How Social Media Works Even When No One's Reading

It can be easy to wonder if there is any point posting on social media if hardly anyone likes it or no one comments.But what if your social media is doing more work than you realise?In this episode of the Good Enough Counsellors podcast, I share how having a presence on social media can help potential clients find you - even if they never actually read your posts.I share my own experience of learning just how much Meta AI knew about me from my online presence: and why this is welcome from a marketing viewpoint. We're no longer only writing for humans because AI is increasingly using information from across the internet to understand who we are, what we do and who we're able to help.You'll learn some simple ways to make it easier for AI to recommend you to clients and as this is my monthly social media episode, I also give you ideas for October.In this episode:Why low engagement doesn't necessarily mean your social media isn't workingHow AI is changing the way people may find and choose therapistsWhy being clear about who you help mattersHow repeating your areas of interest can strengthen your online presenceUsing real questions people ask as inspiration for postsOctober content ideas around lived experience, identity, change and failureWhy lighter engagement posts still have a place on your social mediaLinks &amp; Resources mentioned in this episode:I'm running an Onlinevents workshop, Private Practice: Who Do You Most Want to Help?, on 26 September, exploring niching and becoming clearer about the people you most want to work with. You can book more HEREI'm also working on a new resource about how therapists can improve their digital presence so they're more likely to be found and recommended through AI search. Click HERE if you'd like to hear more when it's ready.Nicola Blunden's episode Trusting What Clients Know appeared in September 2025 and explores epistemic justice.And coming up on the podcast next week, Claire Ratcliffe joins me to talk about couples counselling, followed by a second episode looking at fees and creating a financially sustainable private practice.October Social Media IdeasThis year's World Mental Health Day theme of listening to lived experience gives us a starting point for thinking about what we've learnt from the people we work with and whose voices we might want to amplify. I also look at some of October's awareness dates around neurodivergence, menopause, Black History Month and LGBTQ+ experiences.There are ideas around change and transition as autumn arrives, failure and perfectionism, and some lighter opportunities for posts that simply help people get to know you.October dates listed in this episode:October, all month: ADHD Awareness MonthOctober, all month: Menopause Awareness MonthOctober, all month: Black History Month UK1 October: International Coffee Day8 October: International Lesbian Day &amp; World Dyslexia Awareness Day10 October: World Mental Health Day11 October: Coming Out Day13 October: Day for Failure14 October: Face Your Fears Day16 October: Global Cat Day15 October: International Pronouns Day25 October: Daylight Saving Time ends / clocks go back27 October: Black Cat Day31 October: HalloweenSetting up in private practice? Download my free checklist HERENeed ideas for how to get clients? Download my free handout 21 Ways for Counsellors to Attract New Clients HEREYou can also find me here:The Good Enough Counsellors Facebook GroupJosephine Hughes on FacebookJosephine Hughes on YouTubeMy website: <a href="https://josephinehughes.com" rel="noop