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Social Media for Small Businesses

Writer's picture: Sarah JerniganSarah Jernigan

How to Master It


If the thought of managing your small business's social media makes you want to throw your phone into a drawer and never look at it again, you’re not alone. Running a small business is already a full-time job, and adding social media management to your to-do list can feel downright overwhelming. But here’s the good news: mastering social media doesn’t have to be a full-time gig. With a little strategy and the right tools, you can make social media work for your business without losing your mind.


Why bother? Because social media is one of the most effective (and affordable!) ways to reach your audience, build relationships, and grow your business. People spend an average of 3 hours a day on social media, jumping between multiple platforms. That’s 151 minutes of opportunity for your business to connect with potential customers. Ready to make it happen? Let’s dive in.


Start With the Right Platforms


Trying to be everywhere at once on social media is like trying to have a meaningful conversation in ten different rooms at the same time—it’s exhausting and not very effective. Instead, focus on the platforms that are most relevant to your audience. Here’s a quick breakdown:

  • Facebook: Great for reaching the 25-34 age group and beyond. Perfect if your audience skews older. Post daily for the best results, and make sure to include visuals (photos and videos work wonders).

  • Instagram: If your audience is heavy on Millennials and Gen Z, this visual platform is a no-brainer. Quality images and videos are key, and you’ll want to post three to five times a week.

  • TikTok: The land of short, quirky videos and boundless creativity. Ideal for targeting 18-24-year-olds. You don’t need a big budget here—just some clever ideas and a willingness to have fun.

  • LinkedIn: Focused on professionals? LinkedIn is your spot. This is where B2B magic happens. Post one to two times a day with a mix of articles, videos, and thought leadership pieces.

  • Pinterest: If your business involves products, design, or anything visual (think crafts, home decor, or fashion), Pinterest is your best friend. It’s a goldmine for younger female audiences and frequent shoppers.


Pro Tip: You don’t need to master every platform. Start with one or two where your audience hangs out, then expand as you gain confidence and resources.


What Can Social Media Do for Your Business?


In today’s world, a lack of social media presence can be a red flag to potential customers. People expect to find businesses online, and the good news is that even a simple, consistent strategy can go a long way.

Social media is a modern marketing powerhouse. Beyond building brand awareness, it allows you to connect with customers, promote products, and showcase your values. In today’s world, a lack of social media presence can be a red flag to potential customers. People expect to find businesses online, and the good news is that even a simple, consistent strategy can go a long way.


Create Content That Clicks


Social media is all about connection. Your audience wants to know who you are, what you stand for, and how your products or services can make their lives better. The best way to show them?


Create engaging, authentic content that resonates.


Here’s a simple formula to guide your content strategy:

  • Educational Content: Teach your audience something they didn’t know. Share tips, tricks, or how-to guides related to your industry.

  • Entertaining Content: Don’t be afraid to have a little fun. Memes, behind-the-scenes videos, or even lighthearted stories can boost engagement.

  • Promotional Content: Yes, you can sell—but make it a part of your strategy, not the whole thing. For every 10 posts, aim for 2-3 that directly promote your products or services.


Remember, visuals matter. Even if you’re not a professional photographer, tools like Canva can help you create stunning posts, while free stock photo websites can fill in the gaps when you’re short on original content.


Consider hiring a professional photographer to authentically capture your brand, products, or services (I can help with this if you ever find yourself in need of a photographer). While stock photography can help in a pinch, original content makes a bigger impact and feels more personal. A professional photographer can provide a treasure trove of images and B-roll footage that reflect your unique business. No one can sell your business better than you, and using stock photos too often can feel stale and overdone.


And remember, authenticity matters. Share behind-the-scenes moments, customer stories, and posts that reflect your values.


Plan Ahead Like a Pro


Posting on the fly every day? That’s a recipe for burnout. The key to consistent, stress-free social media is planning ahead. A simple content calendar will help you map out your posts, stay consistent, and save you from that “what the heck do I post today?” panic.


The best social media strategies don’t happen on the fly. Planning your posts ahead of time will save you time and reduce stress. That’s why I recommend using my digital download content calendar. It’s the perfect tool to help you:

  • Organize your ideas

  • Plan your content in advance

  • Feel confident about your posting schedule





No more "shooting from the hip" every day—this content calendar will help you execute a consistent and professional strategy that works.


Tools like Meta Business Suite, Buffer or Tailwind can also help you schedule posts and free up your time.


Engage and Interact


Social media isn’t a one-way street. To build a loyal audience, you need to interact with your followers. Respond to comments, answer messages, and jump into conversations. Even a quick “thank you” or “glad you liked it!” can make a big impression.


Pressed for time? Dedicate 15-20 minutes a day to engagement. If your audience knows you’re listening, they’ll stick around.


Track, Tweak, and Grow


Social media is part art, part science. The art is in the content you create; the science is in measuring how it performs. Keep an eye on metrics like engagement (likes, comments, shares) and reach (how many people see your posts).


If you’re running ads or driving traffic to your website, tools like Google Analytics can show you what’s working and what’s not. Don’t be afraid to experiment—try new post formats, tweak your captions, or play around with posting times to see what gets the best results.


How Do You Measure Success?


To measure success, you’ll need to set clear goals. Whether you want more website traffic, increased sales, or follower growth, every goal will have specific metrics to track:

  • For brand awareness: Track impressions, reach, and follower growth.

  • For engagement: Look at likes, shares, comments, and DMs.

  • For conversions: Focus on click-through rates and website traffic.


Bonus: Keep It Real


Authenticity wins every time. Your audience doesn’t expect perfection—they want to see the real, human side of your business. Share your story, celebrate your wins, and don’t be afraid to show the occasional oops moment.


Ready to Get Started?


Social media doesn’t have to be overwhelming or time-consuming. With the right strategy, tools, and a little creativity, you can build a strong online presence that helps your small business thrive. Remember: it’s not about being perfect; it’s about showing up, being consistent, and connecting with your audience.


Need help getting started? Let’s chat! At SAYJAYstudio, we specialize in helping small businesses create smart, stress-free social media strategies.

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