The dos and don’ts of social media content creation for small businesses

The dos and don'ts of social media content creation for small businesses

Alright, social media mavens and small business superstars, buckle up! We’re about to embark on a wild ride through the dos and don’ts of social media content creation. It’s gonna be more exciting than trying to explain TikTok to your grandma!

But first, let me spin you a yarn from the social media trenches. Picture this: It’s 2016, and I’m managing social media for a small business that sells… wait for it… artisanal, hand-crafted mustache wax. (Yes, that’s a thing. No, I don’t know why people need their mustaches to be extra waxy, but here we are.) I thought I’d hit the jackpot with a brilliant idea: a series of posts featuring historical figures with photoshopped, waxed mustaches. Imagine Abraham Lincoln with a handlebar ‘stache. Hilarious, right?

The result? Crickets. Tumbleweeds. The sound of followers unfollowing faster than you can say “hipster facial hair.”

Turns out, not everyone appreciates Mona Lisa with a mustache. Who knew?

So, how do you create social media content that doesn’t just sit there like a waxed mustache on the Mona Lisa, but actually engages your audience and grows your business? Well, grab your favorite caffeinated beverage (or a glass of wine, I don’t judge), and let’s dive into the dos and don’ts of social media content creation for small businesses!

The Dos: Your Social Media Superhero Toolkit

  1. Do Know Your Audience (Like, Really Know Them)

First things first, you gotta know who you’re talking to. It’s like going on a blind date – if you don’t know anything about the person, you’re gonna end up talking about the weather and your pet goldfish.

Here’s how to get cozy with your audience:

  • Create buyer personas: These are like imaginary friends, but for marketing. Give them names, jobs, hobbies, fears, dreams. The works.
  • Use analytics: Most social platforms have built-in analytics. Use them. They’re like a crystal ball, but with more pie charts.
  • Actually talk to your customers: Revolutionary concept, I know. But actual conversations can give you insights that data can’t.

I once worked with a client who swore their target audience was millennials. Turns out, their biggest fans were middle-aged dads. We had to quickly pivot from avocado toast memes to dad jokes. The lesson? Never assume. Always investigate.

  1. Do Be Consistent (But Not Boring)

Consistency in social media is like flossing – it’s not exciting, but it’s essential for long-term health. (Of your brand, not your teeth. Although, you should probably floss too.)

Here’s how to stay consistent without putting your audience to sleep:

  • Create a content calendar: It’s like a roadmap for your social media journey. Without it, you’re just wandering in the digital desert.
  • Develop a brand voice: Is your brand the cool aunt or the reliable accountant? Figure it out and stick to it.
  • Use templates: They’re like your favorite pair of jeans – reliable, comfortable, but you can dress them up or down.

I once worked with a bakery that posted nothing but product photos for months. Their engagement was flatter than a failed souffle. We mixed it up with behind-the-scenes content, customer stories, and baking tips. Suddenly, their feed was rising faster than yeast in warm water.

  1. Do Engage With Your Audience (They’re People, Not Numbers)

Social media isn’t a megaphone, it’s a telephone. It’s a two-way street, a dialogue, a… okay, you get the point. Talk with your audience, not at them.

Here’s how to be more engaging than a ring in a surprise proposal:

  • Respond to comments: All of them. Even the weird ones. Especially the weird ones.
  • Ask questions: People love sharing their opinions. Give them a chance to sound off.
  • Run contests and giveaways: Everyone loves free stuff. It’s like catnip for humans.

I once ran a “Caption This” contest for a pet store. The winning caption for a photo of a grumpy cat was “I asked for a pyramid in Egypt, not this cheap cardboard one.” It got more engagement than all their product posts combined. The lesson? People love a chance to be clever.

  1. Do Use Visuals (Because A Picture Is Worth a Thousand Tweets)

In the world of social media, visuals are king. They’re the attention-grabbing, scroll-stopping superstars of your feed.

Here’s how to visual like a boss:

  • Use high-quality images: Blurry photos are so 2007.
  • Create infographics: They’re like the Swiss Army knife of visual content – informative and shareable.
  • Experiment with video: Short, snappy videos are the caviar of social media content.
  • Try GIFs: They’re like the dad jokes of the internet – cheesy, but people love them anyway.

I once created a simple GIF of coffee being poured into a cup for a local cafe. It was hypnotic. People watched it loop for ages. The cafe saw a 30% increase in foot traffic. Never underestimate the power of a good GIF.

  1. Do Provide Value (Be the Solution, Not the Problem)

Your content should be more useful than a Swiss Army knife at a camping trip. Give your audience something they can use, learn from, or at least chuckle at.

Here’s how to be more valuable than a coupon for free pizza:

  • Share tips and tricks: Be the life hack guru of your industry.
  • Create how-to content: YouTube exists for a reason. People love learning stuff.
  • Curate relevant news: Be the go-to source for what’s happening in your field.
  • Solve problems: Be the superhero your audience needs.

I once worked with a gardening supply store that started sharing daily “Plant Parenting Tips.” Their followers grew faster than weeds in an untended garden. Turns out, people really wanted to know how to keep their succulents alive. Who knew?

