By Crystal Holberton – Director of Membership Services at WeBA
As a new entrepreneur, social media posting and marketing can seem incredibly overwhelming. Marketers often roll out statistics that amplify the fear, making social media marketing seem so unattainable and time-demanding that it gets pushed to the back burner. For bigger businesses, we hire people to handle this, but here’s the catch: if you’ve never done it yourself, how do you know who’s actually good at it? Just because someone’s socials look good doesn’t mean they convert.
After years of learning the hard way and running multiple businesses under the Three Seas brand, I’ve discovered that social media doesn’t have to be as scary as it seems. Let me share some practical tips and debunk a few common myths.
Myth #1: You Need Different Content for Different Platforms
The reality: Just pump out what you can. Focus on creating a diverse mix of content types—images, animations, reels, lives, videos, and links—rather than worrying about platform-specific content. If you only post one kind of thing on one platform, it can hurt your algorithm. Different people like different things, so variety is key.
Myth #2: One Social Media Account Can Serve Multiple Businesses
The truth: Every one of your businesses needs its own social media presence. If you own multiple businesses or offer different services, they need to be defined by their own socials so you attract the right followers who are actually engaged and ready to convert to clients.
Essential Tools That Make Creation Easier
The good news? You don’t need to be a tech wizard to create great content. Here are my go-to tools:
Canva offers tons of free courses inside its app. You can create bulk posts—hundreds at a time—which is a massive time-saver.
TikTok has incredible ways to create animations in seconds. Don’t be afraid of that auto-cut button. Play with it and see what you get.
YouTube is your friend. You can put almost any question into YouTube and find a tutorial video. This is how I self-taught myself everything.
Content 360 is my secret weapon for businesses of any size. This app allows you to manage social media across multiple platforms quickly. It includes AI integrations that help you respond to comments, engage your audience, suggest optimal posting times, and schedule posts far into the future—even years ahead. You can create bulk posts or set up repeat posts that automatically publish every Christmas.
My Affiliate Link: https://get.content360.io/lifetime?am_id=crystal9664
Why DIY Social Media Matters (Even If You Plan to Hire Later)
I strongly suggest that small businesses handle their own social media at first. Here’s why: you need to learn how it works. Not only does this save you money, but when your business grows and you’re ready to delegate, you’ll be able to write better SOPs and conduct better interviews. You’ll ask relevant questions instead of surface-level ones that don’t actually tell you whether a social media marketer will be a good fit.
Understanding Platform Algorithms
Each platform has its own quirks:
Facebook: Pumping out too many business comments will get you kicked out of groups and flagged as spam. Facebook is all about genuine connections. Look for opportunities in groups—when someone asks for recommendations in your industry, tag your business and hope it triggers customers to share their experiences. If you’re doing Facebook ads, be prepared to invest. That $5-a-day ad won’t cut it. For any paid advertising, consider budgeting $1,000 a month per platform.
LinkedIn: The repost is everything. Make sure your team is reposting, and encourage business connections and partners to do the same. If you get enough reposts, LinkedIn will actually send out email marketing for you, notifying other members about your popular post.
TikTok: If people aren’t watching your videos all the way through, you’re not getting into the algorithm. Share posts to other people to boost engagement, and consider creating a community of people who help each other’s content succeed.
Instagram: I’ll be honest—I haven’t fully cracked Instagram yet. The beauty industry and product-based businesses seem to do well there, while trades don’t perform as strongly. If you’ve broken the Instagram algorithm, I’d love to hear from you!
The Bottom Line
Social media isn’t as scary as it seems. Once you know how to do something, it’s easy—learning is the hard part. So ask yourself: Are you willing to do the learning? Are you willing to check out YouTube tutorials? LinkedIn Learning? Canva’s courses?
Look at Eventbrite for local classes that teach social media and Canva skills. Whether you’re a solopreneur managing it all yourself or a bigger company learning to hire better, investing time in education pays off.
I host classes for entrepreneurs on running these systems and improving social media strategies. Find us on Eventbrite and get out there and learn. The tools are available, the knowledge is accessible, and your business deserves to be seen.