Getting Social: A Small Business Guide to Winning Big on Social Media By Chris Smith, Bknown Media Let’s start with the good news: your customers are online. The bad news? So is everyone else. But here’s the great news: most of your competitors are winging it. Which means you, savvy business owner, have an opportunity to stand out with a real strategy. At Bknown Media, we’ve helped businesses big and small go from “Wait, we need social media?” to “Wow, we’ve got a real following!” In this article, we’re breaking down the fundamentals of getting your small or medium-sized business up and running on social media. We’re keeping it simple, because the last thing you need is another confusing marketing buzzword. Let’s get started. Why Should Your Small Business Be on Social Media? Because your audience is already there. They’re scrolling, shopping, laughing at memes, and sometimes even learning something. Social media is one of the most cost-effective ways to: Build brand awareness Engage directly with your customers Showcase your expertise Drive traffic to your website Generate leads and boost sales You don’t need to be everywhere, but you do need to be somewhere. Let’s talk about how to find your sweet spot. Step 1: Set Your Strategy (Before You Set Your Status) Social media without a strategy is like showing up to a potluck empty-handed. It’s just awkward. Define Your Target Audience Who are you trying to reach? Consider age, interests, location, buying habits, and the type of content they enjoy. Craft Your Message Focus on your audience’s pain points. Are they overwhelmed, uninformed, or short on time? Position your product or service as the solution—just don’t be overly promotional. Helpfulness wins attention. Pick the Right Platforms Different audiences use different apps. Here are a few examples: A local yoga studio might thrive on Instagram and Facebook by sharing class photos and testimonials. A B2B supply company will likely see better engagement on LinkedIn by offering industry insights. A food truck startup can leverage TikTok and Instagram Reels to show off their menu in action. Step 2: Synchronize Your Social Channels Managing multiple accounts can feel overwhelming. Luckily, there are tools that make it easier. Try out: Buffer – Simple to use and free for up to three platforms Later – Great for visual scheduling and perfect for solo users Every post should include a clear call-to-action (CTA). Encourage followers to take a step, such as visiting your website, signing up for your newsletter, or following your page. When people find your content valuable, they want more. Make it easy for them to get it. Step 3: Start Posting This is where the fun begins. Keep things simple when starting out. You don’t need an elaborate calendar or a team of 10. Focus on: One or two platforms One to three posts per week Content that educates, entertains, or solves a problem Consistency is more important than perfection. If you’re short on time, consider getting outside help (that’s where we come in). Start with valuable content and share a tip your audience can actually use. People remember what helps them. Step 4: Review Your Conversations Social media is a two-way street. Pay attention to how your audience interacts with your posts. Respond to questions and thank people for their input. If someone leaves a negative comment, don’t panic. Respond professionally and look for ways to turn the situation into a positive. Watch for posts or topics that generate a lot of interaction and consider incorporating more of that into your strategy. If someone tags your business, reply. Being social is part of the name, after all. Step 5: Stay Active Even on the days you don’t post, you can still be active on social media. Join relevant groups or communities. Leave comments on other pages. Share other people’s content if it adds value to your audience. When you consistently show up online, you start becoming recognized as an expert in your space. That visibility can drive people to your social pages, your website, or even your inbox. And let’s face it, there’s something powerful about being seen as the go-to expert in your field. Step 6: Expedite Growth with Ads If you want to speed things up, social media ads can help. You don’t need a big budget or a digital media degree to make it work. Start by boosting an existing post that’s already getting engagement. Then define your audience based on location, age, interests, and behaviors. Set a budget, even if it’s just five dollars a day. Other ad options to try: Facebook Lead Ads – Great for collecting email sign-ups Instagram Story Ads – Quick, engaging, and excellent for mobile users Try different ad types, monitor results, and adjust as needed. Testing is part of the process. Step 7: Analyze Your Results This step is often overlooked, but it’s the most important one. Tracking your performance data will help you understand what’s working and what’s not. Focus on two main metrics: Engagement – Likes, comments, and clicks show people are interested Shares – This tells you your content is valuable enough to pass on Every couple of months, review your posts to see what worked well. Look for patterns. Are certain topics resonating more than others? Use those insights to shape your next wave of content. Don’t just keep doing what’s easy—keep doing what works. Key Takeaways Starting a social media strategy for your small business doesn’t require magic or millions. It just takes patience and a plan. Let’s recap the steps: Set your strategy Sync your platforms Start posting Review your audience interactions Stay active and visible Try ads to grow faster Analyze your data and adjust Success won’t happen overnight, and “going viral” is more of a lottery ticket than a business strategy. But with consistent effort and a smart approach, you’ll start to see results. You’re Closer Than You Think Plenty of small businesses have found big success through social media. A