Ah, social media. Where unlikely animal friendship videos reign supreme (in this writer’s feed, at least), motivational quotes float by hourly, and businesses of all sizes compete for likes, comments, and the ever-elusive share. Finding your place in this digital realm can be intimidating, especially if you’ve never tried it before.

For some small business owners, social media is a bit like a quirky neighbour – you know you should interact with them, but you’re not quite sure how. For others, social media accounts are stages where their brand’s personality shines brighter than the lights on Broadway.

No matter your current relationship with social media, one thing is certain: an active, well-managed social media presence can help your business thrive, grow, and stay ahead of your competition. And the best part? You don’t have to become a dancing sensation or start every post with “Hey, guys!” to make it work. Dancing might help, but only if you are either really good or really bad.

Let’s break down how social media can work for you, and why it might just be the business partner you didn’t know you needed.

How Small Businesses in Particular Can Benefit from an Active Social Media Presence

For Edmonton small businesses, social media can be the great equalizer. You might not have a national advertising budget, but you do have the ability to connect with customers where they already spend their time—scrolling through their phones, usually while ignoring the Netflix show they swore they were paying attention to.

Here’s the thing: customers today want more than just a product or service—they want a connection. A well-crafted social media presence allows you to:

• Show personality – Whether you’re a bakery with a cheeky sense of humour, an electrician who loves a good dad joke, or a yoga studio radiating calm, the right platform gives your brand a place to shine.
• Stay top-of-mind – Regular posting keeps you in your audience’s feed consistently. Out of sight, out of mind? Not if you’re posting smartly.
• Build trust – An active account shows you’re engaged, responsive, and invested in customer experience.
• Highlight what makes you unique – Offers, behind-the-scenes content, testimonials, how-it-is-made videos… these give your audience reasons to come back.

The key here? Consistency + variety. You can’t post once every six months and expect results. And you can’t post the same thing endlessly without boring your followers.

And remember: not all social media platforms are created equal or should be used equally by everyone. Which brings us to…

Which Social Media Platform Should You Use? Playing Matchmaker

Picking the right social platform(s) is a bit like online dating. Ideally, you want to find the platform that fits your personality, goals, and the people you’re trying to reach.

Here’s our quick guide to choosing your platform soulmate:

Business to Business? LinkedIn

If you’re selling to other businesses or offering professional services, LinkedIn is where you want to be. Use it for networking, cross-promotion, thought leadership, case studies, and staying visible in your industry.

Selling Something Pretty? Instagram

If you sell visually appealing products—cakes, jewelry, furniture, fashion—Instagram’s image-first layout is perfect for showcasing what you offer. Reels = bonus reach.

Want to Sell on Social? Facebook

Facebook does a bit of everything. Shops, posts, videos, groups, community engagement, and laser-focused targeting via Meta Ads.

Other options: TikTok for short videos, Pinterest for inspiration-driven products, X/Twitter for rapid updates. The key is choosing platforms that match your business and customer behaviour.

Crafting a Social Media Presence That Works for You

A great social media presence is about building relationships. When potential customers feel connected to you, they’re more likely to buy, recommend you, and return.

Here’s how we approach it:

1. Define Your Business Persona

Decide your tone and style—fun, expert, calm, bold, etc.—and keep it consistent across all posts.

2. Plan Your Content

A content calendar prevents burnout and keeps your posting schedule balanced.

3. Variety is the Spice of Life

Mix promos, education, how-tos, case studies, surveys, and more to keep engagement high.

4. Engage, Don’t Just Broadcast

Reply to comments, answer questions, thank people, and interact genuinely.

5. Track and Adjust

Check analytics and lean into what’s working.

Social Media Presence + Digital Marketing = Game Changer

Pairing your organic social presence with targeted paid ads turns “some people” into “the right people.” Meta Ads let you target by location, interests, demographics, behaviours, and more.

• Reach people in Edmonton actively searching for what you sell.
• Retarget people who already visited your website.
• Test different ad versions to optimize clicks and conversions.

It’s like giving your best sales pitch—directly to the people who want to hear it.