What are the top three social media mistakes commonly made by small businesses?

I’ve been asked this question twice recently.

I think people ask this when they know they’re not using social media as much as they should or as effectively as they could. In a way, it makes people feel better to think they’re not alone; they’re behaving in the same way as hundreds – or thousands – of other small businesses, so it kind of justifies their inaction.

So what’s the answer?

1. Inconsistent posting

Why it’s a mistake:
Irregular posting or long gaps in activity can make your business appear unprofessional or even out of business. Social media algorithms also deprioritise inactive accounts, reducing the visibility of posts when you do eventually share something.

Fix:

• Create a content calendar and post consistently.  It doesn’t need to be every day; be realistic – once or twice a week is perfect for most SMEs.
• Use scheduling tools to make your life easier; Hootsuite is my favourite, but I also use the free version of Buffer for one client who is active on Bluesky.

2. Overly promotional content

Why it’s a mistake:
Constantly pushing your products or services without offering value can turn people off. Social media is for engagement and to raise your profile, not just selling – especially on LinkedIn.

Fix:

• Following the 80/20 rule is a good strategy: 80% useful, entertaining, or educational content, 20% promotional.
• Share tips, stories, testimonials, behind-the-scenes pics. Maintain a relevant focus and it’s always worth including a call to action.

3. Ignoring comments and messages

Why it’s a mistake:
Failing to respond makes you and your business seem unresponsive or indifferent, which can damage trust and lose potential clients.

Fix:

• Treat comments and DMs like customer service: timely, polite and helpful.
• Set a phone alert to remind you to check interactions each day.

Many of business people I meet at networking events know these answers already, but don’t have the time or can’t find the motivation to stay on top of their socials.  That’s where people like me step in to take it off their hands.

If you’d like a quick chat to explore the possibility of outsourcing your social media, drop me a note and we can have a zoom coffee – or a real one, with cake!