As a small business owner, you wear a lot of hats. Social media manager is probably one of them; and let’s face it, social media can be very time consuming. With a little end-of-summer cleaning, a good focus and a maintainable plan, you will be well on your way to social media success.

Narrow the Focus

The first step in planning social media content for your small business is to focus your channels by considering where your target market spends their time online. It is better to do on or two outlets well, than spread your time too thin over several. Repurposing the same content on various platforms can be advantageous in saving some time, but often it is overdone. I have come across small businesses who where “on Twitter” but they had only set up a service that automatically tweeted all of their Facebook statuses. Twitter is all about frequent interaction with others; automated tweets kill credibility.

10 Minute Tune-Up

After you have narrowed down which platforms your company needs, it is time to spend a few minutes cleaning up those accounts. Are the correct business hours listed on your Facebook page? Do all of your social media accounts link back to your website? Is your phone number and email address listed wherever possible? Are you utilizing the bio section? Our fast-paced society is all about having information at their fingertips in a matter of seconds. This maintenance goes a long to make a better experience for your audience and it only takes a matter of minutes. This is also a good time to make sure you are using a consistent logo for your profile images. Learn more about the importance of brand consistency here.

Stay Focused

It is easy to get caught up in the wrong numbers when it comes to social media. Followers, likes and retweets are all beneficial in getting your brand in front of more eyes, but if those numbers aren’t leading to increased conversions then they are just numbers. Keep your focus on selling. This doesn’t mean your posts need to be sleazy or overly salesy, rather that you need to work on telling your brand story and building a loyal following. Be sure your efforts are in attracting the right audience and including the occasional call-to-action.


Perhaps the best way to reduce the amount of time social media takes is to set aside time each day (or a few times a week) to spend on content creation and responding to comments. It is all to easy to hop on social media to post an update and find yourself still scrolling through feeds an hour later. Set a timer if you need to. It is also helpful to use a service like Buffer to schedule posts in advance. I like to sit down and write a few posts all at once.

Get Inspired

I have put together a list of types of content you can post, keep this nearby whenever you feel stuck.

  • Behind-the-scenes photo
  • Inspirational quote that relates to your audience
  • Introduce an employee
  • A link to your blog post
  • Post about seasons/holidays that relates to your business
  • Ask your audience a fill-in-the-blank question
  • Share a video about your company
  • Address a common misconception about your industry
  • Share a meme that your audience can identify with
  • Share positive customer reviews/testimonials
  • Explain a confusing concept with an animation or infographic
  • Incentives and promotions
  • Share business milestones
  • Ask audience to caption your photo
  • Industry news
  • Event details
  • Reviews of products/services your audience uses
  • FAQ answers
  • Workspace photo
  • Repurpose popular blog posts

One more tip: Find your brand voice and keep it consistent. Try listing three words that describe your tone (personable, helpful, inspirational) and make sure everyone who posts to the social media accounts on behalf of your business use these as a guideline for writing content.