Social Media Do’s and Don’ts for Small Business

Feb 5, 2024 | Latest, Marketing Tips, Social Media Marketing

Social Media Do’s and Don’ts for Small Business

Why Social Media Marketing is Important?

There are so many reasons why social media marketing is important for small businesses. For starters, social media allows you to directly interact with potential customers or clients and build relationships on a more personal level.

You can share insights, and behind-the-scenes content and allow your personality to shine through. This helps your ideal audience get to know, like and trust you faster.

Not only are social media platforms free but they help you to reach thousands if not millions of people. Billions of people are using platforms like Facebook, Instagram, and LinkedIn every single day.

social media do's and don'ts

As of 2023, the global social media user base has significantly expanded to approximately 4.9 billion users, accounting for around 60% of the world’s population. 

Facebook continues to dominate with over 3 billion active users, while YouTube’s user count stands at an impressive 2.5 billion. Instagram is not far behind with 1.4 billion users. 

Social media is an effective strategy to reach a wider audience and increase your visibility. Start by creating a social media marketing plan and follow the do’s and don’ts below.

Social Media Do’s and Don’ts

10 Social Media Do’s

1. Do Understand Your Audience

Be super clear on exactly who your target market is. On a piece of paper (or Google Doc), write down their age, gender, location, interests, values, needs and pain points.

Also, pay attention to what content your current ideal clients are engaging with and what attracts them. 

Use analytics features within each social platform to gather more data on follower demographics and top-performing posts. In this way, you’ll be able to create content that resonates with your target audience. 

social media do's and don'ts

You can even use this data to make informed decisions on hashtags, posting frequency, content formats and more. 

The key is understanding your ideal customer profile in detail, tracking what content best engages them, and using those insights to optimise your social media strategy.

2. Do Establish Social Media Goals

When it comes to setting goals, be sure to make them specific and trackable. A good idea is to have daily, weekly, and monthly targets for followers gained, engagement rates, post reach, link clicks, queries, conversions and sales.

There are some powerful analytical tools out there (like Metricool or HubSpot) that can help you keep tabs on all those numbers and see how you’re improving over time.

You can even connect platforms like Metricool to your website to monitor the traffic, behaviour flow and conversions you’re driving from social media. The key to creating a successful social media marketing strategy is to analyse the results. 

social media do's and don'ts

The key to creating a successful social media marketing strategy is to analyse the results. Measure how many new followers you get each week, how many people engage with your posts, understand your click-through rates and so on.

This will give a clear insight into what is working and not working so that you can make adjustments along the way to create better results. 

social media do's and don'ts

3. Do Create a Separate Business Page

The next thing to organise with your social media is to ensure you distinguish your business profiles from your personal ones. This means creating separate accounts or pages dedicated solely to your brand. 

These business-focused profiles allow you to maintain a professional tone and content, while your personal profile remains a space for informal, personal posts.

social media do's and don'ts

An additional advantage of business pages is the wealth of analytics and tools they provide, enabling you to monitor your content’s performance, view when your audience is online and advertise effectively. 

This separation also ensures a better user experience for your followers. Keep your business promotional content on your business pages, ensuring a more targeted and professional approach.

4. Do Update Your Social Media Profiles

It’s essential that your social media profiles are complete, updated, and consistently represent your brand.

Using your brand’s logo as the profile picture is a great practice as it enhances brand recognition and assures your audience they’re in the right place. 

Create a description that includes SEO and clearly outlines what you offer.  Provide links to your website, other social media platforms, and relevant resources to further enhance your brand’s credibility. 

Be sure to create regular updates to your profile with any new offerings and events. This will keep your brand fresh and indicate also to the platforms that your page is relevant and active.

5. Do Think Before You Share

Exercise good judgment before posting and ensure your content aligns with your brand vision and voice. Create content that is consistent across all social platforms and represents your business. 

If multiple team members manage your social channels, establish a clear social media policy that outlines what to post, how to respond, and the objectives to be met. 

Provide them with a guidebook on social media etiquette to ensure everyone is on the same page.

6. Do Consistent Social Media Posting

To keep your audience engaged, post high-quality content consistently. Research shows regular posting at least daily or 3-4 times a week is best practice.

Mix up the different types of content you share from carousel slides, single images or short-form videos. Trying various formats will help you to identify the type of content that works best for your audience.

To help you create consistent content without the overwhelm, plan your content and schedule posts ahead of time. 

