Today we’d like to introduce you to Lyssa Paculba.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
My journey into social media started long before I ever imagined I’d build a business around it.
I began my career working in media & advertising company based in Seattle, where I spent several years learning and managing social media and eventually took on quality assurance responsibilities. I worked with clients across different industries, from nonprofits and real estate to service-based businesses, and that experience taught me that social media is so much more than just creating pretty posts. It’s about understanding people, telling the right story, and creating content that actually connects with an audience.
After becoming a mom, my career took an unexpected turn. I was laid off just before the pandemic, and that pushed me to start freelancing. What started as a way to continue working while being present for my family slowly became something much bigger. I began working with clients internationally, particularly businesses in Australia, and expanded my skills beyond social media into content strategy, email marketing, websites, and digital marketing.
Over the years, I’ve had the opportunity to work with all kinds of businesses—from coaches and healthcare professionals to agencies and photographers. I eventually found myself especially drawn to helping creative, service-based business owners show up online without feeling like social media had to consume their entire life.
That’s really where Shelovesocial Media Co. came from. For me, this is more than just managing someone’s social media. It’s about taking the stress and guesswork out of social media so business owners can focus on what they actually love doing. I want their online presence to feel like them strategic, genuine, and human.
And honestly, I’m still growing and evolving with it. What started as freelancing has turned into a business and a brand that I’m really proud of, and I’m excited to see where the next chapter takes me.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Definitely not! I think if anything, the struggles are what shaped me into the business owner I am today. One of the biggest turning points was being laid off after becoming a mom, just before the pandemic. At the time, I had no idea what the next chapter of my career would look like. I had to step outside of what felt comfortable and figure out how to create opportunities for myself.
Freelancing came out of that season, and in the beginning, it was a lot of trial and error. I had to learn how to find clients, market myself, manage different businesses, set boundaries, and essentially wear every hat that comes with running your own business. There were definitely seasons where I questioned whether I was doing enough or whether I was on the right path.
Another challenge has been learning that growth isn’t always linear. There have been slow months, clients coming and going, changes in the industry, and moments where I’ve had to rethink my offers and the direction of my business. Social media itself is constantly changing, so staying relevant means I’m always learning and adapting.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Shelovesocial Media Co. is a boutique social media management and content strategy business created to help small business owners show up online with more confidence, consistency, and strategy.
I specialize in social media management, content creation, and strategy, with a particular love for working with photographers and other creative, service-based businesses. I help with everything from content planning and strategy to captions, graphics, Reels, scheduling, engagement, and performance reporting. I also have experience with email marketing, website content, basic SEO, and landing pages, so I’m able to look at a brand’s online presence more holistically not just what’s being posted on Instagram.
What I think sets Shelovesocial Media apart is that I don’t believe social media should just be about posting for the sake of posting. There should always be a reason behind the content. Who are we talking to? What do they need to hear? What makes them stop scrolling? And most importantly, how does that content support the bigger business goal.
I also really believe that social media should still feel human. I don’t want my clients’ feeds to feel overly polished or like they’re trying to sound like every other business online. I want their personality, expertise, and story to come through.
One of the things I’m most proud of brand-wise is how Shelovesocial Media Co. has evolved alongside me. It started from my journey as a freelancer and has grown into a brand built around something I genuinely believe in: making marketing feel less overwhelming for small business owners.
I want people to know that when they work with us, they’re not just hiring someone to fill their content calendar. They’re getting someone who takes the time to understand their business, their audience, and what they’re trying to achieve and then turns that into content that feels authentic to them while still being strategic.
It’s really simple: good marketing should educate, engage, and connect and your social media should sound like you.
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
Absolutely. I don’t think I could talk about the success of Shelovesocial without talking about the people who have supported me along the way.
First and foremost, my family deserves a lot of credit. Building a business while being a mum has taught me a lot about resilience, time management, and finding a way to keep going even when things don’t always go according to plan. Having people who believed in me, especially during the seasons when I was figuring things out, has meant so much.
I’m also incredibly grateful for my clients. They’ve trusted me with something very personal—their brand, their voice, and how they show up online. Every client I’ve worked with has taught me something, whether it was about their industry, their audience, or simply a different way of approaching marketing. A lot of its growth has come from listening to those clients and allowing the business to evolve based on what they actually need.
I’ve also been fortunate to have people throughout my career who shared their knowledge, gave me opportunities, or simply encouraged me when I needed it. Not everyone who contributes to your success has a formal title like “mentor.” Sometimes it’s a former colleague who taught you something, a client who trusted you with your first big opportunity, or a friend who reminds you that you’re capable when you’re doubting yourself.
I’m proud that Shelovesocial Media has never been something I built completely alone. It’s been shaped by the people I’ve worked with, the relationships I’ve built, and the lessons I’ve picked up along the way.
And I think that’s one of the most beautiful parts of running a small business is your success isn’t just about what you build. It’s also about the people who believed in you while you were building it.
Contact Info:
- Website: https://www.shelovesocial.com
- Instagram: https://www.instagram.com/shelovesocialbysai/
- Facebook: https://www.facebook.com/shelovesocialbysai/
- Other: https://beacons.ai/shelovesocial
