Social Media Essentials: How to Start Promoting Your Business

Lauren Batchelor • November 29, 2023

491 Words.

 

Social media has become an essential tool for businesses to connect with their customers and promote their products or services. Just take a look at the Google Survey data gathered here, social media has become part of the consumer experience. If you're just starting out with social media for your business, it can seem overwhelming. Here are some tips to get you started.

 

First, identify your goals. What do you want to achieve with social media? Do you want to increase brand awareness, drive traffic to your website, use the platform for selling, or generate leads? Once you've identified your goals, you can tailor your social media strategy. Some platforms will even allow you to tailor your paid ads to a specific strategy.

 

Next, choose the right platforms. Your time is valuable, not all social media platforms are created equal, and you don't need to be on all of them. Consider your target audience and which platforms they are most likely to use. For example, if you want to reach a younger audience, you may want to focus on Instagram and Snapchat, while if you're targeting professionals, LinkedIn may be the way to go. Here’s an article that breaks down different platforms – Top Social Media Sites to Consider.

 

Now you’ll need to create a content plan. Consistency is key with social media, so create a content plan that outlines what you'll post and when. This can include a mix of promotional posts, educational content, and behind-the-scenes glimpses into your business. Use a social media scheduling tool to make it easier to stick to your plan. Here’s a fairly exhaustive list – Social Media Posting Tools. Remember, people are often using your social media to evaluate your business/organization before they ever reach the store, donate, or call for an appointment, so use this as an opportunity to put your best foot forward.

 

Engage with your audience. Social media is about building relationships, so make sure you're responding to comments and messages in a timely manner. It’s easy to lose human connection in an online setting. Encourage user-generated content by asking your followers to share photos or stories related to your brand. This allows active participation and interaction between your business and your audience (potential customers).

 

Finally, track your results. Social media is a tool to help you stay on top of an ever-changing market, so use social media analytics to track your progress toward your goals and see what is and what isn’t working. This will help you refine your strategy over time, and alert you to any significant changes in your audience.

 

We hope these tips will help you start your social media strategy for your business. Remember, an audience doesn’t build up overnight, it requires consistency and time. And there’s no time like the present, so get going and get started.

For more articles and information, be sure to check out the Technology section of our Business Resources.


