Welcome to the Small Business Guide to Social Media.

Facebook and Twitter and LinkedIn, oh my! There are a myriad of social media platforms for a small business owner to consider, and a different approach to undertake on each.

This guide will help you to understand all the ins and outs of social media for business owners: Which social networks you should be targeting, how to establish both an organic and paid presence, and how to engage followers and generate meaningful leads.

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Full table of contents

1 Establishing your social presence

Half the battle of getting onto social media is knowing where to invest your time. There is an array of networks to choose from, but they won't all make sense for your business. Once you've narrowed down your list, you want to create a strong presence on the platforms you do choose before you dive into engaging with fans and followers.

2 Social media and content

Social media is a place to create content unique to each platform and to amplify content you already have on your website. Blog posts, explainer videos, and even lighthearted content like memes and gifs can find a home on your social media pages. Here's how to create the best, most appropriate content to keep your social presence engaging and fun.

3 Paid social media

The best way to expand your reach on social media is with a paid approach. This includes everything from boosting your organic content to developing a comprehensive ad campaign targeted at those most likely to become leads. Take a look at the posts below for more on paid social across all the sites.

4 Organic social media

When it comes to building meaningful personal connections with your fans, there's no better way to do that in today's modern world than via organic social media engagement. Start a conversation with prospects and customers to get them excited about your brand and the people who run it, and watch those efforts pay dividends.

5 Social media and the customer journey

Social media is a powerful way to reach consumers no matter where they are in the customer journey. Whether they just discovered you or have been a loyal follower for years, there are ways to engage anyone who interacts with your social presence.