The Social Observer

The Social Media Marketing Blog by SNHU Students

How Small Businesses Can Use Social Media to Engage With Their Audience

Small businesses need to utilize social media. It is a powerful and essential tool for businesses, especially small businesses. As of July 2020, there are over 3.8 billion people using social media. Safe to say, it’s important for small businesses to utilize social media. It helps to not only attract their customers but to also engage with their audience. 

Social media is so much more than posting pretty content. Yes, your content captures their attention right away, but engaging with your customers is what makes them come back. 

Before social media became important in today’s society, customers had to call a business’ hotline or send an email. Now, with social media, businesses can use their platforms to engage with their audience.

How exactly can small businesses use social media to engage with their audience?

Respond back to messages and comments

This may sound like an obvious thing to do, but some businesses don’t realize how important it is to make time to respond to a comment or message. Customers notice which companies are responsive and which aren’t. If you respond to a question they had, it makes them more likely to come back and engage more with you. If they notice you haven’t responded to a message they sent last week, this will give them a bad impression. More importantly, they may not want to engage with you or support your company again.

Going Live / Live Streaming

Using the “Live” feature on Facebook or Instagram is a great way to speak to your audience. It also helps to answer any questions they may have. This feature allows customers to put a face to a name, and it allows them to get to know you better. When they know you better, they start to trust you and want to build a relationship. It’s almost like you’re inviting them to your home and welcoming them into your life, thus providing a personal connection with them. Using the “Live” feature allows customers to ask questions, and it gives small businesses the ability to feel who their audience is. 

Utilizing Stories

Photo of a woman using Instagram Stories for her business.
Photo by

Facebook and Instagram have features where you can add a Story to your account that your customers can see for the next 24 hours. You can also save the Story to your profile highlight so that customers can go back to your account and see it again. Adding relevant colors and fonts related to your branding helps the Stories to pop and look more appealing. When your Stories are appealing and fun to look at, this makes your audience want to keep watching. 

  • Behind the scenes videos

Small businesses can create small length videos for their customers. They can show them behind-the-scenes footage of what it’s like working for the business, or showcase sneak peeks of their upcoming products, etc. It’s a way to draw attention for the brand and keeps the customers excited.

  • Poll / Ask Questions features

The poll and ask questions feature are super quick ways for customers to engage with your content. This could be as simple as posting a story about coffee and using the poll feature to ask “Coffee or Tea.” Then, customers can pick whichever one they like. Utilizing these features can help small businesses understand who their customers are and what they like. They can use the “ask question” feature to ask customers what they want to see and take in the feedback they receive.

Reposting User-Generated Content (UGC)

User-generated content is content created and posted by your customers. Customers love when they get reposted on a business’ account whether that’s through Stories or a permanent feed post, a tweet, a Facebook post, etc. The more you repost or engage with their content, the more customers will post their products and tag the brand. This helps to not only spread brand awareness but to develop a relationship with your customers. 

With social media playing a huge role in society today, it’s especially important for small businesses to utilize it and engage with their customers. The features on each platform are there to help you connect with your customers and build a relationship with them. It’s important to utilize each feature to find different ways to connect and engage with your customers.

Do you have any tips that you personally use to engage with your audience? Share your thoughts with us and leave a comment below! If you find these tips useful and helpful, share this post to your Facebook or Twitter. If you’re a small business, check out our blog post about how to stand out. And stay tuned for more posts about small businesses!

Category: Advanced Tactics