People are talking – you should at least join the conversation

If social media feels complicated, time-consuming, or just not worth it—you’re not alone. A lot of small business owners either avoid it completely or try to do too much and give up. The reality sits somewhere in the middle: Social media can help your business—but success is more likely if you start simple.

Start with one platform—not five

Trying to manage multiple platforms is the fastest way to turn this into a chore. Start with one platform:

• Something you’re comfortable using
• Somewhere your customers already spend time

And people of different ages, generations, and demographics seem to gravitate toward different platforms, with some overlap of course. As a general guide:

• Gen Z (born 1997–2012): Instagram, TikTok, Snapchat
• Millennials (born 1981–1996): Facebook, Instagram, X (formerly Twitter)
• Gen X (born 1965–1980): Facebook, Instagram, Pinterest, LinkedIn
• Baby Boomers (born 1946-1964): Facebook

If you’re unsure which to try first, Facebook is the most practical starting point for most small and local businesses.

Start with Facebook—set up the basics and move on

Getting started doesn’t need to be a huge project, just focus on the essentials. When you begin the process of creating your Facebook business page, these will be the initial steps:

• Add your Page name – this would likely be your business name.
• Add a Category – once you start typing, you’ll be given options to select from.
• Add a Bio – this is your chance to introduce yourself. Write the bio like you’re speaking with someone in person… be friendly and concise, tell them exactly what you do and where you do it.
• Add a profile photo – this would likely be your company’s logo. Optimal size is 320 x 320 pixels, but if you upload something that’s round or square, and large enough that it won’t be stretched and pixelated to fit, you should be fine.
• Add a cover photo – this could be a photo of your storefront, a picture of your staff, a shot of your booth at an event, etc. Optimal size is 400 px W x 150 px H. Try to choose something that warm, friendly, complementary if possible.
• Add a call-to-action – this is a link or button that prompts the visitor to do something, like phone your store or visit your website.

You’ll be able to add more content to your page, like contact info, photos, reels, events, and more, but you can pick away at that later. The initial setup shouldn’t take longer than half an hour to set everything up. From that point forward, you’ll just have to get the word out that you’re live, and share content when you feel inspired to do so.

Make yourself visible

Once your page is live, take a few simple steps so people actually see it:

• Invite customers, friends, and existing contacts
• Follow other relevant local businesses or community pages
• Engage naturally—this isn’t a numbers game

You’re not trying to “build an audience.” You’re just making it easier for the right people to find you.

Keep posting practical

This is where people tend to overcomplicate things. You don’t need a content calendar or a marketing plan. You just need to share what’s already happening in your business.

Start with:

• What’s new – maybe you hired a new staff member; you added something new to the menu; got new signage for your storefront.
• What’s happening – you’re on location at a trade show; you’re opening a second location; you took on a new business partner.
• What people should know – you’ve had to discontinue a popular product; you’re moving; you’re closing for the season.

Remember: People followed you, and they followed you for a reason. They’re interested in your business and by following, they’ve explicitly asked you to keep them updated.

Include a photo or video clip when you can. It doesn’t need to be polished—just clear and real. A few posts per week is plenty. Consistency matters more than volume. Treat it like part of your business—not a separate job. Over time it’ll become second nature and feel completely painless.

Just remember that your social page isn’t a performance. It’s an extension of your business. Aside from sharing, it’ll become a powerful customer support tool.

• Respond when people reach out
• Acknowledge positive feedback
• Handle issues calmly and privately when possible
• Stay out of public arguments

The goal isn’t attention—it’s familiarity and trust. Building relationships with customers through social media is almost like onboarding new team members. If your customers are happy, they become marketing assistants when they refer and vouch for your business.

Tip: To learn more about successful marketing for small businesses, check out UnMarketing by Scott Stratten. It’s easy to read and understand, and you don’t have to read it all at once—there are chapters dedicated to specific subjects——like Facebook.

What to avoid

A few simple guardrails:

• Don’t post just to fill space
• Don’t repeat the same message constantly
• Don’t chase every trend
• Don’t follow people just to get a follow back

If it feels forced, it probably is. Social media doesn’t need to be a grind, and it doesn’t need to take over your day. If you focus on one platform, keep things simple, and show up consistently, it becomes manageable—and useful—without a lot of overhead.

Check out this Facebook Page tutorial