Social Media for Small Business and Entrepreneurs: Is it worth it?
On July 23, 2022 I woke up to an updated Instagram app. More changes. I don’t so much mind the slight changes here and there as much as I don’t like being reminded that Instagram (and any social media platform for that matter) can change whatever they want, whenever they want, without so much as a warning. The fear is a little deeper for small business owners who have spent substantial amounts of time and money, creating “high performing” content for said platform.
But this isn’t a new fear or a new conversation, even. My entrepreneur friends and I talk about this issue weekly. I’ve heard experts address the topic time and time again. This reality points to the essentialism of forming your own email list. At least with an email list, you own the addresses you’ve earned. Unlike social media accounts, which have been known, on numerous occasions to up and delete entire counts without warning and without a way to recover the lost intellectual content of the owner.
I’ve also had this ongoing thought process around my ROE (return on efforts) with social media. Sure, I enjoy it. I’m the first to hop on a new reel trend and have some laughs while doing it. I don’t stress about my grid, I simply post when inspired. To be honest, I get lots of compliments on my content and content creation process. It’s fun for me — another way to creatively express myself. But is it actually growing my business? Perhaps. I have seen an uptick in followers, one by one over the past five years. Slowly and organically I’ve grown my follower count to somewhere just over 1200. That’s cool and all, knowing that I’ve done it purely through good content. I haven’t used ads or a paid service to grow my account. This was my choice and I’m proud of that choice. What’s discouraging though, is seeing others with not-so-amazing content who have 10–50x as many followers as myself. I’m not talking about celebrities, I’m talking about other small business owners who are in a very similar path as myself. I’m not jealous of the number so much as I am frustrated with the “cheat codes” that allow follower inflation to take place. To me it weakens the integrity of the platform. Regardless, I feel I personally know or have interacted with 75–85% of my followers, and yet very few of them reach out inquiring about working with me, based on a reel or story post they’ve seen me create. Am I constantly communicating and inspiring my audience on the gram? Yes. Am I growing my business there? Debatable.
For these and multiple other reasons, I’ve been wanting to spend less time on social media as it relates to my business. What works for growing my business is meeting people one by one and genuinely connecting with them. Ahh, no quick path to success, is there? I seem to spend quick 5–10 minute bursts of creative energy on my IG account daily — I get a thought, and I quickly post it as a story or reel. The concern here is that all of that content can be erased at any given moment. The other concern is that even though I often have high performing reels with 5–10k views, I’m not seeing a return on my efforts. 10k views does not usually translate to sales, much less email subscribers. I’d be better situated to slow down my creation process. When I get an idea, instead of jumping to a “quick fix” of sharing it on social media, I could instead stop and outline my next blog article, or email for my newsletter subscribers. I hate to say it, but even Facebook is a slower pace than Instagram, with more long-form content available and readable. All of these thoughts swirled through my head as I considered Instagram’s app updates. Afterwhich, I quickly jumped into reel creation mode and made the following, which my peers quickly applauded. They, too, felt the same way.
My reel. >> https://www.instagram.com/p/CgXNOJ1pPfQ/
Social Dilemma Documentary
Perhaps by related interest, or perhaps by chance, a documentary on my watchlist for 2+ years came across my attention later that day. It felt like it was time to finally crack the lid on this film I’d heard so much about.
I wasnt so much surprised by the contents of the documentary as I was relieved to hear someone talking about it, and specifically reminding me personally of the short and long term side-effects of using a technology our brains can hardly understand.
The doco features several pioneers of apps such as Facebook, WhatsApp, Twitter and more. I’ve shared before my thoughts of going through college as a Public Relations major right as social media was coming into the mainstream eye. I’ve had to grow and adapt myself and my career with this technology, which has grown ridiculously quick. Basically, I was interpreting the documentary from two points of view.
- As a social media consumer.
- As a small business owner who uses social media to connect and grow her audience.
