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In 2025 Social media remains a powerful yet often misunderstood tool for businesses. As we dive deeper into 2025, many entrepreneurs and brands still grapple with myths and misconceptions that can hinder their online growth. Drawing from the expertise of Jaclyn Baker, CEO of J Baker Media, this article unpacks the truth behind some of the most persistent social media myths, offers practical advice for content production, platform selection, influencer marketing, and explores how AI is shaping social media management today.
Jaclyn’s journey from a serendipitous start in social media education to becoming a trusted voice in digital marketing offers valuable lessons for anyone looking to build a meaningful online presence. Whether you’re just beginning or looking to refine your strategy, this guide will help you cut through the noise and focus on what truly works.
1. Understanding the Importance of Your Online Presence
Jaclyn emphasizes that in 2025, a company’s online presence has never been more critical. With the digital landscape continuously shifting, businesses must stay agile and informed to attract and engage their target audience effectively.
Her approach starts with recognizing that social media is not just a broadcast channel but a platform for building relationships. The goal is to listen actively to your audience, engage authentically, and create content that resonates with the unique identity of your brand.
This mindset sets the foundation for all subsequent social media efforts. Without it, businesses risk falling into the trap of superficial posting that lacks real connection or impact.
2. Social Media as a ‘Cousin’ to Your Website: Content Production Strategy
One of Jaclyn’s key insights is treating social media as a “cousin” to your website. This means that while your social media content should reflect the essence and branding of your website, it does not need to be identical. Instead, it complements the website by offering a more dynamic, casual, and engaging glimpse into your business.
For example, while your website might house detailed product descriptions and company history, social media is ideal for sharing behind-the-scenes moments like conference attendance, team celebrations, or quick tips and hacks related to your industry.
Jaclyn stresses the importance of maintaining consistent branding across both channels. This includes using the same color schemes, fonts, logos, and tone of voice so that visitors instantly recognize your brand regardless of the platform.
She advises clients to provide brand assets such as hex codes, brand personas, and fonts upfront to ensure consistency from day one. This thoughtful approach helps build trust and professionalism in the eyes of your audience.
3. Knowing What to Share: Balancing Professionalism and Personality
Many businesses struggle with what behind-the-scenes content is appropriate for social media. Jaclyn notes that this is often a personal preference and depends heavily on the brand’s style and target audience.
For instance, brands with a laid-back, casual vibe might embrace social media challenges or trends, even funny TikTok skits. In contrast, B2B companies or those with a more formal tone may prefer subtler content such as celebrating employee anniversaries or sharing industry insights.
She highlights a common mistake: blindly jumping on every social media trend without considering if it fits the brand’s voice or audience can lead to cringe-worthy moments and damage credibility.
Jaclyn’s advice is to always evaluate whether content aligns with your brand identity and serves a strategic purpose before posting.
4. Choosing the Right Platforms for Your Industry
With an ever-growing list of social media platforms, Jaclyn points out that what works well for one business might not work for another. She often encounters clients who want to maintain a presence on multiple platforms simply because they have always done so.
However, Jaclyn uses analytics to assess where the real engagement and ROI lie. For example, she has seen cases where Facebook reach dropped by 40% compared to TikTok, prompting a strategic shift away from less effective platforms.
While Instagram and LinkedIn tend to perform best for most of her clients, there are exceptions. One client excels on Facebook but sees mediocre results on LinkedIn. This highlights the need for a tailored approach rather than a one-size-fits-all strategy.
She also debunks the myth that Instagram is oversaturated and impossible for beginners. Although the first couple hundred followers are the hardest to gain, consistent effort, along with strategies like ads, giveaways, and influencer collaborations, can help accelerate growth.
5. The Real Deal on Influencer Marketing
Influencer marketing was once a go-to strategy for many brands but has become more complicated in recent years. Jaclyn warns that the ease of buying fake followers has diluted the effectiveness of influencer partnerships.
She stresses the importance of doing thorough homework before collaborating with influencers. It’s crucial to verify that their followers are genuine and that their brand aligns with yours.
To assist with this, Jaclyn recommends using third-party tools that score influencers based on engagement rates, follower authenticity, and other metrics. While some of these tools may be costly, they provide valuable peace of mind and can save money in the long run by avoiding ineffective partnerships.
For businesses new to influencer marketing, investing in these tools for three to six months can be a wise step before attempting to manage relationships independently.
