When you’re running a small business with a massive to-do list, social media might feel like just another task for the too-hard basket. But with billions of active users across platforms like TikTok, Facebook and Instagram, social media is one of the most powerful tools to connect with your audience, build your brand, and watch your business grow.

However, to make social media deliver the best results for your business, you need to understand a few things first. So, let’s unpack them now.

Why social media matters for your small business

Social media isn’t just for funny cat memes and holiday pics (though we love those, too). For small businesses, it’s like your digital shop window and community hub rolled into one.

Here’s why it matters:

• Reach your people: Social platforms connect you with the folks who are genuinely interested in what you do.
• Build relationships: Think of it as chatting with your customers daily. It’s personal and real.
• Show off your brand: Socials lets you share your story, showcase your values, and let your personality shine.
• Drive traffic and sales: Use social media to nudge people toward your website, store, or service.

You’ll find that even a little time spent on socials can make a big difference. So, why not give it a go?

Choosing the right platforms

Not every platform will suit your business, and that’s okay. Focus on where your customers hang out. Here’s a quick cheat sheet to help you work it out:

• Facebook: Ideal for building a loyal community and sharing various updates, events, and posts.
• Instagram: If your business has a visual side (like food, fashion, or design), this is your playground.
• LinkedIn: Great for B2B or professional services. Linkedin t’s all about networking.
• TikTok: Love short, snappy videos? Have a younger audience? TikTok is fun and fresh and great to pick up younger followers.
• Pinterest: Perfect for design, DIY, or lifestyle brands that thrive on inspiration.
• Youtube: Want to make longform videos? Youtube is the perfect place to build an audience for this type of video.

How to choose the right platform

We’ve given you a few hints above, but if you’re stil unsure which platform is the right fit for your business or brand,

Ask yourself:

• Where do my customers spend their time online?
• What kind of content do I love creating (or can I create easily)?

Start small. Pick one or two platforms and get comfortable. You can always add more later.

Resource

• Social Media Strategy Checklist

Creating engaging content

Content is king, but don’t overthink it. Your customers are looking for short, entertaining content that engages and informs. Here’s how to create posts that resonate:

• Share your behind-the-scenes: People love seeing the human side of your business. Packing orders? Prepping a new menu? Snap a pic or record a quick video and watch the likes roll in.
• Offer tips and tricks: Be helpful! Are you a tradie? Share advice your audience will value. How to fix a leaky washer or hang a picture are just a couple of examples of helpful content.
• Celebrate your customers: Showcase your best reviews, testimonials, or user-generated content.
• Promote your offers: Got a sale or a new product?  Social media is a great way to get the word out.
• Educate: Teach your audience something new. This can be anything from industry insights to quick how-tos.
• Hop on seasonal trends: Whether it’s a holiday or a local event, tie your content to what’s happening now.
• Be visual: Photos and videos grab the most attention on social. Use tools like Canva if design isn’t your strong suit.
• Keep it real: Polished is nice, but authentic is better. Share your genuine voice.
• End with a question or CTA: Sparking conversation is the name of the game. Ask simple questions or motivate actions.”What do you think?” or “Shop now” goes a long way.

Resources

• Engagement Boosting Checklist 
• The Beginner’s Guide To Hashtags 

Engaging with your audience

Social media isn’t just a megaphone; it’s a two-way chat. Here’s how to keep the convo going:

• Reply to comments: A quick thank-you or answer to a question shows you care.
• Start conversations: Ask your audience what they think, need, or want.
• Share the love: Like, comment on, and share posts from your customers or partners.
• Team up with influencers: Partnering with micro-influencers can bring fresh eyes to your business.

People love feeling seen and heard. It’s a surefire way to build brand loyalty.

Planning and consistency

Consistency is the name of the game. You don’t need to post daily, but sticking to a rhythm helps. Here’s how to stay organised:

• Plan ahead: Create a content calendar so you’re not scrambling for ideas.
• Batch your content: Dedicate a few hours to writing posts or shooting videos for the week or month.
• Post when your audience is online: Check your social analytics to find the best times.
• Use tools to simplify: Try scheduling platforms like Buffer or Later to queue up social posts.

Measuring your success

How do you know if all this effort is working? Fortunately, social media platforms come with some awesome tools to track everything from engagement to clicks.

Here’s what to track:

• Engagement: Are people liking, commenting, and sharing?
• Reach: How many eyes are on your posts?
• Clicks: Are people visiting your website from social?
• Sales: Are your social efforts leading to purchases?

Want to take your social media tracking to the next level? Try this:

• Check built-in analytics on platforms like Instagram and Facebook.
• Use tools like Google Analytics to see how social is driving traffic.
• Experiment! If something doesn’t work, tweak it and try again.

Resource

• How to do a Social Media Audit 

Making social media fun (yes, really!)

Social media doesn’t have to be a chore you want to avoid (I’m looking at you, dirty dishes!). Here’s how to keep it enjoyable:

• Let your personality shine: Be quirky, funny, or heartfelt. Whoever you are, be it!
• Celebrate small wins: Share milestones, no matter how big or small.
• Get inspired: Follow brands or accounts you love to spark new ideas.
• Don’t stress perfection: Progress beats perfect every time.

Ready to get started?

Social media is one of the easiest and most affordable ways to grow your business. Start small, stay consistent, and enjoy the process. You’ll be surprised by the results.