This might be stating the obvious, but social media can be a game changer for small businesses! It’s a powerful tool and if you use it to your advantage, it can really help you reach new customers, engage with your existing ones, and build your brand. But what happens when things go wrong? Let’s talk about the 5 social media mistakes small businesses can make - and how to avoid them.

1. Trying to be everywhere at once
When you're setting up socials for your business it can be tempting to crate accounts on every platform under the sun: Facebook, X, Instagram, LinkedIn, TikTok… and the list goes on. You might think you’re casting a wide net and covering all bases, but in reality, you’re actually spreading yourself too thin.

FIX IT: Focus where your audience is
Instead of being everywhere, focus in on the platforms that your target audience actually uses. Are you a café looking to attract local customers? Instagram might be perfect for you. We worked with a local florist who only used X (Twitter) until we shifted her focus to Instagram, and her engagement and sales skyrocketed. Instagram's a much more visual platform and she was able to showcase all her gorgeous designs using images and reels to an audience that appreciated the aesthetics. Find what works best for you!

2. Inconsistent posting
Another one of the 5 social media mistakes that can happen too often is inconsistent posting. One week, your feed is full of posts, and the next? Radio silence. We know that things get busy, the actual running of your business takes precedence but it's not ideal to be all over the place on your socials!

FIX IT: Create a content calendar
You don’t need to post every day, but consistency is key. Create a simple content calendar to map out your posts. We once worked with a local bakery who went from sporadic updates to a well-planned, mouth-watering feed, and you wouldn’t believe the difference in engagement! It doesn't have to be fancy, just organised.

3. Ignoring comments and messages
Social media is all about engagement, so it’s important not to leave your customers hanging. A common mistake is to post and ghost - this means sharing content but failing to respond to comments or messages.

FIX IT: Don’t be a robot
Social media is meant to be social. That's what it's all about. Take the time to respond, even if it’s just to say “thank you!” You’re building relationships with your audience. People love knowing there’s a real person behind the brand, and it makes them feel seen and important when you reply.

4. Selling, selling, selling
One of the 5 social media mistakes that small businesses often make is being too pushy with sales. If every post is an ad, people will tune out pretty quickly.

FIX IT: Add value instead
It’s great to showcase your products or services, but also share tips, behind-the-scenes content, or stories that resonate with your audience. We helped a home care product manufacturer create posts about colour trends and DIY tips, and those posts got far more engagement than their product posts alone. Remember, it’s about building trust first!

5. Not tracking performance
Last but not least, failing to track your social media performance is a mistake. How do you know if your efforts are working if you’re not paying attention to the results?

FIX IT: Use insights to improve
Most platforms have built-in analytics that show you what’s working and what isn't. We once helped a small coffee shop realise their Instagram stories were getting way more views than their feed posts, so we shifted focus, and the engagement grew from there. Keep an eye on what’s performing well, and adjust your strategy accordingly.

Social media can be a fantastic tool for your business, but it’s important to avoid these 5 social media mistakes. By focusing your efforts, staying consistent, engaging with your audience, and tracking your results, you’ll be on the right path.
And don't forget that social media is actually supposed to be fun! So get creative, show your personality, and watch the engagement increase. Take a look at our other blog posts for more social media tips - and don't forget to follow us on Facebook for some behind the scenes goodness!