9 Years, 9 Lessons: What Building a Social Media Agency Taught Me

Nine years ago, I started GOAT Social Media with an LLC, a handful of freelance clients, and absolutely no idea what the next decade would look like.

I had just graduated from Florida State University, and social media was a completely different world. Facebook was king, Instagram was still growing, and TikTok wasn't even part of the conversation.

What started as freelance work eventually became a full-service social media agency with a team, an office in downtown Fort Lauderdale, clients across different industries, and even a podcast.

As GOAT Social Media celebrates nine years in business, I've been reflecting on everything I've learned along the way.

And trust me, there have been plenty of lessons!

In Episode 62 of my podcast, You Herd It Here, I shared nine lessons from nine years of entrepreneurship. Here are the biggest takeaways.

1. You'll never feel 100% ready

When I started GOAT, I didn't know much about running a business.

I didn't know how to set up an LLC, manage taxes, or navigate everything that comes with entrepreneurship.

But I learned by doing.

Looking back, I don't think any amount of preparation could have taught me everything I've learned through experience.

Sometimes, you have to stop waiting for the perfect moment and just get started.

My takeaway: Confidence comes from experience, not from having everything figured out beforehand.

2. Your business is allowed to change

GOAT Social Media in 2026 looks nothing like GOAT Social Media in 2017.

Sure, the name and logo have stayed the same, but almost everything else has evolved.

My services, clients, team, pricing, processes, and even my personal goals have changed over the years.

And I've learned that's completely normal.

I think entrepreneurs sometimes feel pressure to have their entire business figured out before launching. But your business should evolve as you gain experience and discover what works.

My takeaway: Growth doesn't always mean doing more. Sometimes it means getting clearer about what you actually want.

3. Not every opportunity is a good opportunity

This was a lesson I learned the hard way.

In the beginning, I wanted every client and every project. I was eager to grow, make money, and build my business.

But over time, I realized that not every opportunity is worth saying yes to.

Some clients weren't the right fit. Others didn't respect boundaries or expected work outside the agreed scope.

Now that I have a team, it's not just about protecting my own time. It's about protecting theirs, too.

My takeaway: Saying yes to the wrong opportunity can take time and energy away from the right one.

4. People remember what it's like to work with you

One of the things I've always prioritized is making the experience of working with GOAT Social Media a positive one.

Yes, results matter. But so do communication, reliability, meeting deadlines, and genuinely caring about your clients.

People remember whether you made their jobs easier, followed through on promises, and handled challenges professionally.

I've had clients leave because their businesses changed or circumstances shifted, only to reach out again when they joined a new company.

Those relationships mean everything to me.

My takeaway: People don't just remember the work you delivered. They remember how you made them feel while working together.

5. Hire people who want to learn

Building a team has been one of the most rewarding parts of growing GOAT.

And one thing I've learned is that experience isn't everything.

I'd often rather hire someone who's curious, motivated, and excited to learn than someone who has years of experience but isn't open to doing things differently.

Some of my team members started as interns and grew into larger roles.

I love seeing people develop new skills, take initiative, and bring fresh ideas to the table.

My takeaway: You can teach someone a task, but curiosity, enthusiasm, and a willingness to learn are much harder to teach.

6. Set boundaries before you need them

If you work in social media, you know how easy it is for people to assume you're available 24/7.

I've received client messages at 1 AM, calls at 6 AM, and requests that went far beyond the original scope of work.

Earlier in my career, I didn't always have the policies or processes to manage those situations.

Today, GOAT has clearer expectations around communication, approvals, scheduling, and client requests.

And those boundaries have made our relationships and workflows stronger.

My takeaway: Boundaries aren't about being difficult. They're about setting expectations that allow everyone to do their best work.

7. Consistency beats the big moment

Everyone loves a big win.

A viral post. A major client. A record-breaking month.

But nine years of GOAT Social Media weren't built on one big moment.

They were built through showing up consistently.

Networking, pitching, following up, creating content, serving clients, learning new skills, and doing it all again the next day.

It's the same advice I give our social media clients.

One viral post is exciting, but consistently showing up for your audience is what builds lasting recognition and trust.

My takeaway: The everyday work nobody sees is often what creates the exciting results everyone notices.

8. Don't let your expertise stop you from learning

I have a master's degree in mass communications with a focus on social media, and I've been running GOAT for nine years.

But that doesn't mean I've stopped learning.

Every year, I attend social media conferences, connect with other marketers, explore new tools, and research changes in the industry.

Between new platforms, algorithms, AI, analytics, and consumer behavior, there's always something new to understand.

I also love learning from other business owners and seeing how they approach challenges differently.

My takeaway: The moment you decide you know everything is probably the moment you start falling behind.

9. Celebrate while you're building

As entrepreneurs, we're really good at reaching a goal and immediately asking, "What's next?"

I'm definitely guilty of this!

But I've learned how important it is to recognize milestones along the way.

One of my favorite GOAT memories was our fourth anniversary, when I decided to celebrate with four actual goats.

Yes, I rented goats for a photoshoot and party!

It was fun, a little ridiculous, and completely on brand.

But more importantly, it was a reminder to celebrate how far the business had come.

Now, as we celebrate nine years and head into our tenth, I'm incredibly proud of what we've built.

My takeaway: Don't get so focused on the next milestone that you forget to appreciate the one you've just reached.

Here's to year 10!

When I look back at the last nine years, I'm proud of the business I've built, but I'm even more grateful for the people who have been part of the journey.

The clients who trusted me with their brands. The employees and interns who helped GOAT grow. The mentors who guided me. The collaborators, friends, and family members who supported me along the way.

There have been mistakes, pivots, unexpected opportunities, and probably thousands upon thousands of social media posts.

And I wouldn't trade the experience.

If you're building something of your own, I hope at least one of these lessons resonates with you.

You don't need to have everything figured out. You just need to keep learning, adapting, and showing up.

Here's to nine years of GOAT Social Media and everything year 10 has in store!

Want to hear more about my journey? Listen to Episode 62 of You Herd It Here, “9 Years, 9 Lessons: What Building a Business Taught Me.”

Learn more about GOAT Social Media.