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The Basics of Social Media Setup and Management for Small Businesses

The Basics of Social Media Setup and Management for Small BusinessesIn your industry, you’ve had frustrating days, when you’ve done everything right and it still doesn’t work. Days when you — an expert in your field — are left to wonder if it’s the tool or the operator.

Those frustrations can happen in any industry and in the managing of any business. Something that should be simple, like posting company news to Facebook, can become a struggle thanks to the nature of technology. It can be both exciting and maddening that the growth and evolution of digital communication will never stop.

If you already have Facebook and other platforms, think about the results your business sees. Is your company taking full advantage of social media to maximize branding, targeted reach, contact conversions, and (bonus!) website SEO?

If not, some fundamentals can get you started and help you overcome the frustrations of technology. Our goal with this article is to provide the basics of social media setup, management, and best practices for your company, with an understanding that this industry changes as often as yours. At the end of the day, you may want to work with a company to coordinate this portion of your marketing.

Social Media Setup for a Small Business

A business must first have a social media strategy, which isn’t as daunting as it sounds. You simply need to put into words who your best audience would be, and your main goals (what you hope to get from social media).

The second step is to choose your platforms based on that audience and goals. All of these platforms are free to create a profile or business page, and the more the merrier. But some are certainly more useful than others from a business perspective.


Introduced in October 2021, Meta Platforms combines Facebook and Instagram (as well as Messenger, WhatsApp, Oculus, Giphy, and more) and is the current top dog of social media for both individuals and businesses.

At this time, it is necessary to have a personal Facebook account before you can create a Meta business account (and the business pages and profiles that will belong to it). At only one year old, Meta is a work in progress.

Follow these steps to develop a Meta business account:

  • Create a personal Facebook account at or the mobile app if you haven’t already. In the past, businesses could get away with creating a proxy account (First Name “Acme,” Last Name “Company”) but this is no longer possible.
  • Create a business Instagram account at or the mobile app. From the profile, click the settings wheel to confirm you are listed as a “professional account” (or convert the personal account to a professional account).
  • Once you are logged into your personal Facebook account, visit to create a Business Account.
  • Regarding connecting the Instagram business profile to the Facebook business account: It is no longer enough to go to the Facebook page, view the settings menu, select “Instagram,” and click “connect account.” You must first add the Instagram account to your Meta Business Account at

Both Facebook and Instagram are recommended for every business, however they are not the only social media platforms that will affect your marketing results.


By itself, Google is not a social media platform. However, Google is a digital giant above all others, and Google-owned YouTube is the number one video platform. It is the best place to gather all your video content, not just for views on the site, but also for sharing on your website and other social media platforms.

While this is not a social media platform, Google Business has some things in common with social media and deserves an honorable mention here because it is incredibly important for a business’s local SEO (search engine optimization).

To get started, RSPR recommends creating a Google account (Gmail account) for your business at Click “create account” and answer the questions. This account will manage your company’s entire Google presence, including YouTube and Google Business. Do not use an employee’s personal account.

Once you have a Google account, visit, click your profile image in the top right corner, and visit “Your Channel.” This is where you will upload videos, customize your channel page, follow other channels (such as relevant manufacturers and vendors) and view their latest content.

At, you will manage each of the physical locations for your business separately, updating company information like open hours and product photos, as well as customer reviews. You will have to prove ownership and verify your address(es), usually via mail or phone.

Other Social Media Platforms

While a list of social media platforms could continue almost indefinitely, these are the current favorites for small businesses.

  • LinkedIn. This is a great platform for all businesses, but especially B2B, which has a tough time reaching its audience elsewhere. Similar to Facebook, you must have a personal account at before you can create a business profile or become an admin or “super admin” for an existing business profile.
  • Yelp. It may not be the first site you think of for “social media,” but it does qualify and is important for a business’s online presence, especially those that are retail- or service-oriented. Your business is probably already there at, waiting for you to verify it and manage your contact information and reviews.
  • Twitter. With this platform, your business can engage in conversations with customers and share information quickly. Visit and create a business account using your company’s Google account or professional email account.
  • TikTok. While YouTube is the place for longer, polished company videos, TikTok is the place to show your video prowess with quick informational clips (bonus points for humor and human interest). An app is required.
  • Snapchat. The primary way businesses use Snapchat is as an advertising platform. You’ll have to create a Snapchat account before visiting
  • Pinterest. Many businesses have boosted their exposure to new customers with Pinterest, but its effectiveness may depend on your industry. If you’re selling a product, utilize Pinterest to show tips or creative ways that product can be used. Create an account at and begin creating picture/link boards that are relevant to your industry.

Social Media Management for a Small Business

Setting up your profiles is important, but it is only the start.

The benefits of regularly using your business social media channels:

  • Brand Awareness – Post often to make sure your customers and potential customers are thinking about you.
  • Conversions – Regular posts increase the possibility that someone will convert.
  • Customer Service – Social media is an excellent way to communicate with your customers, and regular posting means you’re present and ready to help them.
  • SEO – Fresh content will help you dominate search engine results.
  • Research – The more you post, the more insights you learn about the people who follow you.
  • ROI Accuracy – You won’t know if social media can provide results unless you truly use it.

How often should small businesses post on social media? Once a day, if possible, but three times per week is the industry standard. Exceptions are YouTube, where consistency is more important than volume; Twitter, where conversations are so fast that 10 tweets a day would be optimal; and Pinterest, where more pins is always better.

Beyond the Basics of Social Media Setup

You know what happens when “Bob from accounting” tries to repair the plumbing or the office HVAC system. Things probably get messy, and everyone is reminded that trade professionals exist for a reason.

Even business owners who are tech savvy and comfortable managing their social media will seek help when it comes to advertising on these platforms, or in difficult situations like a business merger.

If you find your social media accounts getting messy, or you simply don’t have the time or interest in managing your company’s online presence and all the headaches that can go along with it, call on professionals to get you the best results without the mess.

Lindsay Schultz is an Account Executive at Ron Sonntag Public Relations.