Today we’d like to introduce you to Libby McRae
Hi Libby , it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I actually started in social media marketing kind of by accident. When my husband launched his business in the middle of COVID—with no backup plan and no budget—I knew the best way I could help was through social media. Growing up online, I understood how powerful digital marketing could be, so we focused on building his brand locally using organic social as our main strategy.
At the same time, my boss had me managing social media for my full-time job, which gave me even more hands-on experience. Seeing firsthand how social media alone could drive real results, I knew I had found something.
As we met more business owners in the area, I realized so many of them had struggled with social media—either they hadn’t had much luck with it, or they just didn’t understand how to make it work for their business. That’s when it clicked. I had a knack for breaking it down and making it work, and suddenly, I had found my niche. From there, my agency grew naturally, and I haven’t looked back since!
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Oh, absolutely not. 😂 Starting a business is never easy, and mine was no exception. In the beginning, I was juggling a full-time job while trying to help my husband grow his business and figuring out how to turn social media into something profitable for myself. I was learning as I went, and with no formal business background, I had to navigate a lot on my own.
One of the biggest struggles was pricing my services. When you start out, it’s easy to undervalue yourself—especially when you love what you do. I spent way too much time overdelivering for too little pay, which quickly led to burnout. It took me a while to set boundaries and charge what my work was actually worth.
Another challenge was balancing the business with, well, life. Being a business owner means wearing a hundred hats—marketing, sales, admin, client management—you name it. It’s been a constant learning curve, especially as I’ve grown and taken on bigger clients. Now, I’m navigating an entirely new challenge: scaling my business while also preparing to become a mom! So yeah, it’s been a wild ride, but I wouldn’t change a thing. Every challenge has helped me refine what I do and build something I’m truly proud of.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
At its core, my business is all about helping businesses—whether they’re just starting out or scaling up—navigate and leverage social media in a way that actually works for them. We specialize in organic social media marketing, meaning we focus on strategy, content creation, and community-building without relying solely on paid ads.
What sets us apart is our deep understanding of how social media works for different types of businesses. We don’t do cookie-cutter strategies—we tailor everything based on the brand, their audience, and their goals. We’re known for being hands-on, bringing personality into our clients’ brands, and making their social media feel authentic, not forced.
One of the things I’m most proud of is how we’ve evolved. We started by helping smaller businesses get a grip on social media, and as we’ve grown, we’ve been able to expand into more of an agency model—helping medium-sized businesses scale their marketing efforts while still keeping things personal and strategic. And because of that growth, I’ve been able to lean even more into what I truly love: helping the little guy. I’ve always had a soft spot for true small business owners—the ones wearing all the hats, juggling a million things, and just needing the right guidance to make their social media work without it feeling like a full-time job.
So, whether we’re helping a local shop gain traction or a growing company streamline their strategy, the goal stays the same: making social media work for businesses in a way that feels real, sustainable, and effective.
Can you talk to us a bit about happiness and what makes you happy?
Oof, this is a big one!
What makes me happiest is seeing small businesses thrive—especially the ones that never thought they could. There’s something so rewarding about watching a business owner go from overwhelmed and unsure about social media to confidently showing up online, connecting with their audience, and actually seeing results. It’s that lightbulb moment when they realize, Oh, this actually works!
Beyond that, I love the freedom and creativity that come with running my own business. I get to help people tell their stories, build something meaningful, and create opportunities not just for myself, but for my team and the businesses we work with.
And on a personal level? I love slow mornings, iced coffee, time with my family (soon growing by one!), and supporting the local businesses that make my community feel like home. 💛
Contact Info:
- Website: https://www.thecrucialsocial.com
- Instagram: https://www.instagram.com/thecrucialsocial
- Facebook: https://www.facebook.com/thecrucialsocial
- Other: https://bio.site/thecrucialsocial
Image Credits
Kaylene Dobbs
Susannah VanDyke
