Social media management for consultants

Personal profile, company page or both

Content that shows expertise

Credible posts tend to come from your work: a mistake you see clients make, how you approached a common problem, what a regulatory or market change means for your clients, a question you answer often. Explain one idea clearly per post, in plain language. Avoid generic motivational content that any account could post; prospective clients want to see how you think about their problems.

Respecting client confidentiality

Fitting around fee-earning time

Keep a running note of questions clients ask and ideas that occur during work. Once a month, spend a short session turning those notes into a set of posts, or talk them through with someone who writes them up for you to approve. Two or three posts a week, scheduled in advance, can be a realistic rhythm. Set short daily check times for comments and messages.

Example: an HR consultant's month

Noticing enquiries

Enquiries from social media can arrive as comments, direct messages or connection requests with a note. Check them daily, reply promptly and move serious enquiries to email or a call. Record the source of each new piece of work so you can see over time whether social media is bringing in clients. A simple spreadsheet is enough to keep this record.

Company page roles

If you have a LinkedIn company page, keep the super admin role with partners inside the business. LinkedIn describes a content admin role for creating and managing content, which is enough for anyone helping with posts.

What to measure

Count enquiries and new clients that came through social media, and note which topics led to conversations. Followers and likes matter less than whether the right people are reading and getting in touch. Review this every quarter, since consulting work may come in slowly.

A profile that does the work

Your profile may be read before any post. Make the headline say who you help and with what, rather than only your job title. The summary should explain the problems you solve, the kind of clients you work with and how to get in touch. Keep experience current, and add examples of work where clients have agreed. A complete, specific profile makes every post more effective, because people who are interested can quickly see whether you are the right fit.

Professional rules

Some consultants work in professions with rules on advertising, claims or client confidentiality, such as financial, legal or health-related advice. Check what applies with your professional body or adviser before posting, especially about results or testimonials. When in doubt, describe your approach and the problems you address rather than outcomes.

Your own voice

Because clients hire you, posts should sound like you. If someone helps write them, agree a short voice guide and read every post before it goes out. Change anything that does not sound right.