The Don’ts: Avoid These Social Media Sinkholes

  1. Don’t Be a Spammy Sam (Nobody Likes Spam, Unless It’s in a Can)

There’s a fine line between being active on social media and being that annoying person who won’t stop talking at a party. Don’t cross it.

Here’s how to avoid being more annoying than a mosquito at a camping trip:

  • Don’t over-post: Quality over quantity, folks. It’s not a race.
  • Avoid too many sales pitches: Your feed shouldn’t look like a used car lot.
  • Don’t buy followers: Fake followers are like Monopoly money – they look good, but they’re worthless in the real world.

I once worked with a client who insisted on posting every hour, on the hour. Their engagement dropped faster than a hot potato. We scaled back to 2-3 quality posts a day, and voila! Engagement skyrocketed. Sometimes, less really is more.

  1. Don’t Ignore Negative Feedback (It’s Not Personal, It’s Business)

Negative comments are like vegetables – nobody likes them, but they’re good for you. They provide valuable feedback and a chance to show off your stellar customer service.

Here’s how to handle negativity like a pro:

  • Respond promptly: The longer you wait, the angrier they get. It’s like a ticking time bomb of customer dissatisfaction.
  • Be professional: Kill ’em with kindness. It’s harder to be angry at someone who’s nice.
  • Take it offline when necessary: Some conversations are better had in private. Like breakups. And complex customer service issues.

I once dealt with a very angry customer on a fashion brand’s page. Instead of ignoring her, we addressed her concerns publicly, then took the conversation private. She ended up becoming one of our biggest advocates. The lesson? Sometimes, your biggest critics can become your biggest fans.

  1. Don’t Be a Robot (Unless You’re Actually Managing Social Media for Robots)

Authenticity is key on social media. People want to interact with humans, not automated response machines.

Here’s how to be more human than a robot in a skin suit:

  • Show personality: Let your brand’s unique voice shine through.
  • Share behind-the-scenes content: People love feeling like insiders.
  • Admit mistakes: If you mess up, own it. People appreciate honesty.
  • Use humor (carefully): A well-placed joke can work wonders. Just make sure it’s appropriate for your brand.

I once managed social media for a local bookstore. We started sharing “Shelf Selfies” – photos of staff with their favorite books. Engagement went through the roof. People loved seeing the real faces behind the business.

  1. Don’t Jump on Every Trend (Unless You Want to Look Like Steve Buscemi Saying “How Do You Do, Fellow Kids?”)

Trends are like fashion – not everything looks good on everyone. Choose the trends that align with your brand, and leave the rest for the teenagers on TikTok.

Here’s how to trend responsibly:

  • Evaluate relevance: Does this trend make sense for your brand?
  • Consider timing: By the time you’ve noticed a trend, it might already be over.
  • Don’t force it: If it doesn’t feel natural, don’t do it. Forced trendiness is like your dad trying to use slang. It’s just uncomfortable for everyone.

I once saw a funeral home try to jump on the “Ice Bucket Challenge” trend. Yeah, it was as bad as you’re imagining. Some trends are better left unfollowed.

  1. Don’t Forget to Proofread (Because Nothing Says “Unprofessional” Like a Typo)

Typos on social media are like spinach in your teeth at a job interview – embarrassing and easily avoidable.

Here’s how to keep your content cleaner than Mr. Clean’s shiny dome:

  • Double-check everything: Read it, re-read it, then read it backwards.
  • Use tools: Grammarly is your friend. So is a human proofreader.
  • Be extra careful with hashtags: #SusanAlbumParty looks a lot different than #SusAnalbumParty. Just ask Susan Boyle’s marketing team.

I once saw a bakery post about their “Grandmother’s Secret Recepies.” The internet had a field day with that one. Always proofread, folks. Always.

Wrapping It Up (In a Perfectly Crafted Social Media Post)

So there you have it, folks – the dos and don’ts of social media content creation for small businesses. Let’s recap:

Do:

  1. Know your audience like you know your coffee order
  2. Be more consistent than your gym routine (but hopefully more fun)
  3. Engage with your audience like you’re at a cocktail party (minus the actual cocktails)
  4. Use visuals that are more eye-catching than a neon sign in Vegas
  5. Provide more value than a 2-for-1 coupon on pizza night

Don’t:

  1. Spam more than a Monty Python sketch
  2. Ignore negative feedback like it’s a parking ticket
  3. Be more robotic than a sci-fi movie extra
  4. Jump on trends faster than a cat on a cucumber
  5. Forget to proofread (seriously, just don’t)

Remember, creating great social media content is like cooking – it takes practice, experimentation, and sometimes a willingness to order takeout when it all goes wrong. But when you get it right? It’s pure magic.

Now go forth and create social media content that’ll make your followers hit that like button faster than you can say “viral post!” And if you ever find yourself needing to create content for an artisanal mustache wax company… well, give me a call. I’ve got some ideas. (And this time, they don’t involve defacing classic artwork.)

Sources:

  1. Hootsuite: How to Create a Social Media Strategy in 8 Easy Steps
  2. Sprout Social: How to Build Your Social Media Marketing Strategy for 2023
  3. Buffer: Top 7 Social Media Sites for 2023
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