How to Run Social Media That Actually Works

In this episode of The Field Guide, host Peter sits down with social media manager Ivy Moore to unpack what it really takes to run a successful social media account for your business in 2025.

With years of experience managing social channels for consumer brands, retail, and now the champagne importer fatcork, Ivy shares practical insights on:

• Why social media still matters for brand legitimacy and discoverability.
• How to choose the right platform (and why focusing on one is better than spreading yourself thin).
• Building community and engagement instead of chasing vanity metrics.
• Campaign examples that show the power of behind-the-scenes storytelling.
• Step-by-step advice for business owners just starting out, including defining your customer, clarifying your purpose, and creating a content calendar.

Whether you’re an entrepreneur, a local business owner, Ivy and Pete's discussion offers a clear, practical guide to making social media work for you.