10 Tips to Create a Social Media Platform That Promotes Your Business (Not Controls It)

10 Tips to Create a Social Media Platform That Promotes Your Business (Not Controls It)

By Rebecca J. Whitman

No matter how long you have been in business, you have most likely heard that you need to have some sort of presence online. Some advise having a page on Facebook. Others say that’s not enough; you need a website too. Still, others say you are going nowhere without a presence on major social media channels including Instagram, Twitter, and TikTok. With so much busy work involved in promoting your business, where is the time left to work on your business? In this post, we will debunk the myths surrounding social media marketing and help you get started with creating an online presence that works for you and your business.

What is an online presence?

An online presence is when a business does not just exist in a physical location but is also represented online. In most cases, an online presence consists of a website or public page and social media accounts on at least two different platforms. 

Why is being online important for small businesses?

According to Forbes magazine, most potential customers check out an organization online before they ever consider supporting it in person. If you want to increase readership, bring in new clients, and increase customer conversions, you need a website and social media presence. 

Who manages an online presence for a small business? 

Social media marketing encompasses most of the busy work of having an online presence. Some businesses have employees hired exclusively to manage media and marketing. Others hire marketing firms to handle the work externally. For most of us, social media starts very do-it-yourself with what you can personally understand and maintain. 

Regardless of where you are in the scale of your social media marketing, the important thing is to have a plan, have fun, and be consistent. 

What are the different social media platforms good for? 

Social media platforms continue to grow, evolve, and change over time. What is important is not what seems popular to someone else but what you personally enjoy using and what you think is a platform your potential customers use. Social media marketing only really works when you are consistent, and you won’t be consistent if you can’t stand using the platform. 

When you think about your customers, look for a platform that also serves your ideal customer base and product line.

Currently, the top 4 social media platforms are Facebook, Instagram, Twitter, and TikTok. This fluctuates over time, but Facebook and Instagram have stayed pretty consistent for many years. 

Facebook

Facebook is the oldest of the four and keeps the oldest demographic. Most Millennials consider it outdated, but older generations gravitate to it because they understand it. Social groups connect easily through Facebook Groups and Pages. Media can be scheduled to appear on Pages but not individual Profiles. Live video, stock video, still images, and text can be posted freely on Facebook, but they will be monitored. If anything is deemed a copyright infringement (like singing the cover of someone else’s song) or is even remotely offensive (like an anti-vaccination post), it will be pulled from the internet. Facebook is highly censored.    

Instagram

Instagram is actually owned and operated by Facebook, but it is a completely different platform. Instagram is image-driven material; no text can post without a still image or video reel. It makes Instagram appeal to visually motivated crowds including travelers and artists. Mini reels of vacation getaways, art tutorials, performances, and more are shared on Instagram. Some Millennials have Instagram accounts, but it is primarily used by GenX, Celebrities, and Influencers. Instagram does stick to a distinctive square shape, so images shared from other platforms can often get the edges of their graphics cut off. Instagram is also not friendly with hyperlinks to external sources, so it is hard to use it to link to a personal website or resource. 

Twitter

Twitter has faced some controversy recently concerning fake accounts and buyouts, but it is still  an account used by many real people too. Twitter focuses on very short phrases and links to external sources. It is news-driven and appeals to a politically charged audience. It is not a good place for a rant because the character lengths are limited, but it can be a great place to share business-minded posts.

TikTok

TikTok is a relatively new platform that focuses on a constant stream of short videos. There is very little room to add text or link to external sources on TikTok. It appeals to those who love to consume massive amounts of content with little to no filters. Imagine a social media version of YouTube, and you have a close idea of how it works. TikTok is primarily popular with Millennials.

How do you create an online platform that is not overwhelming? 

Managing social media for your business can be overwhelming, but you have to keep it in its place. Remember that it is a necessary part of marketing yourself, but it is not the business, it is not you, and it can’t run you. The key to not being overwhelmed by social media presence is to 1) Focus on one or two platforms that you enjoy using NOT all of them, 2) Create a plan for what and how often you want to post, 3) Have fun with it, and 4) Stay consistent.

