You’re a New Small Business Owner and a Social Media Neophyte: You’ll be Fine.

Starting and growing a thriving business commands attention in so many different directions. Social media is just one piece of the puzzle a small business owner must fit together with all the other pieces to run a successful business. Overlooked, it could hurt a small business.

If you are a social media neophyte to boot, the commitment to post content to social media as a new small business owner can be daunting.  What platforms should I use? What content should I post?  How often should I post? How much time should I be spending on engagement? Never mind, that you’re scratching your head that the “pound” symbol on the phone is now called a hashtag and that ‘”tagging” isn’t the same thing you did as a store clerk when you were in your teens. At least a “handle” is still a nickname but the older association of it being truckers using CB radios is no longer top of mind.

So, if you’re part of the older generation that did not grow up with social media, nor adopt it later in life, and who is hoping to run your own small business, maybe a quaint coffee house in a small tourist town, I thought I’d put myself in your shoes today to provide some suggestions to introduce social media into your business. The key is to start small, experiment and go from there.

Customers in Coffee Shop
Coffee Shop

Some Facts

When it comes to social media, Facebook has the largest number of users. Twitter and Instagram are well known platforms and while Twitter has been around longer, Instagram has more users. Unless you have money set aside to pay someone to create content and manage your social media accounts, carrying out this yourself for the three most well-known social media platforms will consume too much of your time initially that you need to spend elsewhere.

But, social marketing increases your exposure, so you can’t ignore it. You will need to choose one or two platforms to start with. Start with the platform that is used most by the customer base for your coffee shop.

If you want to target a younger clientele, six out of ten Instagram users are 18-29, so it would be good choice. The biggest category of Twitter users is the 25 to 24 age group and the 35 to 44 age group, but Twitter users also represent a much smaller overall user group than Facebook or Instagram.

Facebook’s biggest users are the older demographic with the 65+ group growing.  Facebook isn’t being used as much by the younger generation anymore, with teens preferring Instagram and Snapchat. Younger users do use Facebook Messenger for talking (audio and video) and texting but not so much the other features of Facebook. Will they start to use Facebook when they are older?  

If you’re looking to attract both locals in town and tourists of all age groups, but primarily those in their twenties, thirties and forties, I would jump on the Instagram bandwagon as it is a newer platform, one that is growing and is most popular with the 18 to 29 group. After you have experimented with Instagram for a year, you can then decide whether or not to add another platform once you’ve assessed how you are doing with Instagram.  

Man holding white cell phone with Instagram application on screen

Visual Appeal and Engagement

Because you’re using Instagram, you will need pictures or videos, and this is true regardless of platform, as using pictures and video is essential to create visually appealing content. More than this, you need to create content that your customer base can relate to, that entertains them, that asks them questions or asks them their opinions, so interaction or engagement occurs. And, you will need to set aside time every day to respond to comments or complaints by those that follow you on Instagram.

Calendar of Social Media Content

Setting out a calendar of social media content to publish is a good idea.  Why?  You need to communicate regularly with your audience in social media.  It doesn’t do much good to have an Instagram account and use it once every week or two.  You need to communicate daily. Minimum of one-a-day, like the vitamins! If you had other social accounts, you would need to communicate on those too, and the old “copy and paste” the same thing from one platform to the next isn’t terribly original.

Mac Book with Calendar on Screen
Social Media Calendar Planning

Back to your Instagram account. Posting at least one item per day to your Instagram account means 365 postings in a year. How are you going to come up with 365 things to communicate with your audience? You can schedule posts in advance using a variety of tools on the market such as Hootsuite, but you need ideas for content and you need to create it.


You could start by populating the calendar with holidays, celebration days and local events in town. You could wish your customers the best of the holidays, safe travels on their holidays and ask them about their plans. On celebration days like Valentine’s Day, Mother’s Day, Father’s Day, Earth Day, or Halloween, you could have special promotions to encourage people to drop in and talk about their plans on those days on social media. For local events or attractions in town, you could create awareness and help promote attendance and have followers discuss their plans to visit.

