Connection Over Numbers

Okay, friends, I’ve got a bone to pick. Hear me out—I don’t rant often, but this needs to be said.

Recently, I’ve noticed more and more people looking for PAs or Social Media Managers with a “proven record” of growing followers, boosting engagement, and generating sales. I get it; numbers can feel reassuring. But here’s the thing: that’s just not realistic.

Social media is a wild and ever-changing beast. Trends shift. Algorithms play favorites. Platforms change the rules. What works today might flop tomorrow. No one—and I mean no one—can predict or control all those variables.

Here’s the truth: a VA or Social Media Manager cannot promise you instant sales or deliver a magical flood of “authentic” followers. Social media is a tool - a powerful one - but it’s not a magic wand. It takes consistency, strategic content, and time to see results. And honestly? It shouldn’t be your only marketing strategy.

Let’s also talk about going viral. If your main goal is to “go viral,” we might need to have a chat. Chasing virality often leads to burnout and disappointment. Instead, focus on building genuine connections, sharing valuable content, and staying true to your brand. That’s where the magic happens.

Engagement drops? Totally normal. It happens after algorithm changes or when people shift their focus to real-world events. It’s part of the game. My own reach has plummeted on certain platforms because I won’t pay to play. It’s frustrating, but that’s how the platforms are designed.

Here’s something I always tell my clients: Give it time. If something isn’t working right away, stick with it for at least three months. Use that time to teach the algorithm, engage your audience, and figure out what resonates. Social media success takes time. If you’re still not seeing results after that, tweak your strategy and try again.

And let’s not forget: PAs and VAs are human, not miracle workers. They’re here to support you, not guarantee instant results. That’s why finding someone who connects with you and your business is so important. A great connection will do more for your brand than any “proven record” ever could.

At its core, social media is about being social. It’s about creating connections, building relationships, and sharing your story. Let’s stop chasing numbers and start setting healthier expectations. Remember: it’s a marathon, not a sprint.