Social media is a great place to try out new ideas and poll your audience for their likes and dislikes. With active followers, you can often learn as much from their engagement as you can from anything else you do for your business. Learning how to be more effective makes it fun.

I also find it really helpful to chunk as much work together as possible to save time and avoid scrambling the day a post is due. Remember: you set your own schedule, so make it something you can reasonably maintain. With the exception of influencers, most people post new content once a week. 

What is a social media calendar?

A social media calendar is a schedule showing what you are going to post, when you will post it, and where you will post it. Calendars are extremely helpful for pre-planning media and structuring campaigns. This is how a post can build on a prior post and point readers to specific actions. Planning creates positive outcomes. 

Planning also makes it clear where you need to put in extra work and where you can chunk work and save time. When it comes to technology, always allow more time than you thought it would take to get the job done. The power goes out, and the internet dog eats your homework in social media marketing too. 😉 

How and why should you schedule posts?

Scheduling posts takes the stress out of social media posting and blogging. As much as possible, you should use these tools to be proactive in your business and work ahead of your deadlines. Working ahead gives you the freedom to do other things–especially create more content and work on the projects that you love.

Depending on the platform, there is usually a way to schedule a post to appear at a later date. This feature is often only available on the desktop version of the platform. With Facebook and Instagram, there is a wonderful free tool called Meta Business Suite that lets you schedule posts across both platforms, individualize them, and work months in advance. The Meta Business Suite also gives audience insights including what days and times are best for you to post to reach your followers. (All that creepy “they are watching you” info is finally put to good for your business.) 

What are some tools you can use to create graphics?

Some graphics tools are built into the sites for you. TikTok has its own audio clips and filters. Instagram has formats and filters for reels and photos. What I like best is creating graphics using Canva. Canva is a mostly free app that can be used on your mobile device or desktop. It cloud stores all your work, so you can access it across multiple devices easily. It keeps on top of the trends for good-looking graphics, and it auto-formats them to fit the space you are putting them in. If you are like me, you can make one graphic to share across all platforms by using a standard Instagram size or leaving a ¼-inch bleed around the edges of your image.  

How do you learn new trends and techniques for social media marketing?

There is always something to learn for social media and marketing. Challenge yourself to learn something new about your technology as well as what the market trends are currently. HubSpot is a marketing firm that knows a lot about its business. You can research topics in their blog or sign up for free newsletters to learn something new throughout the week. 

If you are a visual learner, you have a wealth of tutorials on YouTube. Curious how to create a reel on Instagram? Google it, and you will find a list of tutorials available on YouTube. This one with Stephanie Kase was very helpful, and it led to a whole channel of other helpful videos. 

When do you know it is time to change your online presence? 

Changing your online presence and marketing plan is usually necessary if you have been doing the same thing for a considerable amount of time but not creating new traffic to your business. You may need to do more research or switch to another time and day for posting. You may also need to consider moving to a different platform. For consultations about your existing media and personalized help to make it better, feel free to reach out to me. 

Leave a comment below if you found this post to be helpful.

Thanks for reading!

Mentorship: Finding Purpose in Helping Others and Knowing When To Invest in Being Mentored

If you ask Google about mentorship, you will get all kinds of results. It will define the term, explain its purpose, tell you there are different types, and even advise about romance between mentors and mentees.

There is nothing wrong with Googling how to do what you want to do, but at some point you need guidance specific to you. That’s where mentorship comes in. Mentorship is available everywhere at every level from close friends who can give you free advice to paid memberships and hired professionals.

Mentorship is a Biblical concept. It is the idea that one generation (often older) has something to teach or give to another (often younger). It is about generations working together to glean wisdom that only time and experience can give you.

Mentoring is to support and encourage people to manage their own learning in order that they may maximize their potential, develop their skills, improve their performance and become the person they want to be.

Types of Mentoring

Traditional One-on-one Mentoring

A mentee and mentor are matched, either through a program or on their own.

Distance Mentoring

A mentoring relationship in which the two parties (or group) are in different locations.

Group Mentoring

A single mentor is matched with a cohort of mentees.

Every major decision of your life ought to be confirmed (through prayer and fasting, going to the Bible, talking to your spouse, getting counsel from your pastor, and talking with close Christian friends).

It should not just be you alone. You don’t just walk through any opened door.

