Social Media Management: Social media for small businesses – tips and advice

In today’s digital world, there is no escaping social media – and the benefits it can bring to your business. However, for many small business owners, the world of social media and social media management can be daunting and confusing. What are the best social media channels to use? How often should I post? What sort of content should I be posting? The questions can be endless.

In this month’s blog post we aim to highlight some of the social media management services we can offer, to support you as you grow your online presence. We share some of the benefits of using social media for small businesses. And we offer some practical tips and advice to get you started.

The benefits of using social media for small businesses

1. Social media is cost-effective!

For many small businesses, especially if you are just starting out, some of the traditional marketing methods —such as print ads, large scale leaflet drops, or outdoor advertising — can be costly and therefore out of reach. However, social media on the other hand, can be set up and run for free (assuming you run it yourself) and if you get it right, it can deliver significant results. Setting up a Business Facebook page, an Instagram account or a LinkedIn profile for example is free, and organic reach (non-paid) can still be powerful. Even with paid advertising on these channels, you can set small budgets, test campaigns, and scale up as you see what works.

2. Social media can help with brand awareness

Social media allows you to showcase your brand personality and your offerings to a wider audience. By posting consistently and engaging with your audience, you stay top-of-mind and attract potential customers who may not have discovered you otherwise. By using strong visuals, clear messaging, and by producing engaging content, you can build your audience/following and really stand out from the crowd.

3. You can speak directly to your customers via social media

Social media breaks down barriers between businesses and customers. You can answer questions in real-time, address concerns, run polls or Q&As, and even collect feedback. This creates a sense of trust and transparency. The more authentic and responsive your brand is online, the stronger your customer relationships become.

4. You can use social media to increase your website traffic

When you include links to your website in your bio or content, social media can drive traffic (customers/potential customers) directly to your website. With the right call-to-actions, you can turn followers into customers.

5. Social media can provide customer insights

Social media platforms provide analytics that reveal what your audience engages with most—whether it’s a behind-the-scenes video, a customer testimonial, or a product demonstration. Understanding these patterns can help refine your marketing strategy, your product offerings, and your customer service.

6. Social media can give small businesses a competitive advantage

Many small businesses don’t make the most of social media, or you might find yourself focussing on just a single platform. By showing up consistently and strategically across the right channels, you can stand out from competitors who are either absent or inconsistent.

There is so much potential for small businesses to grow using social media as a key marketing tool.

However, we understand that sometimes you don’t have the time, resources, or the energy (!) to put together a social media strategy and implement it consistently. That’s where we come in! Whether you need help getting started or you want us to manage your social media channels on your behalf, we provide a range of social media management services, which can be adapted to meet your needs and your budget! Take a look at the social media and digital services section on our website.

If you are keen to take responsibility for managing your company’s social media yourself, below we share a few tips to get you started.

Social media management tips for small businesses

1. Choose the right platforms

Not all platforms are created equal. Select the ones that align with your business goals and where your target audience spends their time:

• Instagram – Great for visual brands, food, fashion, lifestyle, and local businesses.

• Facebook – Strong for community building, events, and local marketing.

• TikTok – Excellent for reaching Gen Z and millennials with fun, creative content.

• LinkedIn – Ideal for B2B services, consultants, and professional networking.

• X (Twitter) – Useful for real-time updates, customer service, and thought leadership.

2. Develop a content strategy

Plan your content around your business goals – and make sure you get your keywords into your posts (read our recent blog post on SEO for more on this). Think about how you want to be perceived – are you offering expert advice/tips, is customer service at the heart of what you do, are you a leader in your industry, this will all impact the type of content you share. Use a mix of content types to keep things interesting:

• Behind-the-scenes photos or videos

• Product tutorials or demos

• Customer reviews and testimonials

• Industry news or tips

Create yourself a content calendar to stay organised and consistent – if you are tagging posts to annual days/celebrations/occasions, think about how you can re-use the content the following year – this will save you time.

3. Focus on quality over quantity

There’s lots of noise out there about how often you should be posting. If you have the time, the resources and (most importantly) enough quality content, to be posting daily then great, but for many small businesses, that’s just not realistic. You don’t need to post every day to succeed. Instead, focus on high-quality, engaging posts. A well-crafted reel or carousel that tells a story or solves a problem can do more than a dozen low-effort posts.

4. Engage, don’t just broadcast

Social media is a two-way street. Don’t just post and leave. Respond to comments and messages, engage with your followers’ content, and join conversations in your niche. You can also use tools like polls to gather customer feedback or opinions. The more human and relatable you appear, the more loyal your followers become.

5. Use hashtags strategically

There is a lot of discussion right now around hashtags and their future worth. While there is no point adding hundreds of vaguely related or generic hashtags to all your posts, we believe that they do still offer value. They can help new audiences discover your content – and if used correctly with your keywords, they can offer SEO value too. Use a small mix of trending, niche, and branded hashtags and avoid spammy or overly generic tags.

6. Leverage stories and reels

Stories (on Instagram and Facebook) and Reels (on Instagram and TikTok) can be great tools for increasing engagement. Reels can be really effective when creating more professional, prepared content, while stories allow you to humanise your brand and offer more spontaneous, instant content - giving a flavour of your/your company’s personality.

7. Collaborate with influencers or local businesses

This isn’t always easy but if you work with other local businesses that provide a complementary service, there may be opportunities to collaborate on a post and/or share content – and by doing so, you can get in front of each other’s audiences. We would advise you approach other local business with a similar level of followers. Perhaps you offer a cross promotion – every fifth customer gets a free coffee at a nearby coffee shop for example. Partnering with other local businesses can bring credibility and attract new customers within your community.

8. Analyse and adjust

This is so important, and so often forgotten. Each platform offers its own analytics to help you see what’s working. You can track metrics such as:

• Engagement rate (likes, comments, shares)

• Reach and impressions

• Click-through rate (CTR)

• Follower growth

• Conversion (sales, sign-ups, bookings)

Use these insights to assess what content works best, and then do more of it, it’s that simple!

Social media advice for small businesses: a round-up

Social media is not just a trend—it’s an essential part of doing business in the modern world. For small businesses, it can offer an affordable and impactful way to connect with customers, build loyalty, and drive growth. While it certainly takes time and effort, the return on investment—when you get it right—can be significant.

It’s not about going from 10 to 10,000 followers overnight. You just need to show up consistently, provide value, and be authentic.

Start small, test often, and always keep your audience at the heart of your strategy. With the right approach, social media can become one of your most powerful business tools.

Need help creating your content strategy or growing your online presence? Looking for some support with your social media management? Reach out for a free consultation—we’re here to help your small business shine online! 💡📲