Most people in the business world know that social media can be a powerful tool to help get the word out. Unfortunately, while many people understand the value in the abstract, often they don’t really know why it makes sense, or how to go about doing it at all, much less doing it well. As someone who has worked with a variety of independent businesspeople (including artists, musicians, self-defense trainers, real estate agents, and more), I have learned a few key strategies for leveraging social media well.
Two Common Mistakes
While many small businesspeople are on board for using social media in the abstract, I have noticed that many people make two common mistakes. For one, people have no plan at all. Maybe they go so far as to create bare bones accounts on some combination of Facebook, Twitter, and Instagram, and then stop. They may not even have a picture to use, or be sure how to describe who they are. In short, they start and quickly fizzle out because they aren’t sure what to do next. For those that manage to complete their account profiles, they typically err in a different direction. After they have their accounts, and even follow a few people, they might make posting after posting that say nothing more than “buy my stuff.” I’m not even sure which one is worse. Both result in a social media profile done poorly that won’t have the desired result.
According to the Internet (and, yes, the article link is included below), 79% of US adults have at least one social media profile, meaning there are approximately 243.6 million social media users. That’s a whole lot of people who businesses can access in between pictures of friends’ kids and live tweeting their favorite television show. Not only are those people available, but social media accounts are free to open and use with the opportunity to pay to further boost messages and connect with more people. Social media use can help humanize your brand and build brand awareness, which can result in a larger customer base—which can lead to more revenue from views, sales closed, and return business.
Doing Social Media Well
So how does one go about doing social media well? For one, you have to have something to say—and that something can not just be “buy my stuff.” We’re building a brand here. So who are you and what do you want to say to who? How do you want to be perceived? What do you stand for? How do you help people? What kind of content might interest the people that you’re trying to reach? Who are those people? Thinking through those core questions can help you figure out what it is you want to say. Figuring out your core message is mission critical to making social media work for you.
What To Say
While “buy my stuff” can be one of the types of messages shared, ideally, that’s only 10% of what you’re saying. So what else should you be talking about? Here are a few ideas that I’ve used while promoting the Mellow Fury Etsy shop. These tie into the knit hats I make and sell, and my best sellers are sci-fi or comic book themed.
Education: share information in your area(s) of expertise.
Entertainment: Include something fun or funny.
Humanize: showcase the person behind the brand.
Customers: showing satisfied, happy customers.
Supporting Others: share the love.
Buy My Stuff: showcase what you sell in a non-obnoxious way.
What Do You Think?
What are your thoughts on using social media well to promote your small business? Include your thoughts in the comments.
Brenda is a dynamic training & development leader & innovative learning experience designer.