Last Updated on April 20, 2025
Are you still not using social media for your small business marketing? Warren Laine-Naida and Bridget Willard tell you why you should be.
Key Takeaways: TL;DR
Social media remains critical for small businesses, even as AI tools advance. Especially as AI tools advance.
Human Connection Over Automation
Social media requires authentic engagement to build trust and loyalty. Automated interactions lack nuance and fail to create meaningful relationships, which are essential for long-term success.
Time Investment for Impact
Results from social media efforts typically take 3–6 months to materialize, requiring consistent effort and genuine interaction (similar to SEO). The focus should be on strategic content that addresses specific audience needs, like Bridget Willard’s example of targeting niche search intent (e.g., “vegan hamburger recipes” instead of generic terms).
Integration with Digital Presence
Social media is part of a broader ecosystem that includes SEO, accessibility, and sustainable practices. For example, content should be machine-readable (for AI-driven search) while remaining human-centric to foster engagement.
Conversational Strategy
Effective social media involves asking questions, understanding customer pain points, and delivering value. Without this, communication becomes “noise” akin to ignored banner ads.
Free Marketing
Social media is free. You have access to anyone, in any country – people and businesses – 24/7 without paying a fee. Your marketing budget will thank you.
Social media is not a magic wand. It’s a handshake, a wave from across the street, the smile you give when someone enters your shop.
For small businesses, social media is less about shouting the loudest and more about starting conversations that matter. You can’t sell anything without first having a conversation, so don’t try cutting corners.
AI and automation promise quick wins, but the real value, still, comes from being human.
The Human Touch in a Digital World
People thrive on relationships; so do small businesses. Social media isn’t just a megaphone for your latest offer—it’s the digital extension of your front counter.
Social is the action, media is simply the method. Social media is where you ask questions, listen to stories, and share a bit of your own. People buy from people. Authenticity and empathy aren’t hashtags, so step up your game.
“Conversations don’t just happen like magic or well-programmed AI. The tools we need are strategy, empathy, and focus.” Warren Laine-Naida
Time, Patience, and Consistency
Good things take time. You won’t see results overnight. Like everything else, social media takes time—three to six months, sometimes more, before you notice your followers are taking off and people are becoming your best advertising. But those first likes and comments? They’re the beginning of trust. Stick with it. Show up. Respond. Be present. It’s not about being everywhere, but about being somewhere, consistently.
Social Media for Business vs. Personal Use
Let’s be honest: posting a selfie or sharing a cat video isn’t the same as building a brand. Personal use is spontaneous, casual, and often just for fun. Business use is intentional, strategic, and always with your audience in mind. Your business social media is about your customers’ world, not just your own.
Social Media is about making connections. Social Media Marketing is about getting your business in front of customers.
| Personal Social Media | Business Social Media |
|---|---|
| Share what you like | Share what helps your customers |
| Casual, unplanned posts | Planned, strategic content |
| Friends and family audience | Customers and community audience |
| Fun, self-expression | Value, trust, and service |
A Simple Step-by-Step Guide for Small Biz Beginners
“3 connections, 2 comments, 1 new post each day. You can do it in 5 minutes a day.” Bridget Willard
1. Set Your Intention – what is your goal?
Decide what you want social media to do for your business. Is it awareness? Engagement? Sales? Start with one clear goal.
2. Pick Your Platform – where are your customers?
Don’t try to be everywhere. Choose one platform where your customers spend time—Facebook, Instagram, LinkedIn, or another.
3. Tell Your Story – people buy stories, not products. Share why you do what you do. Show behind-the-scenes moments. Introduce your team. People connect with people.
4. Listen and Respond – listen, think, and then talk.
Social media is a two-way street. Ask questions, reply to comments, and thank your followers. Be present.
5. Share Value – social media isn’t an online shop.
Offer tips, answer FAQs, or highlight customer stories. Make your posts helpful, not just promotional.
6. Be Consistent – people need to be able to rely on you. Post regularly. Even once or twice a week is enough if you keep it steady.
7. Measure and Adjust – measure twice, cut once.
Check what works—likes, shares, comments—and do more of it. Don’t be afraid to try new things.
Final Thoughts
Social media for small businesses is not about chasing every trend or gaming the algorithm. It’s about showing up, being real, and building relationships—one post, comment, and conversation at a time. That’s how you grow, online and off.
The Only Social Media Marketing Book You Need
If you’ve heard of the series I’ve written with Bridget Willard, “The Only Online Marketing Book You Need,” then you’ll be excited that we’ve partnered up again to write one just for social media.
Coming to Amazon: May 2025
With an Introduction by Rob Cairns
Guest Chapters on Reddit by Amy Donohue and X by Chef Sarah
