Driving Social Profiles: Why Experience Matters

Running a strong social profile isn’t just about posting now and then — it’s highly complex, with hundreds of decisions to be made every month, even for small companies. That’s where we come in. At Zedcomms, we thrive on navigating these details and making the right moves to keep our clients visible and growing.

Take Colonel Bill’s, for example — an online reseller of wargames figures, trading mainly in the UK but also reaching the USA, Australia, and Europe. Every week, we make micro-decisions on his behalf: which products to highlight, which markets to target, what tone of voice to use, and how to adapt to shifts in audience behaviour.

These aren’t decisions we throw back to the business owner. Instead, we act with experience — testing, learning, adjusting, and repeating what works. If something doesn’t hit the mark, we pivot. If it does, we double down. This frees our clients to focus on their businesses while we drive the momentum online.

Social media today moves fast — algorithms change, audiences shift, and competition never sleeps. Having someone who’s “been there, done it, and got the T-shirt” makes all the difference. That’s exactly what we provide: steady, expert guidance and hands-on management that keeps your social presence effective without you needing to make ten decisions a day.

This is just one snapshot of our ongoing work, but it shows why having someone to drive your online profile is essential — and how Zedcomms helps businesses stay ahead.

Driving Social Profiles: An Inside Look at Our Work with Colonel Bill’s

Running a successful social media profile isn’t just about posting a few times a week. It’s about monitoring, testing, adapting, and making hundreds of small, informed decisions month after month. At Zedcomms, this is what we love to do — and it’s why our clients trust us to keep their profiles growing while they focus on running their businesses.

Today, we’ll share a quick over-the-shoulder look at how we manage social media for one of our clients: Colonel Bill’s, an online-only wargames figure reseller. The business trades mainly in the UK, but also has a strong customer base in the USA, Australia, and Europe.

Step One: Check the Numbers

Each week, we dive into Colonel Bill’s social metrics. Facebook is the main channel, but we also cover Instagram, Twitter, Threads, and Google Business. Using Facebook’s professional dashboard, we track impressions, engagements, and new followers.

Colonel Bill’s typically generates around 11,000 impressions a month, which is a solid base to build on. From there, we link back to the website, check what new products have been added, and decide which ones to highlight on social media.

Step Two: Select Products to Showcase

Not every product gets promoted the same way. Some days, we’ll feature three new arrivals; other days, we’ll mix high-ticket items with entry-level products. For example, promoting a £120 figure can drive revenue, while highlighting a £7.99 product can attract new customers who may return for more.

Our decisions are strategic, not random — and we always make sure the content feels balanced, fresh, and appealing.

Step Three: Optimise Every Post

Each platform is different, so every post is adjusted accordingly:

Facebook: Images are cropped, optimised, and posted with engaging text. Links go into the comments, not the post, to improve reach.
Instagram: We use tall images, add locations, and make sure hashtags are researched and relevant.
Threads & Twitter: Short, punchy text with visuals and trending tags.
Google Business: Direct links to the shopping cart for easier conversions.

Behind every post, we also optimise descriptions so algorithms “see” the item clearly. This boosts search visibility and ensures products reach more people.

Step Four: Build the Community

Selling to existing followers is far easier than chasing new ones — but we do both.

For existing followers, we keep them updated and occasionally use Facebook’s “@followers” feature to notify them of new products.
For new followers, we mention relevant brands, use researched hashtags, and join related conversations. This expands reach organically.

We also encourage the business owner to share personal updates now and then, which always get strong engagement. Zedcomms then takes that raw content and amplifies it across platforms.

Step Five: Timing & Engagement

We schedule posts at the times that work best — for Colonel Bill’s, that’s usually around 7pm midweek. This maximises visibility and engagement.

Every comment is acknowledged, every like is appreciated, and engagement is nurtured to strengthen the sense of community.

What This Means for Businesses

Here’s the big takeaway:

There are millions of potential customers online who don’t know your business exists. Social media is the bridge to reach them — but only if it’s managed strategically.

Doing it yourself often doesn’t deliver results. Having a professional who “lives and breathes” this work — like Zedcomms, with over 10 years’ experience — will pay for itself many times over.

The Future: Organic + Paid

Organic reach still works — and we squeeze every drop of free visibility out of social media for our clients. But it’s getting harder. Platforms are pushing businesses toward advertising.

At Zedcomms, we use paid ads as a last resort — the “cherry on the cake.” When it’s time, we:

Take your best-performing posts
Enhance and promote them across 40+ websites worldwide
Target by country or region
Repeat campaigns for maximum impact

This approach works especially well for new launches, range expansions, relocations, or reaching new audiences.

Ready to Grow?

This behind-the-scenes look at Colonel Bill’s is just one example of how we help businesses thrive online. From Web · Social · Ads · PR, we cover every angle to ensure your online presence drives real results.

We offer a free consultation by phone, Zoom, or face-to-face (if you’re in the North of England).

👉 Get in touch with Zedcomms today and let’s grow your business online.