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Personal vs business social strategies: What’s the diff?

I know the many hats that today’s small business owners wear. When they have so much on their plates, they often look for shortcuts to save themselves time. As an online marketer, it makes me cringe when I see them treating their social channels like a personal account. For businesses, this is a HUGE no-no!

When you’re posting to your personal accounts, you often post as inspiration strikes; essentially posting randomly or on a whim without any plan or strategy (or analytics) in place. Business accounts require a little more planning.

Social media can be a powerful tool for business if you take the time to strategize and analyze your online presence. Here are a few things to help you get started managing your business social media profiles.

Social strategy in a nutshell

Why do you want your business on social media? What’s the goal?

Maybe you want to build brand awareness, advertise and share your products and services, or maybe educate others to make informed decisions about hiring you or buying your products. Most business social strategies will be a mix of sharing your content, sharing third-party content, and social interactions.

Setting up your profile the RIGHT way!

First impressions make or break your online presence. If it looks half-assed, thrown together, or lacking consistent branding, you’ll look less reputable. Here are 3 basic account setup fields you need and why what you’d upload to your personal profile is NOT the same as your business profile:


For personal accounts For business accounts
Your Avatar Some post a selfie or blurry image Your logo
(best way to promote your brand unless you are your brand)
Your Banner Many post a “nice” picture taken from their iPhone or an image downloaded from Google Images A professional image that displays your brand and/or highlights your using your products, service, or niche
Your Description Whatever the heck you want! A short boilerplate “about us” overview including a few hashtags


Defining your strategy

Your business social posts should either share something about your business (a promo, events, holiday hours…etc) or educate others about your industry or niche (through your own or third-party content)

To help determine if a social post is appropriate for your business ask yourself these questions:

  • Does the topic mesh with my business brand?
  • Will my audience care?
  • What’s the goal or call to action of this post (educate, share, drive website traffic…)?

To save your time, mix pre-scheduled and live posts. Schedule some boilerplate about or self-promotion posts and curated posts and set aside some time each week (or each day) to post a few live comments based on others posts, comments, or content.

Once you get into it, most of this will become second nature. If it doesn’t, or you don’t have time to focus on your social strategy and execution, you can get help!

Hire a professional to help you set up your business social profiles. A good consultant (like VanWhistle Media) can help you determine the right social channels to engage in and help you develop a strategy and posting schedule that will reach the right people at the right time.