As a Consumer — What’s really wild is that I have never totally loved the social media experience. Sure I love to hop on a new trend, try it out, get some laughs, but then that’s about it for me. I have recognized that endless scrolling does not make me feel good. It prompts me to compare myself to others and judge myself more harshly. Even though I have meticulously curated my feeds to include only positive, inspiring content from accounts I want to interact with, I still don’t feel great when I scroll passively. I realize I am better off putting the phone down and reading a book or painting in my studio. Now those things bring me a feel good experience. It’s a slower hit, but a longer lasting effect.
As a Small Business Owner and Small Business Coach- This point of view is more tricky. There’s more gray areas and more points to discuss. As I’ve shared above, social media has always been not just a part, but a main-focus of my career experience, whether working in PR for other companies and organizations or promoting my own business. In fact I would have had a very different career experience were it not for social media. Any Marketing, Communications or PR job description includes a large section on social media competence. It’s such an integral part of our world, we simply don’t have the option to ignore it. Or do we?
Pros and Cons of Using Social Media as a Marketing Strategy
One of the lines from Social Dilemma that really made me shiver was, “We’ve put deceit and sneakiness at the center of everything we do.” This thought captures the increasing concern that myself and other heart-centered, spiritual-minded entrepreneurs have been feeling. At its origin, social media was about joyfully connecting with others. Now, a quick scroll and you’re sure to be hit with a half dozen ads, as well as content that isn’t necessarily an ad, but does have an intent for you to buy something. I take part in the blame. I’m one of the many coaches and marketers out there who teaches people to have a “CTA” at the end of every post and to begin each post with a headline style quote that quickly grabs attention and stops the scroll. In fact, most of my content is working toward a sale or action from the consumer.
When I started adulthood, one of my first decisions was deciding which major to choose at university. I was told art and creativity were not careers on their own, but I could use that creativity to fuel a lucrative career such as PR or Advertising. Previously unaware of what these two career choices were, I began studying the difference between the two so I could choose one. My interpretation was that PR is a way to market and grow a company without necessarily spending money and without necessarily selling anything. It’s more about promoting a healthy image of the company through publicity, grassroots efforts and other free or low cost alternatives (insert the fast-growing world of social media.) Advertising on the other hand, was much more hard hitting and connected to spending dollars and looking for impressive ROIs that led to an obvious uptick in the bottom line. To my 18 year old brain, PR felt nice and the Ad world felt aggressive. I chose PR.
Years later I feel myself grappling with a similar decision. While social media has historically been a great tool for increasing brand awareness and public image, any practitioner will tell you that with the current algorithms, yoru business will hardly be noticed without paying for ads. Not only that, but a highlight of the Social Dilemma documentary was that the entire business model for social media networks is to increase their own sales. In effect, they are selling our individual information to advertisers who spend massive $$ to entice you to buy something. We’re no longer getting updates from old college pals about their dogs, we’re being tracked, followed and sold to in between every three posts. Even on a subconscious level, this is dangerous.
I know many of successful business owners who have used ads to grow their business. I’ve studied it in a high level mastermind or two myself. I personally, at the time of writing this, don’t use ads, but that doesn’t mean I never will. The problem isn’t in using the ads to grow your business. The problem is the larger institution we are using — either for free with our juicy content or by paying ad fees to get attention quicker. The PR route — not using ads- may feel less icky in the moment, but on a much larger scale we’re still feeding social media addiction and working from some angle of manipulation. While many say there is an element of manipulation necessary for sales at any rate to work, I do believe there is an ethical line each of us must choose for ourselves.
Consider, how do you like to be sold to? How don’t you like to be sold to?
“Are you a Millionaire?”
Last week, a client of mine sincerely asked me if I was a Millionaire. I had had just two sessions with her and she was over the moon with her results and had convinced herself that I myself was a millionaire.
I get lots of compliments on my website and social media presence.
I have an impressive list of media features, all of which I’ve done on my own organically.
Often I am complimented on the “impressively successful” business I have built.
The only problem is that this beautiful, successful facade does not nearly reflect my bank account. Millionaire? I was at once flattered and heartbroken. I am far from it, but my internet accounts would tell you otherwise. On the contrary, I have peers with 7–10k followers but their business and income doesn’t reflect that either. They’ve paid for followers but haven’t been paid back in clients or engagement.
