Social media can feel like a full-time job: new platforms, changing algorithms and advice that says you should post multiple times a day. For most small businesses that’s not realistic, and it isn’t necessary either. A focused, consistent plan beats sporadic bursts of activity every time.
Choose the right platforms
You don’t need to be everywhere. Pick the one to three platforms where your customers actually spend time.
- Facebook: strong for local businesses, community groups, events and reaching adults across age ranges
- Instagram: visual businesses like restaurants, retail, salons, real estate and home services
- LinkedIn: B2B services, professional firms and recruiting
- TikTok and Reels: short-form video for brands with personality and a younger audience
- Google Business Profile posts: often overlooked, but they appear directly in local search results
How often should you post?
There’s no magic number, but consistency matters more than volume. As a practical starting point:
- Facebook: 3 to 5 times per week
- Instagram: 3 to 5 feed posts per week, plus Stories when you can
- LinkedIn: 2 to 3 times per week
- TikTok or Reels: 2 to 4 short videos per week if video is part of your plan
- Google Business Profile: about once per week
If that feels like too much, start with two or three quality posts a week on one platform and build from there.
What to post: a simple content mix
Rotate through a few content types so your feed stays interesting:
- Educational tips that answer customer questions
- Behind the scenes: your team, process and workspace
- Social proof: reviews, testimonials and customer stories (with permission)
- Offers and announcements: new services, promotions and events
- Community: local partners, causes you support and neighborhood events
- Short video: quick demos, before-and-afters and FAQs
A useful rule of thumb: most posts should give value, and a smaller share should directly sell.
Make it manageable
- Plan monthly. Map out themes and key dates in a simple content calendar.
- Batch your work. Create a week or month of posts in one session.
- Schedule ahead. Use scheduling tools so posts go out even on busy days.
- Repurpose content. Turn one blog post into several social posts, a short video and an email.
- Engage daily. Even 10 minutes of replying to comments and messages builds relationships.
Measure what matters
Likes are nice, but focus on metrics tied to business results:
- Website clicks and profile visits
- Messages and calls
- Leads, bookings and sales from social traffic
- Follower growth in your target area
Review monthly, keep what works and adjust what doesn’t.
When to get help
If social media keeps falling to the bottom of your to-do list, it may be time for help. Our social media management plans start at $279 per month and include custom posts, captions, scheduling and monthly reporting. Bundle social media with another monthly service and save 10%.
Frequently asked questions
Should my business be on TikTok?
If your audience uses it and you’re comfortable with short-form video, it can be a powerful way to reach new customers. If not, focus your energy elsewhere.
Do hashtags still matter?
They help categorize content, especially on Instagram and TikTok, but great content and engagement matter far more. Use a handful of relevant hashtags rather than dozens.
Is paid social advertising worth it?
For many businesses, yes. Even small budgets can reach local audiences precisely. Paid ads work best alongside consistent organic posting.
Let us handle your social media
Explore our social media management plans or our small business marketing programs, or contact us to talk about your goals.
