In general terms, the smaller you are, the easier social media is.
Most social media technologies such as Facebook, Twitter and LinkedIn have been designed for individual humans to talk and connect with each other. So if you are the owner of the business, it’s generally pretty easy for you to log on to an account and chat with your customers the same way that you would at a business breakfast or if someone called you on the phone.
I highly recommend that you post from a personal account with your face on it in first-person rather than off a company account (or as well as). Most big companies would love to have the freedom to connect online the way that small businesses can so use this to your advantage. Be yourself and don’t try to sound corporate. Corporates are all desperately trying to sound small and personable!
It pays to not overthink it and just have a look around at what some other individuals and businesses are doing and learn from them. Play is a very important part of developing engagement and learning how to come up with creative ways to get people talking about you and your business. So don’t feel guilty about spending some time looking at silly cat videos on Youtube and commenting on them. It’s the best way to learn new features and to see what people are drawn to online.
I’ll do a full post on the benefits of blogging but the main thing to remember is that blogging is the cornerstone of any social media strategy.
Blogging is often overlooked as the nerdy older brother of cool kids like Pinterest and Instagram but it is absolutely essential to hold all of your different online accounts and channels together. Blogs can also serve as the top end of your sales funnel to drive customers through to transacting with your business so its worth putting the effort in.
Again, spend some time discovering successful bloggers that really interest you and read and comment to learn how they drive engagement. What posts get lots of ‘likes’ and comments? What do you like reading and when do you read blogs the most? Where are you reading this blog now and how did you discover it? Who are some of your favourite bloggers?