That still leaves a lot of gaps in the calendar. So what else can you post about?

Features of regular customers or out of towners, employees, suppliers, and other local businesses are good ways to get engagement. Promoting charitable organizations or causes you feel strongly about are worthwhile postings.

You could choose a day of the week (like Mondays) for special offerings and promote it on social media every week. A Question of the Week about coffee, local history, current events in town can spark engagement.  Posting about new products is always a good enticement on social media. Days throughout the year can be designated as customer appreciation days.

Just like searching for a conversation starter with a stranger, there is always the weather to discuss. A post of a picture of the coffee house storefront in the sunshine with the doors wide-open with customers inside enjoying coffee and conversation or on the patio out back would generate comments.

Lastly, on the days when you are just scratching your head for things to post, you could provide inspirational quotes or a simple thank you to customers.

The Moral of the Story?

Don’t be afraid. Do some reading and grab the bull by the horn and try one social media platform that you think makes sense. You are a business owner after all, you can figure this out! Yes, you’ll make some mistakes, but that is part of the process and will make you better in the long-run. Get help with social media if you really feel you need it, but learn it, and master it so you can do it yourself. You’ll be an old hand at it before you know it and have the flexibility to do it on your own. It is the unknown, but it’s not as scary as you think.

Do you have other ideas to engage with customers in this line of business on social media?

Facebook: You’re a New Small Business Owner and a Social Media Neophyte: You’ll be Fine.

Twitter: You’re a New Small Business Owner and a Social Media Neophyte: You’ll be Fine. #SocialMedia

5 thoughts on “You’re a New Small Business Owner and a Social Media Neophyte: You’ll be Fine.

  1. I really enjoyed reading this. I was a small business owner that muddled through posting on social media. We started with Facebook, then added Instagram, finally tried Twitter. I did exactly what you described above. Trial and Error. We would also have specific days like “Thursday Curdsday” (we made fresh cheese curds every Thursday). Another small business I work for has specific days like “Wedding Wednesday”, “Testimony Tuesday” we found these really help to fill in the days you just don’t know what to post. The list can go on, shout out Saturday, thank you Thursday, but i digress.
    Thanks again, j

  2. I agree that social media is such a great way to promote a small business and to feature what’s new and unique about it. As a consumer, I love getting new product updates via social media – that sends me back to the website to see what’s new and exciting. Also, to get a consumer’s attention, email has now been overused. I know that my email filters promotional messages into a separate section that I rarely even check.

  3. Social media is a great opportunity for small businesses to show how they are unique and what they have to offer. As a consumer, I prefer to buy from local or unique enterprises, and it helps when I find out about new products/services through my social media channels. The use of email to send consumers information on promotions and products can be overused – most of these emails can be filtered out. Social media is a wonderful way to engage with customers and to get feedback from customers. I like the idea of adopting one platform to start with. Sometimes if we try to do it all it becomes too overwhelming to maintain.

  4. Social media can be so intimidating and I can understand why business owners can be fearful of embracing this communication tool. Your advice is excellent and also echoes the experience of a friend of mine had opening her business a couple of years ago. The biggest obstacle she faced was Google (which is a whole course in and of itself) and the next was how to best use social media. She also found that targeting specific neighbourhood groups on Facebook worked well for her.

    I think some business may be wary of putting themselves out there on social media because sometimes the most innocuous-sounding message can be misconstrued and have serious consequences to the business. I think it is always best to have fresh eyes look at all content before it’s sent out.

  5. Thanks for sharing your post Sharon!
    I loved the images and they really caught my attention. I’m not sure if I’m tired, but I really appreciated scrolling through the bolded find the content I was directly looking for, at this time of day I found it a lot to read. I definitely loved the content calendar ideas and can’t wait to post about National Pretzel Day.

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