I’ve been infatuated with my client’s innocent question for weeks now. What are we saying to the world through our social media channels? Are we all doing our own PR and pretending everythings great when the reality is far from it?
This has been the most intense year of my life as I’ve dealt with a heavy dose of grief after losing my father suddenly a few months back. I’ve been regularly posting and going live on social media, but at a much softer pace than normal. I feel the difference and so does my bank account, but my peers and followers have not noticed any difference at all. In fact, my two closest business buddies were shocked when I told them I felt I wasn’t able to put enough energy into my social media like I used to. From all appearances, they said everything looked as successful and inspiring as it always had.
Again. This wild dissconnect panged my chest. On one hand, I was glad that things “looked” great. On the other hand, I hate how the social facade makes it harder for us to be vulnerable. It puts us in a place where vulnerability is not the norm, and so when we are vulnerable, we have to make a show about it and then that show is often followed by an increase in engagement, which, in my eyes, is contradictory to the whole point.
Social Media is a helpful tool, but it can also be very deceptive and divisive. We choose how we want the world to see us, and that can be very misleading and isolating.
PR vs. Advertising as a Small Business Owner
The first big question of adulthood I referenced earlier — Public Relations or Advertising — has come full circle as I now own my small business. I’ve done a fabulous job with PR for myself, and I have consciously stood against ads, at least for now. I’ve been dedicated to organic growth. But here’s the thing, whether you use social media through the lens of PR — and see it as a free resource to get in front of your ideal audience, or decide to spend money to reach the right people faster (like an Ad pro) aren’t they both cut from the same cloth?
In the earlier days of social media you could be a Pioneer. The first to use ads. The first to have a Facebook Page or Event Page. Even just a few years back these were big business practices that were free and WORKED. Fast forward a few years and you now need to utilize ads in order for your FB Page to reach anyone at all it seems. Last year I focused on using my FB Group to reach people. It worked. But even now I’m sensing a shift away from FB groups as they become a less productive form of attracting organic leads.
You slave over your social media content. New business owners every week come to me saying they’ve taken such and such social media training and they are now committed to pumping out 10 posts a week and have a schedule and a content calendar. That’s fine and well but how is that going to guarantee you clients? And by crafting your posts a certain way, you’re really doing more sales and marketing than you are building your public perception. Do either really bring an effective ROI? Can you use one without the other and have a maximum effect?
These are all things to consider as you think about how social media edifies or deludes your small business brand and bottom line.
Then of course there is selling on social media
It’s no secret that IG has turned into a sellers market. Everyone is there to sell something. The worst part is that people truly believe an IG account is a marketing plan! Some even believe that having an account for their homemade jams makes them a real business owner! It doesn’t. Business is so much bigger than a social media account.
The social experience has been increasingly hoodwinked from being a place where we connect with loved ones, to being a 24/hr interactive shopping mall for everything from big brand names to the little old lady across the street selling handmade dentures (okay, I definitely made that one up, but you get the point!.
In the Social Dilemma documentary the term “Persuasive technology” is used. This term is described as having the same psychological effect as your brain at a slot machine. We get addicted. We can’t say no. We can’t turn away from the “game” in front of us. How many times have you been in deep conversation with someone, only to be interrupted by them glancing at their phone. (Of course, you wouldn’t do that — but many others do!) We all feel victim to being second place to a phone, yet we all do it too. A popular road sign comes to mind: “Even drivers who text hate texting and driving.”
The fact is, social media creates unconscious habits within us. This is the exact opposite of what I teach as a coach, and what I have spent years working on through mindfulness practices like yoga and meditation. One of my all time favorite books is “A New Earth’’ by Eckart Tolle — which is all about being conscious as often as possible. Being aware of your thoughts and behaviors. So how can I practice this if I’m on social media? Truly I can’t. Just like TV, your brain activity is very very low when you are engaging in social scrolling. You are very much so unconsciously engaging in a form of technology designed to be manipulative and addictive.
