By Tanya

Social media gives small business owners, entrepreneurs, influencers and anyone who wants a wider audience a way to grow in their field. This article covers how to use it well, how to leverage your network, and the risks to watch for.

Know your audience

If you are on social media to grow a business or raise brand awareness, be proactive. Post content that is thoughtful and relatable. Spend time researching your target audience, including the age group most connected to you and what interests them. People want content that is relatable and useful.

Content alone is not enough. Engagement and posting regularly matter as well. The author shares a personal example: during the lockdown she started an Instagram account for her paintings and meant to post regularly. Over time she paid less attention to it, lost her audience and felt demotivated, so she paused the account until she can give it full attention again.

Leveraging your network

Small businesses do not need a large budget to build a brand. Apps such as Instagram, LinkedIn, Twitter and Facebook help new entrepreneurs, influencers and small businesses reach many young people and business groups.

Online networks are not the only ones that count. Building relationships with people around you and in your field leads to opportunities. When you describe a product or service, be detailed and clear about what it includes and what your company offers customers.

Risks of being online

Social media also has downsides. Sharing personal details such as phone numbers, pictures and videos carries risk. Some people face harassment from competitors or from their own audience, and some women are not comfortable sharing a phone number online after past experiences. Accounts can also be broken into and misused.

Fraud and fake accounts are common too, and anyone can be a victim. For example, a fake business account may email you and ask for account details as part of a "deal". Stay alert and take security measures, such as not sharing sensitive details with people you cannot verify.

As with most things, social media and networking can help or harm, depending on how you use them.

Quick checklist

• Keep your content mindful and relatable.
• Keep checking what your audience is interested in.
• Be regular and engage with your audience.
• Build relationships with people offline.
• Be respectful to customers, business partners and colleagues.
• Know the pros and cons of social media.
• Do not take part in fraud.
• Match your content to your audience's mood and to occasions such as festivals.
• Consider using different languages to promote your business.
• Protect your security and privacy.

Related reading

For another view on this topic, read Why social media matters: build a useful network.