Running a small business successfully is all about relationships, from networking with colleagues to listening to crucial financial investment advice. However, social media has challenged traditional methods of doing things.
In today’s climate, professionals need to know how to act and communicate via these key tools. Talking online using sites such as Instagram, X, Facebook, and LinkedIn requires a different touch than other forums and plenty of faux pas could get in the way of an expanding financial plan. Because of these potential problems, small business owners may want to take note of a few useful steps to improve etiquette on social media.
Don’t Share Too Much
When it comes to a person’s own social media page, they often have no problem sharing every little detail about their life. This includes their most recent meal, what they are doing for the night, the last movie they saw and their opinions about politics. However, for small businesses, a bit more discretion is advisable.
According to Entrepreneur magazine, oversharing on social media is bad. The small parts of running a company probably won’t entertain everyone, and it is better to keep things focused on the marketing strategy, building relationships and reaching new clients. This way, more time will be left to have actual conversations with other users. In fairness, it is easy to enjoy the benefits of electronic communication while forgetting the value of human-to-human contact. Small business owners should always find time to talk in-person, even if that means a simple phone call.
Be Polite and Respectful on Social Media
It is surprising how few people communicate with decency while online. It seems that the anonymity of the Internet empowers some to forget common rules of etiquette. This should never be the case for a small business owner, however.
Barry Moltz, of the Shafran Moltz Group, wrote in an article for the American Express OPENforum that social media users should be respectful of other people’s content online. To put it into perspective, think about a colleague’s Facebook page like their home. They wouldn’t want another person coming in, messing it up and saying how awful everything is. This holds true while online, and it can be easy to forget that politeness goes along way, especially when communicating with an unruly customer.
Platform-Specific Advice
To effectively engage your audience, tailor your content strategy to each platform’s unique strengths:
- X. Use short, concise updates, share industry news, and engage in real-time conversations with hashtags.
- Facebook. Focus on community building by sharing stories, behind-the-scenes posts, and hosting live events.
- LinkedIn. Share professional insights, thought leadership articles, and networking opportunities tailored to your industry.
- Instagram. Post high-quality visuals, leverage Stories and Reels for quick updates, and collaborate with influencers.
- TikTok. Create engaging, trend-driven videos to reach younger audiences and showcase creativity.
- Pinterest. Use visually appealing graphics and how-to content to drive traffic to your website or blog.
Metrics and Success Measurement
To assess your social media performance effectively, track key metrics that provide valuable insights into your strategy’s success. Monitor engagement rates, including likes, comments, shares, and clicks, to evaluate how well your audience is interacting with your content. Analyze follower growth to understand changes in your audience size over time, and track conversion rates to see how many social media leads turn into actual sales or inquiries.
Measure impressions and reach to determine how many users are viewing your content, and use analytics tools to assess referral traffic from social media to your website. Regularly reviewing these metrics allows you to fine-tune your approach and optimize for better results.
How To Engage With Your Social Media Followers
Boost audience interaction and foster meaningful connections with these strategies:
- Reply to comments and messages. Show customers that you value their input by responding promptly.
- Ask questions. Encourage dialogue by posting polls, surveys, or open-ended questions.
- Host contests or giveaways. Reward your followers and increase visibility by offering prizes.
- Use video content. Videos tend to attract higher engagement rates, so invest in creating engaging and authentic video posts.
- Collaborate with influencers. Partner with trusted voices in your industry to expand your reach.
Boost Your Social Media Success With Tips From FUBT
Social media can be a powerful tool for small businesses when used strategically. By tailoring your content to specific platforms, tracking meaningful metrics, managing crises effectively, and fostering engagement, you can build strong relationships and drive growth. Start enhancing your online presence today—evaluate your strategy, refine your content, and connect with your audience like never before. Explore First United Bank & Trust’s blog for more tips and tricks for your small business, or learn more about our business banking.