Profitable social media is extremely hard to measure, but if you have few followers, you can bet your profits from social media are close to zero. But how do you keep from wasting your time on platforms you don’t really understand, while the world is screaming for you to keep up!?
A little research and a bit of trial and error go a long way.
Now, you don’t need me to tell you what each social media platform is all about. A quick Google search will turn up thousands of articles outlining the purpose of each platform and what they claim to do for you. So we’re not going to talk about that.
What you do need is some clarity on which platforms have the best chance of performing well for you, your style, your brand, and most importantly, your customers. Because I know that there is nothing worse than launching head first into a social media platform, pinning, posting, liking, commenting, following, etc., just to end up with a measly 20 followers at the end of six months.
Unless of course, it’s NOT launching head first into a social media platform and having zero followers after six months.
You hear me? The only thing worse than doing the wrong thing is not doing anything.
Don’t do nothing.
Because just like the raspberries in your backyard that took three years to mature (and have since taken over every square inch of lawn)…
Or just like the headstand you couldn’t do a year ago, but have since perfected with grace and skill only matched by Simone Biles herself…
All good things take time. Pick something and go for it.
Finding the right social media platform for you and your business will take some dedication, patience, and time.
Luckily, you do not have to launch yourself 100% into every social media platform known to man hoping to figure out sooner than later which one (or two) works best for your brand. This is where a little bit of research goes a long way.
Profitable social media research
If you own a small local business, my recommendation is that you skip Twitter for now. Your customers are right around the corner and want to get get to know more about you than you could ever tell them in 140 characters. Go out and meet them at community events, through your local chamber, through word of mouth, through partnerships with other local businesses… but not Twitter.
Facebook is great for building a community of like minded people, but not necessary if you’re just posting things you’re interested in. Become a resource. Present information that people will want to read. Know your customers and get specific with who you’re talking to and what you’re talking about.
Instagram is amazing for anyone who has a visually driven business. Hair salons, artists, contractors… If you can show people a finished product that will wow their socks off, do it on Instagram. Don’t forget to hashtag like crazy!
And then there’s Pinterest – the magical unicorn of all things business and art.
Technically speaking, Pinterest is not a social media platform. Instead, it’s more of a search engine of amazing ideas. You can’t comment on Pinterest, and while you can follow boards, and repin ideas, there’s really not much social interaction within the platform. Not much social interaction = not social media.
So what are the benefits of Pinterest? Think of it like an extra mini website just for the best of the best of your world. A place to showcase what makes you fresh and different from your competition. If you have lists, infographics, photos, or articles to promote, you can and should be doing it on Pinterest. Because when people go looking for information and inspiration they go one of three places.
If it makes sense for you to promote your brand on Pinterest, you absolutely should. It does take a little more work up front but the return can definitely pay off in the long run.
(Check out Canva, a great free resource I use to create most of my graphics for Pinterest.)
Time to decide!
Hopefully, this has helped you narrow down where you should focus your efforts. After all, profitable social media without profit, is just time wasted.
- Don’t be afraid to drop any underperforming platforms.
- Do appear consistently on the platforms you choose.
- Give each platform a minimum of six months (of consistent posting) before you officially decide to drop or keep it.
- Do spend some time on Pinterest searching for things you wouldn’t expect to be up there… you’ll be amazed! It’s a fountain of information.
Looking for help organizing your social media posting? Check out my social media planner – perfect for small businesses with just a few platforms. No overwhelming columns. No obnoxious algorithms. Just an Excel sheet, already setup and ready for your brilliance. (you’re welcome.)
As part of this package deal, you not only get the social media calendar but two other business templates (also designed just for you, brilliant small business owner.)
- You get the Social Media Planner,
- the Landing Page Checklist,
- and the Business Goal Setting Worksheet.
Have questions or comments? leave them here, or email me at
And, if you haven’t already joined our closed Facebook group for small business owners in the total wellness industry, pop on over and check us out! You get marketing tips, tricks and a community of like-minded individuals.