Use scheduling tools like Metricool or Later. These tools allow you to plan your posts in advance, automate their publishing across different platforms, and analyse the performance of your content.

social media do's and don'ts

This not only alleviates the pressure of daily postings but also ensures that you always have content being pushed out to your channels without having to think about it every single day.

Tools like Metricool also offer amazing analytics, which will help you better understand your audience and what content creates the greatest engagement.

social media do's and don'ts

Then map out your content using Trello boards, or ClickUp, to organise themes and topics in advance. 

social media do's and don'ts

If you get stuck on generating content ideas, ChatGPT and Jasper.ai are fantastic tools to get those creative juices flowing.

social media do's and don'ts

7. Do Use Social Media to Build Relationships

Think community-building, not just conversions. Nurture your followers by creating great content that educates, inspires, entertains and encourages action. 

Humanise your brand by giving your followers an authentic inside look at your brand’s culture, behind-the-scenes and personal updates.

Before creating content, ensure you’re listening to your followers; use tools like surveys or Q&As to identify their needs. 

Jump into other relevant Facebook Groups and see what problems people are sharing. Then produce content that addresses those issues.

Remember to take the time to respond to comments and engage with your audience. The key to creating a successful business is to offer value and build relationships. 

social media do's and don'ts

8. Do Repurpose Content Across Platforms

Repurposing content across platforms is a powerful social strategy. You don’t have to reinvent the wheel every time. Reuse what’s already performing well.

Simply adjust the visual and text of content to give it new life on different social media channels. 

For instance, pull eye-catching quotes or content from one of your blogs to create engaging images for Instagram.

Or turn a video into short snippets to use as a reel, story or YouTube short. Consider reposting older posts that performed well, with a fresh new look. 

The goal is to work smarter, maximise resources, and keep providing followers with fresh content they’ll love!

9. Do Research & Use SEO

To help you create content that is relevant and engaging, research what keywords and hashtags users are searching for in your niche. Then use those relevant tags in your posts so that people can find your content organically. 

For example, Instagram gives more weight to captions than Facebook does, and TikTok values titles over tags.

Research what users are searching for and what types of questions they are asking. This will give you an idea of the kind of content to create by answering those questions and offering value. 

Use SEO keyword tools like Google, Answer the Public or SemRush to learn what people are searching for. Include SEO keywords in your posts and use relevant hashtags with those SEO terms.

social media do's and don'ts

10. Do Engage With Your Audience

Don’t let your posts disappear into the digital ether. Ensure your posts actively engage your audience and respond to comments. 

Include a call to action and ask them to share their ideas in the comment section. Social media algorithms love engagement.

The more users engage with your posts the more those posts will show up in people’s feeds.

Engage with similar social media pages or groups to increase your visibility. When you offer help in other Facebook Groups and answer questions, people start to get to know and trust you. 

This increases the chances of them following your page or joining your group. When you gain a new follower, send them a personalised message to make them feel welcomed and valued.

10 Social Media Don’ts

1. Don’t Neglect Your Profiles

Keep your social media profiles updated with the latest information about your business. An outdated profile can create confusion and might even come off as unprofessional. 

Regularly review your profiles to ensure all information, such as contact details, website links, and business descriptions, are accurate and up-to-date. 

This will help potential customers find and connect with your brand more easily.

2. Don’t be Impersonal

Human connection stands at the heart of social media. Make it a priority to engage with your followers on a personal level. Reply to their comments, like their shares, and show appreciation for their support. 

Share behind-the-scenes content that introduces your business. Celebrate milestones and victories, no matter how small, with your online community.

This will not only humanise your business but create stronger, more meaningful relationships with your followers. Remember, people connect with people, not faceless businesses.

social media do's and don'ts

3. Don’t be Inconsistent

Maintain a consistent posting schedule. Irregular posts can lead to decreased engagement and followers might lose interest. By consistently showing up on their feed, you establish a sense of reliability and trust with your audience. 

However, make sure not to sacrifice quality for quantity. It’s better to post less frequently with high-quality content than to bombard your followers with mediocre posts.

The key to being consistent is to create content in advance and use a scheduling tool like Metricool or Later. Then you are always ahead without the overwhelm.

social media do's and don'ts

4. Don’t Over Promote

It’s essential to remember that social media platforms are primarily spaces for interaction, discussion, and learning. While it’s perfectly fine to promote your products or services, it’s crucial to create balance. 