January 13, 2026
75% of hiring managers have encountered lies on resumes, posing a challenge to the trustworthiness of applicant qualifications. Pruning outdated or irrelevant job experiences from resumes can help applicants highlight their most recent and pertinent skills. Checking for employment gaps can uncover important character traits or red flags, such as incarceration, which can be further explored through background checks. Up to 85% of job seekers admit to lying on resumes about aspects like job duties and skills, making independent verification crucial. Handling discovered resume discrepancies with professionalism and aligning hiring decisions with organizational values are key. Investing in thorough verification processes, despite initial costs, is essential for reducing long-term expenses related to unproductive wages, training, and turnover. 554 words ~ 2.5 min. read In today's job market, it's quite common for applicants to exaggerate on their resumes. A surprising find by CareerBuilder shows that 75% of hiring managers have spotted lies on resumes. This highlights a big problem in hiring - how can employers trust what's on a resume? With the honesty of candidate qualifications on the line, it's important for hiring managers to find reliable ways to check the accuracy of resumes to make good hiring decisions. Read on to discover three strategies to help you fast-track the fact-checking process. Prune Old Jobs Pruning old jobs simply means removing any outdated or irrelevant information. For example, if an applicant lists a job that they held 10 years ago and haven't worked in that field since, there's a good chance their skills are no longer up-to-date. The hiring platform Indeed reminds job hopefuls to prioritize their most recent and relevant experience , so including historical work experience may also signal a lack of confidence in applying for an intended position. Check for Gaps Another way to verify the accuracy of an applicant's resume is to check for gaps. This means looking for any periods of time where there is no employment listed. These gaps could be due to a variety of reasons, such as taking time off to raise a family or going back to school. However, they could also be due to something less savory, such as incarceration. Including a background check will reveal gaps due to jail time but also other important things you may want to know like criminal arrest records or driving history. Resume gaps aren’t always a bad thing, of course. They may reveal an applicant’s character or important values, with gaps devoted to honing their leadership skills through volunteering for schools or charitable organizations. What you do with your understanding of these blank spaces is what’s important — use them to weed out applicants or to ascertain if a candidate is a value match during the interview process. Fact-Check Claims According to Good Hire up to 85% of job seekers have admitted to lying on their resume. What are they lying about? Most often, dishonest claims relate to job duties, work experience, and job skills. While it may be easy to verify if an applicant has indeed graduated from Harvard or won Teacher of the Year, it can take much more time and resources to fact check work history and job duties. For that reason, many employers rely on independent recruiters and agencies to verify resume details. What should you do if you discover something that doesn’t check out? When hiring managers spot a lie on a resume, it's important to handle it with care and professionalism. First, double-check the facts to avoid any misunderstandings. If the lie is real, talk to the applicant about it and listen to their side of the story. Then, based on how serious the lie is, decide if you still want to consider the candidate. In the end, your decision should align with your organization’s values. If you do hire someone and later discover the lie, experts recommend confronting the employee to learn more. If you want to terminate the employee, get legal counsel first. Takeaway Devoting time and resources to outside services will increase your hiring costs upfront. However, when you factor in the price tag for unproductive wages, in addition to training, firing, and rehiring costs, investing in a thorough verification process becomes a vital hiring and retention strategy. Read More: 10 Ways to Get the Most from your Chamber Membership Hiring in a Tight Market: Your Local Playbook for Finding and Keeping Great People The New Employee Benefit Everyone is Talking About The Power of 'Entry Interviews' and 'Stay Interviews' Strategies for Improving Employee Retention in Small Businesses --- The Leavenworth-Lansing Area Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.
January 13, 2026
Think Twice Before Hiring or Promoting "Brilliant Jerks" Arianna Huffington criticizes valuing employees solely on brilliance, coining the term "brilliant jerks" for talented yet toxic workers "Brilliant jerks" can hide their toxic behaviors behind exceptional performance, complicating their identification and the management of their negative impact. Their presence can damage team unity, foster a toxic work environment, decrease morale and productivity, and lead to significant financial losses. Tolerating or rewarding such behavior normalizes toxicity and can drive away talented individuals, damaging the company's reputation and its ability to attract and retain top talent. Leaders often struggle to address these individuals due to their perceived value, despite the negative consequences on the team and overall work environment. Identifying toxic traits early, emphasizing emotional intelligence, and fostering teamwork in hiring and promotion processes can help create a healthier, more productive work environment. 547 words ~ 2.5 min read Arianna Huffington, the co-founder of The Huffington Post, famously criticized the practice of valuing employees solely based on their brilliance. She coined the term "brilliant jerks" for those who excel in their job but have a negative impact on the workplace. While it can be tempting to ignore interpersonal flaws for talent's sake, promoting or hiring such individuals often leads to long-term harm. Here, we delve into why this approach is problematic and highlight warning signs of toxic traits. Identifying "brilliant jerks" at work can be tricky. Their exceptional performance and creativity may hide toxic behaviors, making it hard for supervisors and colleagues to address their negative impact. Sometimes, these individuals are socially adept, which complicates recognizing their harmful traits. This dual nature causes confusion, as their value as high performers clashes with their negative influence. Their behavior might be situationally toxic, especially under stress, making it challenging to address effectively. The problem is "brilliant jerks" can significantly impede team unity. Their arrogance or aggression can foster a toxic environment, resulting in reduced morale and productivity among team members. When collaboration and mutual respect are undermined, innovation and efficiency are inevitably impacted. Studies indicate that toxic work environments lead to nearly $50 billion in annual losses for U.S. businesses , with a toxic culture being the leading cause of employee turnover in the initial six months of the Great Resignation. Unfortunately, tolerating or rewarding such behavior promotes disrespect, egoism, and a lack of empathy. This can normalize toxicity, driving away talented individuals who seek a positive work environment. In the long run, it undermines trust and collaboration, crucial for innovation and support. This damages the company's reputation and makes it hard to attract and keep top talent who value a healthy workplace. Dealing with these individuals can be tough due to their perceived value, even if their behavior is harmful. Leaders may fear losing their skills or impacting key projects, leading to tolerance of their actions. The misconception that high performers can behave differently