The Social Observer

The Social Media Marketing Blog by SNHU Students

Why Invest in Small Business

Pandemic and Influential Content

Depiction of COVID-19 results on small businesses

In the U.S. nearly 79% of small business owners were left wondering why a person would want to invest in a small business now after the experience we had last year due to COVID-19. When the world went into lockdown, small business owners had no clue how they would fare this unprecedented event that would forever change the world. Consequently, my wife was among these small business owners that fell into this statistic. Not only did it affect her emotionally, but this catastrophic event also impacted our financial household.

After the shock of the event, we brainstormed how she could stay productive at home while making money. What we learned was how to use social media, and it starts with a target audience. Understanding your target audience is undoubtedly an essential element in leveraging social media nowadays and kick-starting a small business without capital investment. We studied her persona and evaluated how to position this persona to attract the best target audience to help drive her initiatives. Another factor high on the list is content and how to best use content to influence rapid growth. If a small business identifies a niche, then using social media to expose the product/service to a specific target audience, anyone can experience prosperity because we did it.

Influential Content is King

Our first lesson started while making a facemask at the inception of a growing need for family and friends to be safe. My wife gave her first 100 masks away to family and friends. She frequently posted what she was doing to help the community, and her business flourished on social media. She could not keep up with the demand for supplying facemask. At this point, she realized using the right content at the right time to influence is king.  

What makes content influential is content relevance

What makes content influential to is content relevance. If the content is generic, I believe you will return generic responses. Conversely, specific content that connects with the intent of a current and exciting topic will always gain traction in the world of social media. Further, I believe that is why many of us struggle with becoming social media activists – lack of content creation. Speaking for myself, I have lots of industry knowledge in my profession; however, I find that I struggle to create content. I think it is because I have not been as comfortable with the concept; thus, this is one reason I decided to pursue social media as my focus.

One example of meaningful content at the core of social media campaigns is Proctor & Gamble (P&G). The organization came up with a campaign to promote dancing as a safe way to stay connected and have fun during the pandemic.  The goal was to partner up with TikTok and encourage people to stay at home and record a short dance video. This campaign would motivate people to move and, by doing so, help people cope better during the crisis. The campaign outcome was unsurprisingly over the top, with over 8 billion views and over 1.9 million videos in its first week. Distancedance   #distancedance


Show us your DistanceDance! Learn @charlidamelio’s version or create your own. Hashtag your state name & #distancedance for a chance to be featured.

? Big Up’s (feat. Yung Nnelg) – Jordyn, Nic Da Kid

How to Perform the #DistanceDance

As a child to becoming one of the most successful and controversial men in tech history

Another example of using social media to gain momentum in an industry is Elon Musk. He is an example of an influential person who has over 56.5m followers. I will be surprised if someone has not heard of Elon Musk. I follow fully electric vehicles (EV), and I have done extensive research on Musk. The technology to operate these fully EVs is revolution at its best. I follow Elon not only as an influencer but because his content intrigues me.

Musk seems to be everywhere all at once, pushing all kinds of futuristic technologies

Elon has disrupted the automotive industry as well as other industries while becoming one of the most controversial figures in the world of business.

Please take a few minutes to opine below your thoughts of how you perceive a small business can do in a new world we are all learning to live in today?

Category: Advanced Tactics