Build a Brand With Us: Have You Really Optimized Your Social Media Profiles?

When most businesses think about “social media strategy,” they immediately jump to content. What to post, when to post, and how often. But here’s the thing: if your accounts aren’t optimized, your content won’t perform the way you want it to.

Optimization is the foundation. And yet, so many brands overlook it.

At Monarch, before we ever book a discovery call, we audit your social accounts. Why? Because most of the time, we can tell exactly what kind of support you need just by looking at how your pages are set up (or not). And in the case of Monark Wild Rice (our in-house example brand) optimization was one of the first steps to creating visibility and clarity.

Here are just a few things most businesses are missing on the platforms they use every day:

Instagram: More Than a Pretty Feed

Instagram has rolled out a lot of new features for businesses, but most brands are still stuck using tools and tactics from two years ago. That’s where optimization comes in. A few quick updates can instantly improve clarity, credibility, and performance. Especially when you’re trying to build trust fast. When someone lands on your profile, it should be obvious what you offer and how to take the next step.

Instagram Optimization Checklist:

1. Use native links. Ditch third-party linktrees. You can now add up to five links directly in your bio. It’s cleaner, faster, and more credible.

2. Connect your Meta properties. You can display a banner linking to your Facebook Page from your Instagram profile.

3. Update your name field. Your @handle isn’t the only searchable part. The name field is also indexed by Instagram search.

4. Choose a business category. Display it if it makes sense for your brand.

5. Write a strong bio. It should clearly say who you are, what you offer, who it’s for, and what action you want people to take next.

6. Add contact options. Include your email, phone number, or WhatsApp.

7. Brand your highlight covers. Treat them like a menu. They should be consistent, on-brand, and intuitive to navigate.

8. Check your profile picture. If your logo doesn’t look sharp on a mobile screen, it’s time to update.

Most people decide whether to follow you within the first three seconds. Your profile is the pitch.

LinkedIn: Your Digital Front Desk Got an Upgrade

LinkedIn has quietly become a powerhouse platform (especially for service-based businesses) but many pages still look half-built. A well-optimized LinkedIn page helps you show up in search, showcase your services, and build credibility with leads who are researching before they reach out. It’s not just a résumé board anymore.

LinkedIn Optimization Checklist:

1. Add specific services to your business page

2. Enable the lead gen form to capture interest directly

3. Customize your call-to-action button (e.g., Follow, Visit Website)

4. Write a clear, benefit-focused business description

5. Connect your RSS feed to auto-post your blog content

6. Follow other business pages as your brand to stay active and visible

Facebook: Still Has Reach If You Use It Right

Even if it’s not your primary platform, Facebook still holds value, especially for local businesses and community-driven brands. But most pages are out of date or missing key information. Optimizing your Facebook page ensures that new visitors know exactly what you do, how to reach you, and how to take action. Think of it as your brand’s digital welcome mat.

Facebook Optimization Checklist:

1. Write an intro that clearly explains who you are, what you sell, and who it’s for

2. Choose and apply the correct business category

3. Fill out all contact info: email, phone, website, other socials

4. Pin a featured post with a clear call to action

5. Keep your cover photo current (seasonal updates are a great strategy)

6. Pin your group or community if one exists

7. Customize your CTA button (Book Now, Contact Us, Learn More, etc.)

TikTok: Yes, You Still Need to Optimize Here Too

If you think TikTok is just a dancing platform, you’re wrong.  It’s becoming a major search engine, especially for younger audiences. But many businesses skip profile setup entirely and jump straight to posting. If your TikTok account is part of your sales or visibility strategy, then optimizing it is non-negotiable. Make it easy for people to know what you do and why they should follow.

TikTok Optimization Checklist:

1. Switch to a business account to access the link and contact options

2. Match your @handle and display name to your business name

3. Use your bio to explain what followers can expect and include a soft CTA

4. Add your website link (if applicable)

5. Enable your email/contact button

6. Pin your top-performing or evergreen videos

7. Choose a profile image that’s mobile-optimized and easy to recognize

And That’s Just the Beginning

We’re barely scratching the surface here. There are dozens of other platforms and hundreds of little tweaks that can completely change the way your business shows up online. Optimization isn’t just about how your profiles look, it’s about how well they work. It’s how you turn traffic into followers, and followers into customers.

At Monarch, this is always the first step. We don’t build content calendars or campaign strategies on a shaky foundation. We make sure your accounts are set up to perform so that when the content hits, it actually lands.

Curious if your social media presence is actually working for you?
Every partnership with Monarch starts with a free discovery call, but before we ever meet, we complete a full audit of your social accounts. Why? Because strategy should be based on what your brand really needs, not just what’s trending.

If you’re ready to take a more intentional approach to social, let’s talk.

Book your free discovery call and we’ll show you exactly where your accounts stand and how they can start working harder for your business.

Or follow along with our Build a Brand With Us series to see how this process plays out in real time with Monark Wild Rice.