So then, as a business owner — why am I spending all of my time trying to create “persuasive and engaging” social media content. Aren’t I just contributing to the problem and contributing to the very machine I stand against? I’m not sure about you, but I feel much more satisfied and informed from reading a long-form blog article than I am after reading a social media post — which, if we’re being super duper honest, I probably only read one or two long-form post captions in a 30-minute scroll period AND I typically forget most everything I did read, almost immediately. That doesn’t happen with blog posts, books or magazine articles. Hmm…
What if We Didn’t Use Social Media to Promote Our Small Businesses?
Last year I became aware of artist and entrepreneur, Leonie Dawson’s, stance on not using social media. (Because, like I said, my peers and I are constantly discussing this.) Leonie (an outspoken, brazen, and very lovable Aussie) has some massive fans within my circle of entrepreneurs. She stands for what she believes in and isn’t afraid to tell you all about it. She’s built a multi-million dollar small business through her own creations and happily teaches others to do the same through her low-ticket offerings.
Leonie has decidedly left social media and her 23k Instagram followers. Her last post was (at the time of writing this) 70 weeks ago, where she beautifully writes:
“…6 weeks ago, I decided to try 21 days without social media. At the time I felt like I needed a short break, but I was also incredibly nervous about how I would go.
Here’s what I found though: my life is SO much better without social media. I am happier. More content. More creative. Wildly inspired. More present. I have so much time back — time that can be spent doing things I truly love doing. I have literally felt my brain healing. My heart, my soul, my art: all of it glistens with life again.
I am doing this for my one wild and precious life.
I am doing this because I believe that what is good for my creativity is what is best for my business.
I am doing this because I believe it would be out of integrity for me to market using social media now I know how damaging it is to people’s brains and spirits (not to mention democracy and conspiracies).
I am doing this because my best work has never been on social media. My best work has always, always, always been in blogging, writing books & creating programs. So that’s where I’m remaining. Firmly in my sweet spot…”
Leonie has also put together an entire course on how to leave social media as an online entrepreneur. Talk about inspiring!
I intentionally built my business online years before the pandemic, but after the stay-at-home crazies and shutdowns of all things, when 2021 began I think all of us were ready to do some in-person mingling. The last 6 months of my year were devoted to putting my online business out into my local community. For the first time ever, I hosted workshops around my regional area in partnership with other local businesses. It seemed that locals wanted to be in person much more than they wanted to meet me on Zoom. Understandable. These in-person workshops have continued for about 12 months now. I see them as one potential alternative to using social media as a way to grow your business. I’ve enjoyed the in-person interaction and it truly has grown my business in a substantial way.
An Alternative: The 9 Grid Method
One alternative that I’ve been increasingly interested in, is the 9-grid approach. Alleged founder of the method is Kristen, from @GoingUltraviolet, who claims her follows, engagement and sales have all skyrocketed since implementing the 9-grid method. Essentially the idea is to have only 9 photos on your IG grid, all of which serve a purpose to explain what you do in your business. Think of it like a static homepage for your website. EAch post and yoru bio serve to point people to an action such as joining your newsletter or visiting your website. Rather than encouraging the endless scroll, this system quickly gets to the point and encourages an action from the consumer. Me likey.
Rather than spending hours creating content, Kristen, and other devoted 9-grid converts spend their time elsewhere — liek creating long blog posts and sharing specific, helpful information about their business in IG stories.
This is one of the many alternatives that are popping up around the inter-globe. We all see the problem. We’re sick of it. We’re scared of it. And yet we are slaves to it. I for one would like to encourage a change. What do you think? I’d love to read your thoughts in the comments below. Let’s taco bout it.
Resources and Links:
9 Gridders:
https://www.instagram.com/thetiffanyhan/?hl=en
What Tiffany Han did right:
- A grid that shows her branding, tells me what she’s about this year (Saying no, hosting a podcast and doing more for her.) Then the post that caught my eye the most pulls me in and points me to her website all in the graphic. Perfect for lazy peeps!
- Thennn her website had me at first site, scrolled to the bottom. I had an opportunity to learn what she’s about, join her mailing list and then learn more either through her podcast or blog, which are basically two ways of one thing. Love it! https://tiffanyhan.com