Jantzen Franklin, The Legacy Study Bible

How To Know When You Need A Mentor

I believe it is important to seek out mentorship for any major decisions or life changes in your life. It is an act of wisdom to seek the wisdom of people with more experience and success in the areas that you are stepping into.

But how do you tell the difference between needing mentorship for a moment, a season, or a lifetime?

Mentorship length is determined by the need. If what you are needing council on is just a few decisions, you may only need to consult someone in a few sessions. If you are experiencing a roadblock or needing to gain knowledge in a certain area you are stretching to, you probably need a mentor for a season. If you are experiencing continuous transitions like business startups, growth, and expansion, you probably need a mentor that can help guide you through all those changes over a lifetime.

How do you pick a mentor?

When you are looking for a mentor, look at two things: what you need them for and who you know that has done that work successfully. If you don’t know someone successful in that area, do research and find someone. A lot of times friends and mentors who have helped you in the past can suggest good resources for your next level of need. Remember to be mindful to consider mentors that reflect like-minded faith.

Mentorship is a partnership that is often long-term, so you want mentors that you can get along with personally as well as admire professionally. If they are where you want to be or past it, that is a good sign. Of equal or greater importance, however, is that they share your faith.

Where do you find a mentor?

Once you determine who you know that has had success in your area of need, you have a list of contacts to approach for mentorship. Start by asking the successful people you know if they would be willing to mentor you. If you don’t know anyone successful in your area of need, research people who are and message them about mentorship.

Be reasonable in your expectations and vet the people you research. You can’t expect Jeff Bezos to personally teach you how to be the next big online marketplace, but you can find people online who will teach you how to sell well in an online market. To prove they are worth your investment, check out their work and Google their customer reviews. What other people say about working with them can be very telling. Don’t invest time or money unless you see proven results of what you want to achieve.

Why is a person’s faith important when determining who you should get for mentorship?

Scripture teaches us that we become what we believe, and we become like those we spend our time around. While it may be possible to takeaway universal truths from people outside your faith (like when you read a book from a secular artist), it is more likely that the outside faith will influence your belief system if you build a relationship with them where you are seeking their guidance.

The Christian faith is one that grows based on individual study of the Bible and partnership with Godly Christian mentors. Our faith waters down and steps away from Christianity completely if we step away from the Bible and follow guidance not based on it. So it is very important who you choose to be your mentor.

Should you pay for a mentor?

This is one I struggled with, but the answer is that sometimes paying for a mentor is necessary. There is an old saying that says “you get what you pay for”. In mentorship, if your only advice is free advice, you are not always given priority. When you pay for mentoring services, you are investing in yourself and your business as if you were pursuing a college degree in the area you are needing help with. Don’t be ashamed of needing to pay for someone to help you, and don’t be too cheap to think everything you pursue should be free. The best counselors charge for their time, and those rates vary often by how successful they are. Even if the rates are high, find a counselor that will work with you on a payment plan. It is worth it.

Final Thoughts

I have had both free and paid mentorship. When I first started my business, I relied a lot on close friends to help me with their free advice from their experience in the business. I also did a lot of research and signed up for all sorts of free resources like the amazing wealth of knowledge about remote jobs at Home Working Club and marketing insight from HubSpot.

Later, I realized I needed to grow in knowledge beyond our areas, so I invested in subscription-based mentorship with Matt Tommey Mentoring and Hope Writers.

The problem with subscription-based mentoring for me was there was little to no accountability. I had paid a lot of money to get into the system, but I was barely using it, so it made little impact on my business. Later, I made friends with other users in the subscriptions, and that helped me use them more for learning.

I got to a place where I was roadblocked personally and professionally. I didn’t know how to move forward, and it was effecting my mental health. I started to not care about life. I discovered I was actually afraid of being successful. That’s when I realized I needed to hire a recruiter and relationship coach.

Making that decision was hard for me because it was a big financial investment, but the return on my investment was immediate. I had daily texts, insight, and assignments. I had a whole path to follow to get out of my roadblocks, and I had people with proven success guiding me.

No matter where you are in your level of need, I hope you realize that your life and time is valuable. Don’t waste time trying to figure out everything on your own. Seek a mentor.