can cloud decision-making, sending the wrong message to the team. It can be difficult to spot 'brilliant jerks' in the hiring process, but these red flags can help draw attention to traits that may overshadow stellar performance. If you do hire someone with these qualities by mistake, Huffington advises business leaders to act quickly: “Don't go there. And if you go there by mistake, fire them as fast as possible.” Red Flags of Toxic Traits: Empathy Deficit: Failing to grasp or appreciate others' feelings and viewpoints. Excessive Arrogance: Constantly asserting superiority over colleagues and disregarding their ideas outright. Resistance to Feedback: Being defensive towards criticism, viewing it as a personal attack rather than a chance for improvement. Manipulative Tactics: Using deceit or coercion to further personal objectives at the expense of others. "Brilliant jerks" love sharing private information in the form of 'secrets.' Social Withdrawal: Drifting apart from team activities and discussions, either by choice or due to others' reactions. Recognizing these red flags is crucial for fostering a healthy work environment. By placing a strong emphasis on emotional intelligence and teamwork during the hiring and promotion processes, organizations can cultivate a culture characterized by mutual respect and seamless collaboration. This, in turn, paves the way for achieving long-term success and sustainable growth. Read More: From Conflict to Collaboration: Turning Workplace Disputes into Growth Opportunities Hiring in a Tight Market: Your Local Playbook for Finding and Keeping Great People Rock Stars Vs. Superstars: Who's Fueling Your Team's Future?  --- The Leavenworth-Lansing Area Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.
January 12, 2026
At the risk of starting the year off with doom and gloom, this is a topic that’s becoming increasingly important. Whether it’s personal uncertainties leaking into the workplace or your employees have concerns about the business or their place in it, many of them are feeling like they’re operating on unstable ground. This topic, while uncomfortable, is not something to be ignored or swept under the business welcome mat. Yet for business owners, this can feel like one more thing on an exhaustive to-do list. You’re managing cash flow, customers, vendors, and growth. Now you’re also managing feelings. (Insert face palm emoji, right?)  The good news is you don’t need a corporate HR department or a perfect roadmap to support your team well. What employees need most during uncertain times isn’t grand gestures. It’s steadiness. Clarity. And signs that the person at the helm is paying attention. Smart Ways to Steady Your Team While you can’t tell someone how to feel, or squash their concerns with logic, you can use these practical, realistic ways to support your employees when things feel unpredictable, without overpromising or burning yourself out. Start with honest, human communication When something is brewing at a company, many leaders make the mistake of falling silent. They don’t have all the answers, so they don’t want to share partial information. They vow to tell employees once they have the complete picture. However, silence breeds stories, and rarely the good kind. When employees don’t know what’s happening, they tend to imagine worst-case scenarios. You don’t need all the answers, but you do need to talk. Share what you know, what you don’t, and what you’re watching. A simple “Here’s where we are right now” goes a long way. Consistent updates, even short ones, create a sense of trust. Think of it like being a lighthouse, not a weather forecaster. You don’t control the storm. You help people navigate it. Acknowledge concerns while reinforcing stability There’s a difference between acknowledging uncertainty and amplifying it. You don’t need to constantly reference challenges or dwell on what might go wrong. Instead, name the reality and then pivot to the established light on the horizon. This is not a time for platitudes like “It’s bound to get better.” Share what you know to be true not some overly optimistic view. Saying “I know this season feels unsettled for a lot of people” validates emotions. Following it with “Here’s what remains solid about our business and our team” restores balance. People don’t expect you to eliminate stress. They want to know you see it. Offer flexibility where it’s possible Flexibility has become one of the most meaningful benefits a small business can offer. It doesn’t always mean remote work or reduced hours. Sometimes it’s flexibility in scheduling, understanding personal constraints, or adjusting expectations during high-stress periods. When employees feel trusted to manage their time and energy, they’re more likely to stay engaged and loyal. Flexibility says, “I care about you as a whole person,” which matters deeply when life feels unpredictable. Focus on what employees can control Uncertainty is unsettling because it takes control away. One of the most supportive things you can do is help employees focus on what they can influence right now. Clear priorities, defined roles, and achievable short-term goals provide a sense of progress. Break big objectives into smaller wins. Momentum is calming. It reminds people that forward motion is still happening, even if the horizon looks fuzzy. Reinforce purpose and contribution During uncertain times, people naturally ask, “Does my work matter?” This is where small businesses have an advantage. You can connect the dots between daily tasks and real impact. Remind employees how their work serves customers, supports the community, or strengthens the business. Specific recognition is powerful. Instead of a generic “good job,” try “That follow-up you did helped retain that longtime client. Great work.” Purpose grounds people when external circumstances feel shaky. It also provides them with ideas of what you and the business value. Encourage connection, not forced positivity Team connection doesn’t require mandatory happy hours or constant cheerleading. In fact, forced positivity can backfire. What people crave is authentic connection. Create space for check-ins that aren’t solely about tasks. Ask how people are doing and mean it. Sometimes support looks like listening, not fixing. A team that feels connected is more resilient when facing uncertainty together. Model calm, realistic leadership Your team takes emotional cues from you, whether you intend it or not. That doesn’t mean you need to pretend everything is fine. It means showing that challenges can be faced with composure and thoughtfulness, not short-tempered flares. Calm leadership isn’t about having all the answers. It’s about demonstrating that uncertainty can be navigated with intention. When you model steadiness, you give your team permission to do the same. Remember small actions compound Support doesn’t have to be dramatic to be effective. Small, consistent actions build trust over time. Things like clear communication, reasonable flexibility, and genuine recognition compound quietly, like interest in a well-managed account. In uncertain times, employees don’t expect perfection. They want leadership that feels human, grounded, and responsive. Robotic repetition of the company line doesn’t instill confidence. Uncertainty may be part of the landscape these days, but how you lead through it is still very much within your control. Read More: 5 Professional Development Practices That will Elevate Your Team's Success Five Strategies for Leading Through Emotionally Charged Times From Conflict to Collaboration: Turning Workplace Disputes into Growth Opportunities Ignite and Empower Your Team with Verbal Feedback Mastering Emotional Agility: A Vital Leadership Skill for Modern Workplaces ------- Christina Metcalf is a writer, ghostwriter and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal audience. She’s the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Facebook: @metcalfwriting Instagram: @christinametcalfauthor LinkedIn: @christinametcalf5