There’s no two ways around it – social media is an essential part of the marketing mix for small business owners. It's a great way to connect with customers, build brand awareness, and drive sales. However, managing several different platforms can be a daunting task, especially for small business owners who are already juggling multiple responsibilities. Which platforms are right for us? Should we be on all of them? How in the world can we keep up with the next big thing?  To help you get the most out of your online efforts, here are some dos and don'ts of social media management for small business owners:

Social Media Dos:

1. Set clear goals

   Before you start posting on social media, it's important to set clear goals for what you want to achieve. Do you want to increase brand awareness? Drive traffic to your website? Generate leads? Having clear goals will help you create a more effective social media strategy.
   
   

2. Know your audience

   To create content that resonates with your audience, you need to know who they are and what they're interested in. Use analytics tools to gain insights into your audience demographics, interests, and behaviors.
   
   

3. Post regularly

   Consistency is key when it comes to social media. Posting regularly will help you stay top of mind with your audience and keep them engaged with your brand. However, be careful not to post too often, as this can overwhelm your audience. Balance is key!
   
   

4. Engage with your audience

   Social media is a two-way conversation. Engage with your audience by responding to comments, asking for feedback, and sharing user-generated content. This will help you build stronger relationships with your customers and increase brand loyalty.

Social Media Don'ts:

1. Ignore negative feedback

   Social media can be a double-edged sword. While it can be a great way to connect with customers, it can also expose you to negative feedback. Don't ignore negative feedback, as this can make the situation worse. Instead, respond to negative comments in a professional and constructive manner. Interacting with the most distraught customers will show the rest of the world that your brand listens and cares. That goes a long way in the digital world, where more than half of companies interact less than half of the time. Stand out from the crowd, and make the situation right – publicly.
   
   

2. Post irrelevant content

   It's important to stay on brand when posting on social media. Don't post content that is irrelevant to your business or your audience. This can confuse your followers and damage your brand reputation. Also, don’t let the new guy “take a stab” at posting. While a different perspective can be at times beneficial. You’ll want to stay consistent in your messaging and voice.
   
   

3. Over-promote

   While social media is a great way to promote your business, it's important not to overdo it. Constantly promoting your products or services can come across as spammy and turn off your followers. People want interaction, not interruption.
   
   

4. Buy followers

   No, no no. Just… NO. While it may be tempting to buy followers to boost your social media presence, this is NEVER a good idea. Bought followers are typically bots or inactive accounts, which won't engage with your content or drive sales. Plus, a sudden boost of 5,000 followers looks awfully suspicious to real people, and that will burn the trust-bridge right off the bat. Focus on growing your audience organically by creating valuable content and engaging with your followers.

Though social media management can be a challenge for small business owners, by following these dos and don'ts, you can create a more effective social media strategy that drives results. Lastly, remember to track your progress! As the old saying goes, “if you don’t measure it, it’s not real.”