6. Debunking the Top 3 Social Media Myths in 2024
Despite the wealth of information available, misconceptions about social media persist. Jaclyn breaks down three of the biggest social media myths she frequently encounters:
- You Have to Do Reels to Be Successful
Many believe that creating reels or short videos is mandatory for success. Jaclyn shares that several of her clients do not enjoy making reels and choose not to create them. Despite this, they still achieve excellent results by focusing on other content types that suit their brand. Reels can help, but they are not the sole path to success. - Using a Lot of Hashtags Is Necessary to Avoid Being Shadowbanned
There’s a widespread fear that not using specific hashtags consistently will lead to reduced visibility or shadowbanning. Jaclyn assures that this is a myth. While hashtags are still useful, especially for local discovery, the key is to use them thoughtfully rather than obsessively. - Trends Are Just Fads That Come and Go
While some trends fade quickly, others like “Throwback Thursday” have stood the test of time and remain effective. Jaclyn encourages embracing timeless trends that align with your brand and audience.
Jaclyn also addresses the ongoing confusion about hashtags, how many to use, where to place them (in comments or captions), and which ones to pick. Her practical advice is to research hashtags relevant to your niche and local area to boost organic reach.
7. Leveraging Analytics, Manual Posting, and AI for Social Media Success
Jaclyn underscores the importance of regularly reviewing analytics to understand what’s working. Many clients assume their efforts are successful until data reveals opportunities for improvement.
She recommends tools like Hootsuite, Later, and the native analytics built into platforms like Instagram to track key metrics such as follower growth, website traffic, and sales conversions.
Regarding posting methods, Jaclyn agrees with the notion that manually posting content often yields better engagement than scheduled posts. Her experiments show that posts published manually tend to perform better, possibly due to subtle algorithmic preferences.
Another important aspect is engagement after posting. Responding to comments and interacting with other content within the first hour can boost reach and visibility.
On the role of AI, Jaclyn sees it as a double-edged sword. AI tools like ChatGPT can quickly generate social media captions, hashtags, and bios, offering a helpful starting point, especially for small businesses without dedicated social media managers.
However, AI-generated content often requires human editing to avoid sounding generic or robotic. Jaclyn believes AI will continue to assist but won’t replace the nuanced understanding and creativity that experienced marketers bring.
Bonus: Practical Advice for Entrepreneurs Starting Social Media Today
- Don’t wait for perfection. Your first posts won’t be flawless, but starting is crucial. You can always delete or improve old content later.
- Quality over quantity. Posting once a week or even twice a month consistently is better than posting daily for a short burst and then stopping.
- Track your numbers. Identify which posts perform best and analyze what made them successful—hashtags, caption style, image quality, or timing.
- Plan ahead. Use tools like Google Sheets to organize captions and images for weeks or months in advance, reducing stress and maintaining consistency.
Jaclyn’s incremental approach to growth, aiming for small improvements each month, helps avoid burnout and keeps strategies adaptable to changing trends.
Final Recommendations
Social media in 2025 is a multifaceted landscape where myths and realities intertwine. Jaclyn Baker’s insights remind us that success comes from understanding your brand, choosing the right platforms, engaging authentically, and leveraging data to inform decisions.
By debunking common social media myths and adopting a tailored, patient approach, businesses can build meaningful online relationships that translate into real-world growth. Whether you’re a small business owner or a marketer, focusing on authenticity, consistency, and smart use of technology will set you apart in the crowded digital arena.
Remember, social media is not just media; it’s about listening, engaging, and building lasting relationships with your audience.
Watch the full podcast here: Debunking social media myths | Jaclyn Baker | The DoneMaker Podcast
Frequently Asked Questions (FAQ)
No, reels can boost engagement but are not mandatory. Many brands succeed with other content formats that align with their style.
There’s no one-size-fits-all rule. Use relevant hashtags thoughtfully, focusing on niche and local tags. You can place them in captions or comments based on your preference.
It depends on your industry and audience. Instagram and LinkedIn often perform well, but analytics should guide your platform choice to maximize ROI.
Use third-party tools to assess influencer authenticity and engagement. Research thoroughly to ensure their audience and style fit your brand.
Generally, yes. Manual posts tend to perform better, likely due to algorithm preferences. However, scheduling tools are useful for planning and consistency.
