Social media can be a daunting place. There are algorithms to navigate, leads to generate and all kinds of content to create.  

Clare Jay is a social media manager who makes social media a less intimidating place by focussing on organic growth and genuine engagement, built consistently over time. She learned through figuring it out for herself and now she works closely with business owners, designers, copywriters, photographers and many others to develop fully fool-proof strategies based on genuine intentions. 

We caught up to talk about having a healthy relationship with social media and the power of not worrying about what your competitors are doing. 

How did you get started with social media?

I had my own business for nine years where I managed my own social media but before it was really 'a thing' so it was a lot easier to navigate. I did all sorts of stuff online myself but I remember thinking I'd love some help because I didn't really know what I was doing. I knew I could do it better and everyone I approached was either really expensive or really young. I basically worked it all through myself. However, I never felt I was doing the best I could with social media because I was so busy. 

What was your own business?

I owned a children's boutique, which operated in a physical store and online. I eventually closed the shop and as I did, I was approached by one of my customers who'd seen what I'd done with my social media. She basically asked me to help grow her business, which I did and properly because it was my role and the opportunity allowed me more time to research, strategise and you know, just do it well! 

From then on, I had lots of people asking me to work with them so it sort of snowballed from there. Interestingly, I received a lot of interest from women, all of a similar age to me, who, like me, were perhaps a little frightened of social media and technology but also didn't know how to venture into a conversation with someone about it. 

Since starting my business, I've done courses to back up my knowledge and I continue to actively learn. I'd say social media comes naturally to me I think because of my graphic design background, which combines the notion of words and images.

It sounds like you have a lot of faith in social media, especially if you're going to build a business around it. Could you speak more about that? 

What I would say to all my clients is don't put all your eggs into social media. Unless you have a product or a service that you find exciting and interesting and it's easy to translate on social media. 

As much as you might be working on some interesting product projects, it can be challenging to effectively articulate the work on social media. There are obviously loads of different channels out there so it's more worthwhile putting energy into the right channel for your product or service. 

At a certain point, I had a social media overhaul. I shut down my Instagram and had a huge clearout. I didn't bother posting as much and I unfollowed everyone who didn't make me feel good. Now, my social media feed is perfect and I am so nourished by it. I've met amazing people and it's where I get most of my connections, and not just work connections. 

My number one rule to clients is to avoid following your competitors. When I take on clients, I send them a questionnaire, asking among other things to note down their competitors. I then follow them on my personal Instagram so I can see what they're doing but I advise clients, not to follow them because I believe there's a beauty in not following what everyone else is doing when it comes to social media, especially if you're creative. There's more value in doing what you do best and not worrying about what other people are doing. 

It's easier said than done though because social media is designed for us to compare ourselves to others but if you fall down this trap, you're at risk of not being authentic. 

I would also stress the importance of scheduling posts. Once my clients are set up on a scheduling platform, I'll plan two weeks' worth of posts for each client in one go. I'll respond to comments and likes on posts and stories once the content is live but I have a fixed plan each week of what's being published and when.

When it comes to scheduling platforms, I like Later – I find it really helpful and user friendly. It also has some brilliant content on its blog – useful tips and insights on how to make the most of online tools. 

My final piece of advice to clients would be to just give it a go. And don't be afraid to be creative with the content. The important thing is using social media to build a community. 

What do you think a healthy relationship with social media looks like? What could people do better?

There are two things if you're a user. One, don't use it as a place to compete. It shouldn't be a place for you to feel bad about yourself at all. And if there are any people you follow that make you feel inadequate or leave you with a negative feeling, you need to unfollow them. Personally speaking, it's more about finding the accounts that are genuinely interesting to you and using your social media feeds like a magazine. I'd also suggest limiting the time you spend using social media. 

As a creator, I'd say don't obsess over numbers because they can be misleading. Don't compare planning schedules either – stay true to your plan and work it into a schedule that works for you. Bulk batch creation is my mantra as a creator! That way it doesn't take over your life. 

Which people and brands do you think do social really well?

There's a food delivery service called Dabba Drop that offers a subscription service of delicious, plant-based dishes from South Asia, delivered in traditional dabbawala tins as a way to cut out waste. 

The business (co-founded by Anshu Ahuja and Renée William) has grown quite quickly and I've watched them through their social media platforms, which is everything I want social media to be – it's interesting, visually engaging and they often mix up the content with recipes and posts that focus on sustainability.

There's also Sarah Tasker, who's a creative coach, photographer and writer, not to mention an Instagram expert. She's turned her work into a fully-fledged business and she also hosts a very successful podcast called Hashtag Authentic. 

I also look to my friend, Eleanor Tattersfield who owns a stationery shop called Marby & Elm on Exmouth Market in London. During lockdown, she came up with an idea called 'lockdown postcards' where she put a call out on Instagram saying she would send a postcard to anyone who would write back with a secret. 

The campaign was so successful, it's now turned into a book! Eleanor's idea just goes to show that sometimes persistence pays off! 

People always think, if they don't get a job or they don't hear back it's because they're not good enough but the truth is, you just have to do it 100 times more and be more patient in order to achieve the results. 

A lot of people approach me and they want to see quick results – everything has to happen now – but the reality is, it takes time and thought to increase engagement and attract more genuine followers. 

What's the one piece of advice you'd give a brand or a person looking to use social media to grow their profile?

Be patient and enjoy it. If you're not enjoying it, find out what it is about it that you do enjoy then let's translate it over to social media somehow. 

I do also believe that content should add value because that's what will ultimately prompt me to follow a brand or person. On the brand side, it's about knowing exactly who your audience is so you can create content that is valuable to them. 

What's been the biggest thing you've learned in business?

Learning to say no to work and not trying to do everything for everyone all the time! 

Especially as a creative, I find I need to stay focused on what I'm good at rather than trying to compromise skills for the sake of fulfilling a brief.

You can follow Clare on Instagram or head to her website to find out more about her work.