If you’ve ever met with a social media consultant about your small business, you might have felt like a deer in the headlights when they asked “What’s your goal or social media?” Whether you’re working with a social media consultant or navigating the waters solo, it’s a question you cannot escape. Many would quickly say “sales,” but I’m encouraging you to dig deeper. Every person who uses social media understands your business is using social media for the purpose of increasing sales. Social media, especially for small businesses, can serve as more than just a platform for selling. Here’s a comprehensive list of objectives to consider for your small business’s social media journey:

1. Awareness/Advertising/Marketing:

Social media platforms offer small businesses an invaluable space to showcase their unique brand, products, or services. It’s about weaving a story that stays with your target audience, ensuring they think of you when making choices. Social media brand awareness should be part of everyone’s social media strategy.

2. Networking:

For a small business, networking is gold. Platforms like Twitter and LinkedIn are not just tech tools but global stages. Whether you’re looking to tap into the Australian market or finding speaking engagements in Europe, social media dissolves borders. Remember, though, you’ll only get out of it what you put into it. If networking on social media is your objective, you must do both parts: content creation and engaging with others. Otherwise you’re just broadcasting, not networking.

3. Customer Service:

Ever noticed how brands like big SAAS companies, banks, airlines and telecommunications companies respond on Twitter? They’ve mastered the art of using social media, especially Twitter, to address customer queries promptly. A quick response can mean a loyal customer for life.

4. Education (for yourself):

Think of social media as a never-ending conference. It’s teeming with industry insights, competitor news, and innovative ideas. For small businesses, this can be crucial. Engage, learn, and adapt.

5. Education (for your potential clients/customers):

Every small business has a story. Share yours. Use how-to videos, blog posts, and infographics to simplify your product details and benefits, offering a smoother buying process for your customers. Even if you give away all of your knowledge “for free” on your platforms, the right audience will still need your help.

6. Market Research:

Understanding what your audience wants can set you apart. Tools like LinkedIn groups, Twitter and TikTok trends, and even Facebook polls can offer insights. For small businesses, this direct feedback is invaluable.

The Power of Social Media Objectives for Small Businesses:

7. Competitive Research:

While giants have vast resources, small businesses have agility. Stay nimble by monitoring competitors’ moves and strategies on social media. Adapt faster and stay ahead.

8. Advocacy:

Have a cause close to your heart? Maybe it’s sustainability or local crafts. Use your social platform to share, rally supporters, and inspire change. Let your small business be a voice.

9. Become a Thought Leader:

Amidst the sea of conformity, become a torchbearer of knowledge. Your small business, powered by the audacity to challenge conventions and share unvarnished wisdom, can pioneer a new path in your field. As you shatter expectations, watch opportunities gravitate toward your fearless domain. Don’t forget: In order to become a thought leader you have to have, and share, leading thoughts!

10. Entertainment:

Engage. Delight. Repeat. Brands like Oreo, Skittles, Wendy’s and RyanAir have shown how it’s done. For small businesses, a dash of humor or creativity can lead to memorable brand moments.

11. Grow Your List / Fill Your Funnel:

The lifeline of many small businesses is their dedicated community. Craft compelling content that nudges your audience to join your journey, be it newsletters, webinars, broadcast channels or groups.

12. Garner Media Attention:

Even in a digital age, traditional media holds power. Forge bonds with journalists, bloggers, and influencers. Let them amplify your small business’s voice.

13. Community Building:

Communities aren’t just followers; they’re brand ambassadors. Nurture this family. For a small business, a close-knit community can be its strongest advocate.

14. Crisis Management:

Mistakes happen. But in today’s digital age, they echo. Use your social media to address concerns head-on, clarify your stance, and rebuild trust. Twitter, even with all the recent changes, is still especially good at getting important information out to the masses quickly in an emergency situation.

15. Collaboration:

Collaborate to expand. Seek potential partners or influencers to co-create campaigns or content. This can be a game-changer for small businesses aiming to expand their reach. I collaborate with Daley Progress on Social Media Day Halifax, and with CEED on Leveling It Up. There are many different ways to use social media to find and implement great collaborations.

There’s no question these various objectives overlap and intermingle like an intricate dance. It’s crucial for small businesses to find their rhythm and not step on their partners’ toes. By integrating these objectives, you align with broader business goals. Dive deep, not wide. Focus on a select few objectives, master them, and then expand. Your audience will resonate with your authenticity, and your brand, no matter how small, will carve its space in their hearts. And the sales will come as you build your authority authentically.

FAQ’s for the Infinitely Curious

How do small businesses identify which social media platforms are best suited to their specific objectives?

Identifying the right social media platforms for a small business involves understanding both the target audience and the nature of the content that resonates with them. Each platform has its demographic peculiarities and content preferences. For example, visually compelling products in fashion or food may perform exceptionally well on Instagram due to its visual-centric audience, while B2B services find more traction on LinkedIn with its professional networking environment. Engaging in market research and analyzing competitors can also provide insights into where similar businesses are finding success. Ultimately, the choice depends on where a business’s target customers are most active and the type of content that best tells the business’s story.

What are the common challenges small businesses face when trying to achieve these social media objectives, and how can they overcome them?

Small businesses often face a variety of challenges in their social media efforts, including limited resources, difficulty in creating engaging content, and challenges in building a substantial follower base. Overcoming these obstacles requires a creative and strategic approach. Leveraging user-generated content can ease the content creation burden and foster community engagement. Small businesses can also benefit from social media management tools that offer scheduling features and analytics, allowing for more efficient use of time and resources. Collaboration with influencers and other businesses can increase reach and provide access to new audiences. Regularly engaging with followers by responding to comments and participating in conversations can help in building a loyal community.

How frequently should small businesses reassess and adjust their social media objectives?

Your social media strategy is only as good as it is flexible. The ever-changing nature of social media demands regular reassessment and adjustment of strategies.  A quarterly review of social media objectives is a good practice for most small businesses, allowing them to stay agile and adapt to changing trends and audience behaviors. This periodic review should include an analysis of metrics to gauge the effectiveness of different strategies and objectives. However, it’s also important to stay flexible between these quarterly reviews, being ready to pivot strategies in response to real-time feedback or sudden changes in the social media landscape.