movement at a young age.

On most weekends, you can find me hiking, surfing, taking Pilates, or experimenting with new recipes. I also received my Integrative Nutrition Health Coaching certification last year. Outside of my vocational love for social media, my dream is to complete advanced training in functional medicine and open my own practice to support women around the world in solving complex health issues.

Can you tell us a little about your role and what you do day-to-day?

I create and manage all organic content for our clients, as well as our internal accounts. My job includes everything from social strategy buildout and content creation to influencer relations and community management. As the account executive for Summary Content, I also manage client needs, including scheduling, project timelines, and serving as the primary point of contact for questions. In addition to overseeing client needs, I direct the creative strategy for our two internal accounts on socials, assist with copywriting for blogs across profiles, and nurture community engagement.

How did you get into social media marketing?

My first introduction to social media marketing was through my first job after graduating from college at Locale Lifestyle Magazine. I started out as an editorial assistant, but that role quickly expanded to include filming social campaigns for their partnership brands across the Southern California market. From there, I began building my client portfolio to gain additional experience in social media marketing.

What do you love most about working in social media?

I’ve always been a very creative person, and I love having the ability to tell stories through engaging visuals. Working in social media requires skills in multiple areas, so I like that every day looks different and that my job is multifaceted.

Where do businesses go wrong with social media?

Social media requires a lot of time and careful strategy. Many business owners are consumed by an overwhelming number of day-to-day tasks, leaving them with little time to invest in their social media. The businesses that thrive and surpass their competitors tend to be the ones that carry a strong social presence right from the beginning, and their founders either outsource marketing efforts to an agency or hire an in-house social media manager.

Should brands be on every platform, or focus on a few?

It depends on your brand! Every brand is different, and content may resonate with demographics that are more prominent across specific platforms. That being said, Facebook and Instagram are two platforms that make it easy to build a community, engage with their audience, and easily put spend behind creative.

What’s the first thing you look at when auditing a client’s social media?

Do their goals align with their content? Before diving into engagement metrics or branded visuals, the root of the issue is often found when their social strategy doesn’t support their overall business goals.

What social media trends are you seeing right now?

Our team just did an entire post on current social media trends that you can check out HERE :)

How is AI changing social media marketing?

AI can be a great tool to enhance your social media, but there’s a delicate balance between original and AI-generated content. Social media marketing is all about building trust and authenticity, and the overuse of AI-generated content can undermine these goals.

Which trends should brands actually pay attention to, and which should they ignore?

Trends are a great way to quickly capture the eyes of new social users! Try hopping on trends that are already in line with your brand and values, and add your own unique flair to make it original to your brand.

What’s one thing businesses should start doing on social media today?

Engage, engage, engage! Show your audience what makes your business unique, and don’t be afraid to tell your brand’s story. Face-to-camera reels are a great way to appear relatable and engaging to your audience. Most consumers want to establish a connection with a business before deciding to purchase a product or service, and the most successful brands are the ones that invest in their audience through insightful storytelling, educational content, and great community engagement. Focus on growing a community, and the money will follow!

What’s your biggest tip for improving engagement?

Focus on sharing free content that helps your audience in some way. Whether it’s educational content or tips that support a pain point of your audience, start by building trust with your audience through shareable, saveable posts.

How often should brands really be posting?

I always advise brands to focus more on quality over quantity. It’s always more beneficial to prioritize 2-4 high-quality posts a week that will push them in the direction they want to go, rather than posting every day of the week that doesn’t resonate with their community. However, 3-5 posts a week is what I would consider a sweet spot for posting frequency.

What type of content performs best right now?

It depends on your goals and the information you want to share. Carousels are a great way to share informational content or graphic visuals. Reels are one of the easiest ways to expand your reach and boost impressions. Regardless of post type, content that showcases the story behind your brand, integrates trends, and includes face-to-camera interaction will be a top performer!

What’s the biggest social media myth you want to debunk?

Social media success is dictated by your follower count. While followers can be a rough indicator of brand loyalty, it’s primarily a vanity metric. Retention matters much more. Focus on engagement metrics, like saves and shares, instead. Consistency and authenticity are what you want to aim for over amassing a huge follower base.

What tools or platforms can you not live without?

Canva and Capcut! I create and edit almost every single post in these platforms, and it’s absolutely worth upgrading to the paid version for the extra storage and features. I also highly recommend investing in a social media management software, like Sprout or Later. These platforms are incredibly helpful for scheduling content and reviewing analytics across social accounts.

How far in advance do you plan content?

I like to create a month of content one month in advance. Especially when managing multiple profiles across various social channels, planning ahead helps immensely with staying organized. If that doesn’t seem like something that would work for your brand, I would encourage someone to plan at least one week of content in advance.

Take Your Social Media to the Next Level

Whether you’re just getting started or looking to take your social presence to the next level, having expert guidance can make all the difference. If you’re ready to build a social media strategy that delivers real results, our team is here to help.

Get in touch with us today to see how we can support your brand’s growth across social media and beyond.

Our Social Media Expert Tells All