The 3 Biggest Social Media Mistakes Small Businesses Make (and How to Avoid Them)
I’m not in the practice of telling people they are doing things wrong right out of the gate when they ask me to take a look at their work. However, they are always very quick to tell me that they “don’t know what they are doing” and are “probably doing things wrong”. Some even quietly tell me they “really don’t like social media” (often there is mention of the word “hate”) and then brace for me to…explode? *skip to bottom line if you do not want to hear my rambles.
Actually, come to think of it, I’m not sure what they think is going to happen. It’s pretty entertaining, though.
First, I will tell you what I tell them- you don’t know what you don’t know. And second, if you aren’t a marketing expert- why would I do that? It’s much more kind to teach people and help them to learn.
But time and time again, people have asked me to be brutally honest about what they are doing wrong. As an East Coaster, I am no stranger to brutal honesty, but as a newfound Midwesterner, I’ve embraced Midwest nice more than I have the straightforward talk that I grew up hearing. That’s not to say I’m not honest, and it’s not to say that I am never bold in what I have to say, but I do try to sugarcoat it more these days.
*Bottom line: there is a desire to know what not to do, and I, my friends, am here to answer that question today.
The most common question I am asked is, “What do you see people doing wrong frequently when it comes to marketing”. It’s a cocktail networking event favorite.
I see three common social media mistakes time and time again—and I want to help you avoid them. Today, I’ll break them down for you (don’t worry, I’ll still sugarcoat it… a little).
Mistake #1: Trying to Be Everywhere at Once
Burnout alert! Many small businesses try to post on every platform available, thinking they need to be everywhere. But instead of chasing trends, it’s more effective to focus your time on platforms where your audience actually lives.
Here’s a quick breakdown of what each platform is best for:
Facebook (Meta): Community-based. It thrives on events, groups, and staying in touch with family and friends. Think of it as the "neighborhood block party" of social media.
Instagram (Meta): Perfect for creatives—show off your brand’s personality through visual content, Reels, and Stories. It’s like a highlight reel of your life or business, with space to connect through DMs.
Pinterest: A unique platform where people search for ideas, not conversations. It's SEO-friendly and can help drive traffic to your site.
LinkedIn: The business professional’s hub. It’s evolved from being just for job seekers to a virtual water cooler for networking and thought leadership.
X (formerly Twitter): Best for news, quick updates, and customer service. It’s fast-paced and works well for companies that thrive on media or sports updates.
Should you be on every platform? Not necessarily. Each platform serves a different audience, and if you stretch yourself too thin, you risk burnout. Small businesses with limited time and resources should focus on platforms that make sense for their brand and demographic.
Mistake #2: Thinking Your Demographic Is “Everyone”
When I hear someone say, “Our product is for everyone,” it sends shivers down my spine—and not in the fun, spooky way.
Sure, everyone can use a product like a sweatshirt, but marketing to everyone is ineffective. You need to know exactly who you’re talking to so your content resonates with the right audience.
For example, say you sell sweatshirts with fun sayings and dog-themed designs. You could try to market them to everyone in Northern Michigan, but it’s a waste of time and ad dollars if most people seeing your content aren’t even dog owners. Instead, niche it down further to target dog moms—women who love outdoor adventures, have dog meet-ups with friends, and maybe live that cozy Northern Michigan life.
With this approach, you’ll be able to tailor your messaging to get responses like:
✨ “That’s so me!”
✨ “I need that sweatshirt in my life.”
This level of connection makes your audience feel understood—and more likely to buy.
Mistake #3: Posting Without a Strategy or Ignoring Metrics
Some businesses post content just to check it off the to-do list. They don’t track metrics, set goals, or create clear calls to action (CTAs). That’s like throwing spaghetti at the wall and hoping it sticks—messy and ineffective.
Social media works best when it’s intentional. Two ways to keep your efforts on track:
Look at your metrics: Find out what posts are working and which ones aren’t.
If a post performs poorly, don’t give up on the idea immediately—check for other factors.
Was it posted at the wrong time? Did a holiday or event distract your audience? Were the hashtags relevant?
Create a strategy: Set goals so you know where you’re headed.
Are you trying to increase website traffic? Boost engagement? Build brand awareness?
Once your goals are clear, align your content and measure progress to make sure you’re on the right track.
The Bottom Line
Social media should work for you, not become a burden. Take the time to understand where your audience hangs out, define your demographic, and post with purpose. This will save you from the dreaded doomscroll and help you turn your time and energy into meaningful results.
If you’re feeling stuck or want to create a stress-free social media plan, let’s chat! I’d love to help you build something that works without burning you out.
Here’s to social media that actually works for you and your business!
SB 🌻