The 3 Biggest Social Media Mistakes Small Businesses Make — and What to Do Instead

We’ve all been there. Moving to a new town, starting from scratch, finding our new ‘locals’. For me, it’s always a struggle finding a new salon, because there is an overwhelming choice, but it also feels oddly personal. When I moved to the Wirral last year, the search began for a new hair and nail salon - I need this red hair to shine! I didn’t have any word-of-mouth recommendations, and on a quick social media search I couldn’t find just what I needed. Eventually, after a lot of asking around, a new friend recommended her salon and I gave it a go. When I walked in the door and the bell jangled, the atmosphere was so inviting, everyone chatted to everyone, and I came out with the new haircut feeling. But when I looked online to see a bit more about their page, all I could find were price and opening hours updates on Facebook. It just didn’t do justice to the fun, friendly and confident atmosphere I had experienced inside. This is when I got thinking about some of the key mistakes small businesses make with their social media.

Mistake 1: Limiting your presence to a single platform, because it feels familiar.

I chatted more with the salon owner the next time I visited. She is dedicated and talented, with lots of style ideas and plans for the salon. She has a loyal clientele, some clients who had been going for 4 or 5 years, but she had noticed a plateau in recent months and no new enquiries. I asked if she was making the most of her social media presence and she said she mostly used Facebook for business updates, because she never got the hang of Instagram and most of her clients said they weren’t interested in Instagram anyway. I asked about her main client demographic, and the vast majority were over 45 and had been referred by word-of-mouth. Although this is a great way to find and keep clients, she didn’t realise she was missing out on a huge opportunity to engage younger demographics, Millennials and Gen Z, who predominantly go to platforms like Instagram and TikTok. 

The research from Pew Research Center shows that how social media is used can really vary across age groups, finding that 71% of 18-29 year olds used Instagram and 48% used TikTok.

Just think of the clientele the salon owner was missing out on by not diversifying her social media presence, and limiting how she could attract a broader customer base, whilst still connecting with her clients that are most active on Facebook. 

The Solution:

I showed her how expanding to multiple platforms doesn’t necessarily mean creating entirely new content for each. Instead it is about being smart about repurposing content to use in different ways. For example: 

• Instagram: Share high-quality images of nail designs, behind-the-scenes shots, and client testimonials.

  
  

• TikTok: Create short videos showcasing nail art processes or trends.

• Facebook: Share service updates, client reviews, and community-focused content. Use it to post about appointment availability, new polish arrivals, or behind-the-scenes moments. Repost your Instagram content with slightly longer, more conversational captions that encourage engagement — “Which of these sets would you pick for spring?” or “Tag a friend who needs a nail day!”

  
  

• Pinterest: Pin images of nail designs, linking back to your booking page.

  
  

For this industry in particular, Pinterest is an often overlooked resource, as it can be forgotten in the social media suite. However, if you have ever been to get your nails done, you have most likely spent at least half an hour scouring through Pinterest for the best designs, so you can really show what you’re looking for. So this is a tool that nail stylists can really make the most of and repost their content here. By tailoring her content to each platform's strengths, the nail salon owner could have brought on two whole new age demographics in her clientele, without worrying about needing more resources.

Mistake 2: Overlooking the Power of Personal Content

I once consulted with an eclectic local café that everyone knew for its cosy sofas and friendly owner who greeted pretty much everyone by name, and rushed to the dog owners to give their puppies treats. Whenever you mentioned the café, everyone said ‘ooh the man who loves the dogs?’. The café used social media mostly to give updates on opening times, and to show pictures of the pastry specials of the week. They posted frequently, and ticked some of the boxes, but what they really lacked were personal touches that showed their unique character to people who hadn’t seen it for themselves.

Whether we like it or not, today’s world has become digital, and consumers really crave authenticity when they look at new content. A study by the University of Birmingham highlighted that teenagers used social media in an increasingly sophisticated way and actively seek content that they think is genuine and relatable, instead of polished or disconnected. ​

By not sharing personal stories or behind-the-scenes moments, some businesses miss the chance to build deeper connections with their audience and bring in new faces that might go on to be their long-time regulars that they know and value. 

The Solution:

A great way to connect with potential customers is show include some more personalised content into your social media strategy:

• Behind-the-Scenes: Share photos or videos of daily operations, staff interactions, or new specials.

  
  

• Customer Interactions: Highlight regular customers (if they are happy with this) or share testimonials.

  
  

• Personal Stories: Discuss the journey of your business, challenges overcome, or milestones achieved.

Content like this doesn’t overstep into your own personal life or boundaries, but just shows your business in a little more personalised way which can help to create trust and loyalty among your local community, and customers.

Mistake 3: Neglecting Thoughtful Captioning

I was at a networking event last week, and one of the attendees chatted about how they use AI to write their social media captions for them. She said they worked better than ones she could write, and she could hardly tell they were written by AI. Having see AI generated captions, I understand where she is coming from, but she underestimates how much people can tell when a message is automated. The phrases are often generic and really miss the mark when conveying a personal brand’s voice and message. 

Captions (for social media posts) play a crucial role in storytelling and engagement. While visuals capture attention, captions provide context, bring out emotions, and encourage actions. Undervaluing this aspect can lead to missed opportunities for audience engagement because it just doesn’t sound like the owner or the team have written it themselves, and it is the personal voice and thoughtful communication that really engages the community. 

The Solution:

Craft captions that reflect your brand's personality:

• Be Authentic: Write as you speak, and if it doesn’t sound like something you would say out loud, then it isn’t personal enough.

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• Tell a Story: Share anecdotes or insights related to the post, so it maintains the human element.

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• Include Calls-to-Action: Encourage likes, shares, comments, or visits. This can spur your audience on to engage with your business in real-life.

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A caption written by AI won’t showcase your company’s personal tone of voice, your values and you personality. So taking the time to write it authentically really does help.

Strategic Planning is Vital - Here’s how I can help

Avoiding these mistakes needs a structured and strategic approach. It helps to have a method that each piece of content passes through, keeping it aligned with your needs and aims. 

1. Specialist Communication:

   • I use my background in communication to craft messages that connect with your intended audience and keep eyes on your content.

     
     

2. Highly Personalised Content:

   • By getting to know you and your business personally, and meeting in-person, I craft content that really reflects your brands values, personality and individuality.

     
     

3. Strategic Planning and Review:

   • Together, we set clear objectives for your social media presence, regularly reviewing and adjusting strategies based on performance metrics and feedback.

     
     

If you think your social media presence could do with some planning, a refresh, or you’re making a few of the key mistakes in your content, get in touch for a free discovery session where we can chat about your goals and aims, and see how I can help to bring out the best in your online presence.