10 Questions We Always Get Asked (and Our Honest Answers)

Author’s Note: As part of The Good Lemon’s 10-year anniversary celebration, we’re sharing what we’ve learned and laughed through over the last decade. Each installment tackles 10 lessons, truths, or tips that have shaped how we work and how we help clients thrive. In our last blog, 10 Common Work From Home Struggles Every Marketer Faces, we talked about finding balance and boundaries. Now, we’re shifting gears to answer 10 questions we always get asked.

Some questions never go out of style. Whether you’re building your first social strategy or refining a long-running one, these are the 10 marketing questions we hear most often. From platform decisions to posting schedules to whether boosting a post is really worth it, these are the topics that come up again and again with our clients. Here are our answers that just might save you a few Google searches!

1. Should I still be on X (formerly Twitter)?

This is one of the most common questions we get, and for good reason. The platform has changed dramatically over the past few years, and many organizations are wondering if it’s still worth the effort.

Our take? It depends on your audience. If your community still actively engages there — journalists, policymakers, advocates, or niche professional groups — then maintaining a presence might make sense. But if your engagement has dropped, your audience has moved elsewhere, or the platform no longer aligns with your brand values, it’s okay to step away.

In short: go where your audience is, not where you feel like you should be.

2. Do I need to be on every platform?

Absolutely not. In fact, spreading yourself too thin can dilute your message and drain your resources. Focus instead on 1-3 platforms that best align with your goals and audience habits.

If your audience loves visual storytelling, Instagram might be your go-to. If your focus is thought leadership or partnerships, LinkedIn may be the strongest fit. 

Every platform serves a different purpose, and success isn’t about being everywhere — it’s about showing up intentionally where it counts.

3. How often should I be posting?

Consistency matters more than volume. You don’t need to post daily; you need to post regularly.

Set a cadence you can realistically maintain based on your team’s capacity. For some, that’s three times a week. For others, it’s once. Whatever you choose, stick with it. The algorithm (and your audience) values reliability over bursts of activity followed by silence.

4. Is it worth paying for ads or boosting posts?

Sometimes, but only when a clear goal is set. Boosting a post just because it’s performing well isn’t always the best move. Paid promotion is most effective when you know exactly what action you want people to take, whether it be a sign-up, donation, registration, or download.

Think of it as amplifying content that’s already working for you, not trying to fix something that isn’t. And always test small before scaling: A modest budget, paired with strong targeting, can go a long way.

5. What kind of content actually performs best?

The short answer: content that feels human.

Audiences crave authenticity, whether that’s a behind-the-scenes look, a mission story, or a helpful tip. Educational and entertaining content tends to perform best, especially when combined. Think: “teach me something and make it engaging.”

The key is balance. If every post sells, people tune out. If every post educates, they might not take action. 

Storytelling + value + connection =  the formula for long-term engagement.

6. Do hashtags still matter?

Kind of… but not like they used to.

Hashtags are no longer the main way people find content, especially on platforms like Instagram or LinkedIn, where algorithms prioritize relevance and engagement over tags. 

However, they can still help with discoverability and categorization when used sparingly and strategically.

Many platforms are limiting hashtags anyway, so skip the never-ending list of hashtags and stick to 3-5 thoughtful ones that actually connect to your topic or audience.

7. Should I jump on new platforms like Threads or BlueSky?

Maybe, but not right away.

When new platforms emerge, it’s easy to experience FOMO. But before you claim your handle and start posting, ask: Is my audience here? Do we have the capacity to create content that fits the format?

TikTok, for example, requires consistent, short-form video creation and trend awareness. If you can’t sustain that, it might not be worth it yet. There’s no harm in waiting until you have a clear strategy or the bandwidth to do it right.

8. How do I handle negative comments or online criticism?

First, don’t panic. Respond when it’s constructive, ignore when it’s trolling, and always stay calm and professional. 

Transparency builds trust, even in tough moments. If the feedback is valid, acknowledge it and share what steps you’re taking.

The goal isn’t to win the internet; it’s to protect your reputation and demonstrate accountability.

One negative trolling comment can be expected here and there, but if you find yourself in a deeper situation, consult our crisis checklist and plan. It ensures your organization responds swiftly, maintains transparency, and communicates effectively.

9. How much should I be spending on marketing?

There’s no one-size-fits-all number, but here’s a good starting point: your marketing budget should match your goals, your scale, and your capacity.

If you’re trying to grow awareness, you’ll need more budget for content creation and paid reach. 

If your goal is retention or engagement, you can focus more on organic strategies and storytelling.

The key is to treat marketing as an investment that grows your impact over time, not an expense.

10. How do I know if my marketing is actually working?

Start by revisiting your goals. What does “success” look like for you? More engagement, more leads, stronger brand recognition? Once you know that, use your analytics tools to track the metrics that align with those outcomes.

We also recommend running regular audits to check what’s resonating (and what’s not). Data tells a story, but so does your audience’s behavior. If people are engaging, sharing, or reaching out because of your content, that's an impact you can feel.

Marketing doesn’t have to be a guessing game. The questions above are the ones that shape strategy, build confidence, and help teams cut through the noise.

So whether you’re rethinking your platforms, reworking your budget, or just trying to post more consistently, remember: every organization’s “right answer” will look a little different. What matters most is that your marketing feels clear, aligned, and true to your mission.