I’ll cut straight to the chase: the best social media plan is the one you can realistically maintain, even if it looks different than what the ‘influencers’ or ‘gurus’ say you should be doing. 

In this article, we’ll explore how to create a plan for social media that honours your capacity, leverages your strengths, and moves the needle on your unique goals – without burning you out.

Start with Intention

Before worrying about what to post or how often, get clear on your *why*. What specific outcomes are you hoping to achieve through social media? 

Maybe you want to build authority in your niche, create a meaningful community, or drive more leads to your practice. Whatever your goals, write them down and let them guide your efforts.

Remember, social media is just a tool. It’s not about chasing vanity metrics or doing what everyone else is doing. It’s about showing up intentionally to serve your audience and support your bigger vision.

Know Your Capacity

Now for a reality check. How much time and energy can you realistically invest in social media right now? 

Be honest with yourself. Overcommitting will only lead to burnout and inconsistency. 

Consider your current workload, personal responsibilities, and mental bandwidth. Then block out dedicated time for social media, treating it as a non-negotiable part of your schedule.

Your capacity may change over time, and that’s okay. Start where you are and adjust as needed. 

Prioritise Purpose Over Perfection 

Despite what the highlight reels may suggest, you don’t need to be posting polished content 24/7 to make an impact on social media. 

Instead of obsessing over aesthetics or algorithms, focus on creating posts with purpose. Each piece of content should offer your audience something they actually want or need. 

That could be:

– A quick win or actionable tip

– A thought-provoking question 

– A relatable story or struggle

– A myth-busting insight

– A moment of humour or levity

The key is to prioritise substance over style. Aim to add value, spark conversation, and nurture real relationships with your followers. 

Embrace Your Voice

One of the biggest mistakes therapists make on social media is trying to fit into someone else’s mould. But your greatest asset online is your unique voice and perspective. 

Don’t be afraid to infuse your personality into your posts. Share your opinions, experiences, and quirks. Show up authentically, even if it feels vulnerable.

Your ideal clients are craving connection, not perfection. They want to work with a real human they know, like, and trust. Give them a reason to choose you by owning what makes you different.

Focus on Consistency Over Frequency

Contrary to popular belief, you don’t need to be posting every day to build a strong social media presence. Consistency is key, but that looks different for everyone.

Choose a posting schedule that feels doable for you then commit to sticking to it, even when you’re busy or uninspired.

Showing up regularly builds trust and momentum over time. It signals to your audience that you’re reliable, invested, and here to stay.

Give Yourself Grace

Finally, remember that social media is a long game. It takes time to find your voice, build an engaged following, and see tangible results. 

Don’t put pressure on yourself to be perfect or to achieve overnight success. Focus on progress, not perfection.

Celebrate your efforts, no matter how small. Learn from your missteps. And most importantly, prioritise your own wellbeing along the way.

The Bottom Line

Creating a social media plan you’ll actually stick to is about aligning your online presence with your values, strengths, and goals. It’s about showing up consistently, authentically, and with purpose – not just going through the motions.

Give yourself permission to do social media your way. Keep your “why” at the forefront, honour your capacity, and focus on creating content that truly serves your audience.


With intention, consistency, and a commitment to your own voice, you can build a sustainable social media practice that supports your business *and* your wellbeing.

Need help coming up with a plan that works for you? Book The Empower Hour to chat things through or The Strategy for the full works done for you!