Small Business Saturday Blog

How to use social media to grow your small business

Friday, May 20 at 09:46Quick Guide | Social Media | Top Tips

Three quarters of SMEs are planning to implement a social media marketing plan by 2017.  But having the expertise to do this right can be challenging, especially if your time is limited.

Here at Digital Mums, where we train mums to be social media managers and help businesses with social media solutions, we’ve developed a straightforward approach that will simply define your approach to social media. And it works whatever your business type.  We call it the Test, Measure, Reflect and Refine model.

How it works
The premise is simple - expand upon what works on social media and throw away everything else.  It focuses on constantly tweaking and improving on content, conversations and engagement.

Step 1:  Test
Think about your target customer and develop detailed user personas of who they are (to find out how to do this check out the first in our #SocialDoneRight blog series).  Then test out different approaches on social media to see what works best.  So for example;

  • push different content formats i.e. photos, videos and text
  • push different content subject matter
  • schedule posts at different times of the day and week

What you choose to test first doesn’t really matter - the important thing is to get started.

Step 2:  Measure
It’s best to wait about a week before you start analysing posts.  As nearly everything on social media can be measured (almost there Instagram!) you can establish the success of every single post.
Some of the analytics can seem complicated, but they’re worth persevering with as the data is incredible.

Step 3:  Reflect
Once you have your data, you’ll need to dedicate some time to really analysing  it.  Distilling key insights will really help you improve your activity, These are some of the key things to look out for:

  • Date / Time

Are there are certain times of the week or month you posts are more successful?  Perhaps the weekend is always quiet so you need to post more mid week, or vice-versa.

  • Audience/demographics

Depending on the platform you’ll get data on the people following you and even who has viewed your profile.  If you’re not quite reaching your target demographic, think again about the type of content you’re pushing out.

  • Impressions/reach

This is helpful for brand awareness as you can check how many people have seen your activity. Certain content or a big influencer sharing may mean a spoke in content.  If you see a dip you might need to post more often.

  • Engagement

The more likes, comments and shares you’re getting, then the more engaged your audience.   You should be able to see what content works best and when it’s best to post it.

  • Clicks

If you’re aiming to drive people to your website then look at the click throughs.  These analytics are also useful in establishing if brand awareness is translating into a deeper interest in your company.

  • New fans/followers

Spikes or drops could be related to the amount your posting and joining in with conversations.  You may see more followers when you use a popular hashtag or piggyback an event, in which case do it more.

Step 4:  Refine
Once you have these insights you can then refine your social media activity accordingly.  Do more of what is successful and get rid of anything that hasn’t worked.

Then once you’ve refined, you can begin testing again.  It’s a never-ending cycle to consistently improve your performance! It takes patience, but over time we guarantee you’ll build an engaged and strong community and truly see results from social media.


By Richard Miranda, Head of Growth at Digital Mums. For a step-by-step guide to social media for small businesses follow our #SocialDoneRight blog series over on blog.digitalmums.com.  Join us every Thursday 11am-12pm for our #SocialDoneRight tweet chats on @DigitalMumsBiz to get advice from social media experts.

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