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Constantly working on branding and IP projects means that I’m always coming up with new ideas on what I can offer clients to help them get more from my service. One example of this is my newest product and forthcoming book, provisionally called Brand Tuned - How to Create an Inimitable Brand to Win Business in a Noisy World.

However, one niche that always seems to be hit or miss for people when it comes to return on investment is social media. That’s not to say, I haven’t had some major successes personally, but, on other occasions, a piece of content will only secure a few hits.

The question arises - ‘Is social media even worth it?’

The obvious answer is ‘yes’, but only with the right type of content – content that really reflects your brand and makes an impact with your target audience.

Gary Vaynerchuk knows a bit about that. That’s how he’s managed to build a hugely successful social media agency with over 1000 members...

Over the last few years, I have really enjoyed creating content to share my thoughts about brands and IP because that is how I refine my thinking and develop new ideas. In the process, I have come up with a framework that moves the needle for business owners. It’s a product called Brand Tuned, which my next book will cover.

Yet in consistently putting out content on a range of social media platforms I have sometimes wondered whether there is any point in continuing these marketing efforts given that I do not get a lot of engagement on any of the platforms. There is the odd hit piece of content, but as a rule, I might typically get 4 or 5 likes on a LinkedIn update for example.

Is it worth continuing is something I ask myself a lot?

Although they say not to compare yourself to others, it is difficult not to do so, and to feel you are lacking in some way. Inevitably I have found myself wondering what content would have more impact.

I know Gary Vaynerchuk’s advice is to...