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Foundations

Start here.

What social media marketing actually is, why it pays off, and the decisions you need to make before you touch a single post.

01
What is social media marketing?
A plain-English definition, what it includes, and the three activities that actually move the needle.
5 min
02
The business case for social marketing
Why bother. The real numbers, the honest caveats, and when you should actually skip it.
6 min
03
Organic vs paid: where to start
The difference, how platforms bias the split, and the phased approach that almost always works.
5 min
04
Common myths about social media marketing
The beliefs that keep small businesses stuck. Separating real rules from outdated advice and wishful thinking.
6 min
05
The real cost of social media marketing
A line-by-line accounting of what it actually costs to do social well. Use this to build a budget that's honest.
6 min
06
How social fits with SEO and email
These three channels aren't competitors — they feed each other. How to set them up so each one amplifies the others.
6 min