Simple Guide to Social Media Marketing

Social media can be one of the best ways to connect with people, share your message, and grow your organization. Whether you’re a small business, nonprofit, healthcare provider, or creative team, social media marketing requires planning and a clear strategy—but it doesn’t have to be complicated. With the right approach—knowing your goals, understanding your audience, and staying authentic—you can build meaningful connections, effectively share your story, and achieve real results.

Here’s an easy-to-follow guide to help you maximize your social media efforts.

Why Social Media Marketing Matters

Social media is where your audience spends time. Platforms like LinkedIn, Facebook, Instagram, and TikTok enable you to:

• • Talk directly to your audience: 
  • Share updates, stories, and news in real-time.
  • Be authentic while showing what makes you special.
  • Highlight your business, cause, or event.
  • Reach new people: grow your followers and bring in fresh interest.

It’s not just about being online—it is about being intentional with how you show up.

Start With the Basics

1. Know What You Want to Achieve

Ask yourself: What do I want from social media? Are you trying to:

• • Spread awareness about your work?
  • Get people to visit your website?
  • Increase event attendance? 
  • Share forward-thinking information that others can benefit from knowing?

Defining your goal will guide everything you do. For some organizations,  the goal may be as simple as having an online presence for your audience.

2. Understand Your Audience

Who do you want to reach? Are they parents, professionals, donors, or art enthusiasts? Think about what they care about, their questions, and how you can help them.

3. Pick the Right Platforms

Choose your platforms carefully, and know that you don’t have to be on every platform! Focus on where your audience is. For example:

• • Facebook: Great option for building community and sharing updates.
  • Instagram: Perfect for sharing beautiful photos and videos.
  • LinkedIn: Best for professional networking.
  • TikTok: Awesome for creative videos and less production with more authentic content.
  • Threads, BlueSky, X: The jury is out—some businesses find an audience on these platforms, but others report little to no engagement. Here’s our tip: claim your business account names on newer social media platforms, but use your judgment on whether a presence on the platform serves your audience and goals, or not.

What to Post

Creating content doesn’t have to be hard, but it can be much more time-consuming than people realize. Here are some  ideas on how to keep your social media fresh and engaging:

• • Share your story: Tell people why you do what you do.
  • Celebrate wins: Highlight milestones, customer success stories, or community impact.
  • Educate: Share tips, FAQs, or behind-the-scenes looks at your work.
  • Get visual: Use photos, videos, and infographics to make your posts stand out

Pro Tips for Social Media Marketing Success

1. Stay Consistent

Post regularly (at least 2x a week) so people see your posts in their feeds. A content calendar can help you plan posts in advance.

2. Use Hashtags and Keywords

Hashtags aren’t as powerful as they used to be, but using select hashtags on platforms like LinkedIn and Instagram can still further your reach. Do hashtag research to ensure you’re engaging in the right spaces.

3. Respond to Comments

Set a policy for responding to comments. Will you post and leave? Or will you respond to customer/client questions? Be consistent and timely in your approach.

4. Experiment and Learn

Try new things—like a fun TikTok trend or a live Q&A—and see what your audience enjoys. Use platform analytics to track what’s working.

5. Work Smarter with Tools

Apps like Canva help you create great visuals, while tools like Buffer or Hootsuite let you schedule posts in advance.

6. Find Reputable and Current Social Media Training  

SocialSchool4Edu is an excellent example of an influencer with a sharp industry-specific focus (in this case, education). Andrea Gribble, its founder, has built a strong network of professionals by consistently sharing insights and lessons tailored to the school market. Now, imagine finding an influencer or network within your own industry, someone who, like Andrea Gribble, tracks trends, understands what works, and knows what to leave behind, ensuring your strategies stay relevant and effective.

What to Avoid

• • Inconsistent Posting: Don’t disappear for weeks at a time. Even one post a week keeps you visible.
  • Being Too Salesy: Focus on connecting with people rather than selling to them.
  • Ignoring Analytics: Check your stats to see what your audience loves—and do more of that!
  • Getting Carried Away By Analytics: More followers? Yay! More clicks? Yay! More impressions? Yay! But…is it actually helping your business? A viral post can get you millions of interactions, but ultimately, is it helping grow your business? Be sure to weigh your social media analytics against your business goals to ensure you’re spending your resources wisely.

Final Thoughts: Social Media Is About Connection

Social media is a chance to build relationships with your audience. It doesn’t need to be perfect—it just needs to feel authentic and consistent. With a little planning and creativity, you can grow your presence and make a real impact. Social media doesn’t have to be hard—it just takes a little heart and strategy.