Social media: love it or hate it, it’s an unavoidable part of running a business. As small business owners, we’re constantly told to “show up” online — post more, share more, engage more — but it can often feel like a treadmill that never stops.
How much of yourself should you share? How do you strike the balance between sounding authentic and selling effectively? And most importantly, how do you make social media work for your business without burning yourself out?
These are questions so many business owners grapple with, myself included. That’s why I recently sat down with Erika McInerney of Mac&Ernie, a social media marketing expert with over 28 years of experience helping business owners demystify social media. Erika’s approach focuses on ditching the overwhelm and creating strategies that feel authentic, manageable, and aligned with your business goals.
In this Q&A, Erika busts common social media myths, shares actionable strategies, and explains how small business owners can move from just “posting” to truly connecting and growing their businesses online. Whether you’re struggling with engagement, feeling unsure about sales messaging, or wondering how much time you really need to spend on social media, there’s something here for you.
Q1: What’s the biggest misconception about social media for small business owners?
Erika: One of the biggest misconceptions is that you need to be on social media all the time. There’s this idea that just showing up — posting every day, 365 days a year — is enough.
But that kind of “churn and burn” approach can actually take small business owners away from their core business. Social media isn’t just about pumping out content — it’s about building trust, community, and relationships.
Q2: If posting every day isn’t the solution, what strategy do you recommend for small business owners?
Erika: Strategy is everything. Here are my top social media marketing tips for small business owners:
- Start with your business plan. Look at your goals and milestones, then ask, “How can social media help me achieve these?”
- Define your audience. Understand who your customers are and why they choose your business.
- Use insights. Dive into your social media data, website analytics, and customer feedback to understand what’s working and where to improve.
- Focus on key messaging. Be clear about the value and benefits you offer. Even if you feel repetitive, your audience isn’t tired of hearing your core message.
- Budget your resources. Social media isn’t free — it costs your time and energy. Plan for investments like ads or hiring help as your business grows.
Q3: What does an engagement strategy look like?
Erika: Engagement is all about connecting with others, not just broadcasting your message. Here’s how to engage effectively:
- Interact with others: Comment on posts, reply to messages, and start conversations.
- Network strategically: Treat social media as a networking tool. Build relationships that bring people back to your business.
- Be consistent: Even spending 10 minutes a day engaging can make a huge difference.
These social media marketing tips for small business owners help you create meaningful connections that drive results WITHOUT feeling overwhelmed.
Q4: How do you balance building relationships and making sales on social media?
Erika: Confidence is key. Many business owners struggle with sales messaging because they’re not fully confident in their products, pricing, or value. Here’s what I recommend:
- Create a library of sales messages. Write down pre-approved calls-to-action you’re comfortable using. This way, you can easily plug them into your content without overthinking.
- Practice your pitch. The more comfortable you are with your messaging, the more natural it will feel to ask for the sale.
- Mix value with offers. It’s okay to give generously, but don’t shy away from promoting your business—it’s what keeps everything running.
Q5: Any final social media marketing tips for small business owners?
Erika: Sometimes, the issue isn’t your social media itself — it’s a disconnect between your marketing and your business operations. I call it a “bowl of noodles”. Untangling your processes, messaging, and strategies can make a big difference in your confidence and results.
Making the Most of Your Social Media Without the Burnout
Effective social media marketing isn’t about being everywhere all the time — it’s about being purposeful. By focusing on strategy, engagement, and confidence, you can build genuine connections that grow your business.
Erika has so many great resources available for small business owners. Head over to her website now!
Looking for more support as you grow your business? The HerBusiness Network is here to help. With access to resources, connections, and a supportive community of women business owners, you’ll have everything you need to succeed.
