5 Things I Wish I Knew Before Starting as a Social Media Strategist

If only I had known this sooner...

When I first stepped into the world of social media strategy, I was fueled by excitement, creativity, and the sheer love of connecting people and ideas online. I thought all I needed was to stay up-to-date with trends, create eye-catching posts, and deliver reports that showed growth. But, oh, how much I underestimated the journey.

Looking back now, I realize there are things I’ve learned the hard way—lessons that could have saved me time, frustration, and sleepless nights. The kind of lessons no one talks about in those “how to become a social media strategist” guides.

If you’re new to this path or thinking about jumping in, let me pull back the curtain and share the five most game-changing insights I wish I had known earlier. These aren’t just tips; they’re the foundation for success in this unarguably dynamic industry.

1. Try Niching Down

When I started, I thought being a jack of all trades was the key to success. “The more services I offer, the more clients I’ll attract,” I told myself. But trying to be everything to everyone left me stretched too thin.

When you focus on a niche, you stand out. Whether it’s working exclusively with real estate brands, SaaS companies, or fitness coaches, having a clear focus makes it easier to position yourself as an expert. It also allows you to truly understand your audience, speak their language, and develop strategies tailored to their needs.

Niching down doesn’t mean turning away opportunities; it means honing your craft in a way that makes people seek you out because they know you’re the go-to person in that field.

Tip: Ask yourself, “What industries or audiences excite me the most?” Start there and double down on becoming the best strategist in that space.

2. Start Building a Portfolio Early—Even If It’s Free Work

I used to cringe at the idea of doing unpaid work. After all, why should I invest my time and skills without getting compensated? But here’s the thing: in the beginning, your portfolio is your currency.

Potential clients want to see results—proof that you can do what you say. If you don’t have experience, create it. Volunteer for a local business, help a friend grow their page, or build mock campaigns to showcase your expertise.

Having a strong portfolio early on not only boosts your confidence but also makes it easier to land paying clients. And once you have a few case studies under your belt, the work (and pay) will follow.

3. Networking Isn’t Optional—It’s Essential

I used to believe that good work would speak for itself. If I delivered results, people would naturally recommend me, right? Wrong.

This industry thrives on relationships. The best opportunities often come from people you’ve connected with—whether it’s through LinkedIn, industry events, or even casual Twitter conversations.

Networking isn’t about spamming people with pitches; it’s about genuinely building connections.

Here’s what worked for me:

- Engaging on LinkedIn: I didn’t just scroll; I left thoughtful comments on posts from industry leaders, joined relevant conversations, and shared my own insights.

- Joining Communities: Whether it’s Facebook groups or Slack channels for social media professionals, these spaces are gold mines for learning and collaboration.

- Attending Events: Virtual or in-person, events help you stay updated on trends and meet people who might need your services—or know someone who does.

Networking isn’t also just about finding clients; it’s about learning, growing, and positioning yourself as a trusted expert.

Engage with others’ content, share insights, and don’t be afraid to slide into someone’s DMs to start a conversation. Remember, every client, collaboration, or mentor you meet could open doors you never even imagined.

4. Adaptability Is Your Greatest Strength

The world of social media is changing at a rapid pace. Algorithms shift, platforms evolve, and what worked yesterday might not work today.

One of the hardest lessons I’ve learned is that being adaptable isn’t optional—it’s a necessity. Staying curious, learning new tools, and experimenting with fresh approaches are all part of the job. The moment you get too comfortable is the moment you start falling behind.

5. Your Mental Health Matters More Than the Metrics

I'll be honest: social media can be exhausting. The pressure to always be online, stay creative, and meet client expectations can take a toll.

I wish I had learned earlier to set boundaries—like logging off at a reasonable hour or taking breaks without guilt. Remember, you can’t pour from an empty cup. Taking care of your mental health isn’t just good for you; it makes you a better strategist.

The journey is the reward.

Looking back, every challenge and misstep taught me something valuable. While I sometimes wish I could have skipped the growing pains, I know they’ve shaped me into the strategist I am today.

If you’re just starting, let me save you some of the trouble: niche down, build your portfolio, and prioritize networking. Stay adaptable, and above all, take care of yourself. Success in social media strategy isn’t just about growth charts and engagement rates—it’s about finding a rhythm that works for you.

You don’t need to know everything at once. You just need the courage to start, the humility to learn, and the perseverance to keep going. Trust me, the rewards are worth it.

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