6 Years in Social Media: The Biggest Lessons I've Learned Helping Small Businesses Grow Online

Sometimes I wonder who reads these blog posts.

Maybe it's one person. Maybe it's one hundred.

Either way, I genuinely enjoy writing them because they give me an opportunity to share what I've learned over the years. If something I've experienced can help another small business owner save time, avoid frustration or feel more confident about their marketing, then it's worth writing.

This year marks six years since I started working in social media, and looking back, it's incredible how much has changed.

It all started during the pandemic.

I had just completed my Social Media Marketing program at George Brown College when the world shut down. Overnight, small businesses were forced to find entirely new ways to communicate with their customers. Many had never really relied on social media before, and suddenly it became their storefront, customer service desk and marketing department all rolled into one.

I wanted to help.

So I started volunteering my time, helping local businesses navigate social media during an incredibly uncertain period. Those volunteer projects quickly turned into paying clients, and many of those relationships continue today.

Since then, I've had the privilege of working with dozens of businesses, service providers, creators and charitable organizations across a wide range of industries. Every business is different, every audience is unique and every platform continues to evolve.

But after six years, I've realized something important.

The algorithms change.

The trends change.

The platforms change.

The fundamentals don't.

Here are the biggest lessons I've learned.

1. Authenticity Will Always Beat Perfection

If there is one thing I've learned over the past six years, it's this.

People don't connect with polished businesses.

They connect with real people.

Customers want to know who they're buying from. They want to see the faces behind the business, hear your story and understand why you do what you do.

Authenticity isn't about sharing every detail of your personal life.

It's about letting people see the humans behind the logo.

Ironically, the posts businesses often hesitate to publish because they feel "too real" are usually the ones that perform the best.

2. It's Okay to Repost Your Content

One of the biggest myths in social media is that every post has to be brand new.

It doesn't.

Most businesses are lucky if 10% of their followers see a post.

That means 90% of your audience probably never saw it.

If you spent time creating something valuable, don't be afraid to share it again a few months later.

Your audience won't remember.

In fact, they'll probably appreciate seeing it.

Work smarter, not harder.

3. Show Your Face (And Your Team's Faces)

People don't build relationships with logos.

They build relationships with people.

If you own a bakery, introduce your bakers.

If you own a barber shop, show your barbers at work.

If you run a spa, introduce your practitioners.

If you're the business, let people get to know you.

Customers aren't just buying products or services anymore.

They're buying trust.

The more you involve people in your story, the easier it becomes for them to understand why they should support your business.

4. Stop Chasing Viral Moments

I know it's tempting.

Everyone wants the video that gets a million views.

But here's something most people don't realize.

My husband Matty had a video receive more than 880 million views.

Do you know why?

It wasn't planned.

It wasn't engineered.

It wasn't the result of some secret formula.

It was simply authentic, interesting and shared at the right moment.

The truth is that most viral content happens organically.

If your entire strategy revolves around "going viral," you'll probably end up disappointed.

Focus on building trust with the people who genuinely want to hear from you.

That's far more valuable than millions of views that never become customers.

5. Perfection Is Holding You Back

I see this all the time.

Business owners spend hours rewriting captions, changing fonts, second-guessing photos and wondering if the post is "good enough."

Meanwhile...

Nothing gets posted.

Perfect is the enemy of progress.

Yes, your content should reflect your brand.

But social media moves quickly.

Done is almost always better than perfect.

6. Stop Chasing Followers. Start Staying Top of Mind.

This is the most important one! One of the biggest misconceptions in social media is that success is measured by how many followers you have.

It's not.

Some of my smartest clients aren't focused on gaining hundreds of new followers every month. Their goal is much simpler: consistently reaching the audience they already have.

Why?

Because for many small businesses, social media isn't about convincing someone to buy something today. It's about making sure you're the first business they think of when the time comes.

Think about businesses like mortgage brokers, window cleaning companies, accountants, insurance brokers or real estate agents. These aren't services people use every week. Someone might only need a mortgage every few years or have their windows professionally cleaned once or twice a year.

If you disappear from social media for six months, your audience may forget you're even there.

But if they regularly see helpful tips, behind-the-scenes moments, customer stories or reminders about what you do, your business stays top of mind.

I like to think of it as leaving little reminders over time. Every post says, "We're still here, and we're ready when you need us."

Then one day, someone decides it's finally time to refinance their mortgage, book a window cleaning or hire a marketing consultant.

Who do they think of first?

Usually, it's the business they've been seeing consistently.

That's why I tell my clients not to obsess over follower counts or viral posts. I'd much rather help them become memorable to the right people than famous to the wrong ones.

Social media isn't always about finding new customers.

Sometimes it's simply about reminding the people who already know you that you're still here, still doing great work and ready to help when the time is right.

7. Don't Rely on Paid Ads Alone

There's a common belief that if your posts aren't getting enough reach, you should simply boost them.

Sometimes advertising makes sense, (but TBH, I rarely see it make a difference).

But unless you have a clear strategy, a well-defined audience and a realistic budget, paid advertising can become an expensive experiment.

Organic content is still incredibly valuable because it builds relationships.

Advertising may introduce people to your business.

Consistent content gives them a reason to stay.

Ideally, the two should work together.

8. Hiring a Social Media Manager Is an Investment, Not an Expense

Many small business owners assume hiring a social media manager is beyond their budget.

In reality, it's often much more affordable than they expect.

I like to compare it to hiring a personal trainer.

Could you go to the gym on your own?

Absolutely.

Will you get there faster with someone who has experience, keeps you accountable and knows what works?

Probably.

The same applies to marketing.

Hiring someone to plan your content, create your strategy and keep you consistent frees you up to do what you do best: run your business.

Frequently Asked Questions About Social Media

How often should a small business post on social media?

Consistency matters more than frequency. Two or three quality posts each week are often more effective than posting every day without a plan.

Should I repost old social media posts?

Yes. Most followers won't see every post the first time, so reposting valuable content is a smart way to extend its reach.

Is it still important to show your face on social media?

Absolutely. People connect with people. Showing yourself and your team helps build trust and makes your business more relatable.

Do I need thousands of followers to be successful?

No. A smaller, engaged audience that supports your business is far more valuable than a large following that never becomes customers.

Is hiring a social media manager worth it?

For many small businesses, yes. A social media manager can save you time, improve consistency and create a strategy that helps your business grow while allowing you to focus on serving your customers.

Looking Back

If the past six years have taught me anything, it's that social media isn't really about social media.

It's about relationships.

The platforms will continue to change.

New features will appear.

Algorithms will evolve.

AI will reshape how content is discovered.

But people will always want to connect with businesses they know, like and trust.

That's something no algorithm can replace.

If you're feeling overwhelmed by social media or simply don't know where to start, I'd love to help. Whether you need a strategy, content creation, branding or someone to take social media off your plate, I'm here to help your business show up consistently and authentically. Send me an email to get started!