Over-promotion can cause your audience to feel overwhelmed and disengaged. 

Instead, focus on providing content that adds value to your audience’s lives, be it through informative blog posts, inspirational quotes, or handy tips related to your industry. 

This not only builds a stronger relationship with your audience but also subtly showcases your expertise and the value your products or services can offer.

By building a strong rapport and trust, you’ll find that when you do promote, your audience will be more receptive and likely to convert.

5. Don’t Ignore Comments

Interaction is the essence of social media, and your audience’s comments provide a unique opportunity to engage, learn, and grow.

Ignored comments can make your followers feel undervalued and unheard, potentially damaging your brand’s reputation. 

Take the time to acknowledge and respond to comments, whether they’re positive, negative, or neutral. 

If it’s a compliment, show your gratitude. If it’s a complaint or concern, demonstrate understanding, offer a solution, and send a private message if needed.

6. Don’t Overuse Hashtags

While hashtags are an effective tool for enhancing visibility, their overuse can lead to a post appearing cluttered and confusing.

Using hashtags might seem like a good idea at first, but can distract from your message if they are not used correctly. Understand how hashtags work and what is best practice for each platform. 

social media do's and don'ts

Do hashtag research and stick to the use of relevant and targeted hashtags. Use tools like Instagram’s search feature or inbuilt hashtag features in your scheduling tool. 

For example, Metricool has hashtag suggestion features so you don’t have to think about the most popular or relevant hashtags to use in your posts. It can also generate reports of hashtags that are performing well.

7. Don’t Overuse Emojis

Though emojis can add a touch of light-heartedness to your captions, moderation is key. Stick to one or two emojis per post to maintain a fun, conversational tone without overshadowing your core message. 

Remember, an excess of emojis can create a visual clutter that distracts from your key points. Also, decide whether emojis will work well for your brand. If not, avoid using them. 

Social media do's and don'ts for small business

8. Don’t Forget to Use Clear Calls to Action

Whenever you share content, remember to use distinct and direct CTAs to guide your followers to their next steps. Some examples include:

  • “Explore more by clicking the link in our bio”
  • “Enjoy a 10% discount by signing up via our homepage”
  • “Participate in our dance challenge by sharing your video”
  • “Get your hands on our exclusive giveaway by sending us a message!”

Remember, CTAs don’t always have to push for sales. Engaging your audience can be as simple as asking a question or requesting a reaction.

The objective is to steer clear of ambiguous statements that leave your followers uncertain about how they should engage with your content. Make the path plain and obvious for them!

9. Don’t Ignore Analytics

Paying close attention to your social media analytics will give you an understanding of your followers’ interests, when they are online and how they are interacting with your content. 

Every like, share, comment, and click-through is powerful information to help you tailor your content and strategy to resonate more deeply with your audience. 

social media do's and don'ts

Be proactive and monitor your analytics regularly. This is a great way to help you identify posts that have more engagement and give insight into what social media posts you need to create. 

Don’t ignore your analytics, use the information to avoid social media mistakes and create effective content that increases brand awareness and engagement.

10. Don’t Sacrifice Quality for Quantity

It’s better to share less content that highly delivers, rather than flooding feeds. Created content that gives value and represents your brand. 

Never sacrifice quality for frequency. Post at a rate that works for you and your business.

Use scheduling tools to help you keep up with social media, research what your followers are truly looking for, and create content that resonates. 

If you find yourself struggling to keep up with creating quality content, but you know you need an online presence, then engage a Social Media Manager to support you.

Social Media Managers can work with you to create content, generate ideas and schedule your socials ahead of time. 

Making the entire process simple. Don’t stretch yourself too thin or burn out. Know your limits and engage support if needed.

Sales & Marketing Funnel

Final Thoughts

There you have it—20 social media do’s and don’ts for small business. Focus on understanding your audience, set measurable goals, and post engaging content consistently. 

Remember not to lose sight of personal touches or ignore comments. Focus on building genuine relationships and use the right social media platform that resonates with your business and audience.

Getting your social media presence right takes ongoing testing and optimisation. Keep tweaking your strategy based on performance and analytics.

And if you need help be sure to reach out to us, as we offer social media management services.

From setting up your social media accounts to researching relevant content ideas, creating posts, analysing the data and so much more.

Reach out to us today and book a free discovery call to learn more.

Disclosure: Some of the links in this post are ‘affiliate links.’ This means if you click on the link and purchase the item, we will receive an affiliate commission.


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