Companies can hire social media managers or specialists to oversee their social media accounts. These managers or specialists work to create social media campaigns designed to help businesses reach their desired goals. Social media marketing for small businesses may revolve around video content, written content, or a combination of the two. Small businesses that use social media for marketing purposes are required to act in accordance with federal guidelines. For example, Truth in Advertising regulations prevent businesses from using social media or other advertising outlets to make false or misleading claims about products and services. Businesses are also required to make clear any disclaimers or disclosures relating to products and services when advertising online. Social media can be a powerful marketing tool for businesses. Seven in 10 Americans use social media, according to Pew Research, with YouTube and Facebook visited most often. Being able to claim a share of that market can be critical for driving sales and revenues, especially if a social media campaign goes viral.
Example of Social Media for Small Businesses
Hip-hop-themed lip-balm brand Trapstix is a good example of how small businesses can leverage social media to increase sales. Between 2018 and 2020, the brand had just 75 sales, but the numbers skyrocketed after founder Aysia Hillard began posting promotional videos on TikTok. TikTok has more than one billion users each month, including many small business owners who are hoping to gain more exposure for their brands. Small businesses can use social media to:
Promote new products or servicesAdvertise salesAlert followers to new promotionsRaise awareness for social causes
In addition to the content itself, businesses can use hashtags to help social media posts gain traction. For example, participants in American Express’s Small Business Saturday and Shop Small movement can use the hashtag #shopsmall to encourage consumers to shop local businesses over the Black Friday weekend.
