Whether you’re a new startup seeking visibility or a seasoned business that’s had web-based interactions with customers for years, social media offers entrepreneurs a space to interact with users from around the globe. To Mary Robins — Bryant’s Digital Communication program coordinator and lecturer within the College of Arts and Sciences' Communication and Language Studies Department — social media is more than just a place for companies to broadcast messages; it’s an online base for real conversations and meaningful relationships.
“Businesses that succeed on social media understand that trust isn't built with flashy ads or perfectly curated posts, but through genuine, transparent engagement,” says Robins.
Regularly engaging with followers helps build community and gives individuals a glimpse of the human side of a business and brand. Through genuine connection and conversation, followers are more likely to become loyal customers and advocates.
Below, Robins supplies four tips for entrepreneurs to consider when promoting their business through social media:
1. Embrace your inner chameleon
Finding the best social media platforms for reaching your audience starts with getting to know your audience. According to Robins, business owners should consider their customers’ values, interests, and where they’re already spending their time online.
“It’s important to consider each platform’s unique personality,” Robins says. “For instance, LinkedIn is great for more formal, thought-provoking content that works well for professional audiences interested in industry insights. Meanwhile, TikTok is all about fun and might be a better fit if you’re trying to reach younger people who engage with visual or lifestyle-driven content.”
Matching your content to the platform’s personality and adapting your tone for every platform helps build a natural connection with users and shows them you understand each platform’s culture.
Robins suggests the following tones:
Instagram – keep it casual, warm, and visually appealing. This platform thrives on storytelling, so speak like a friend rather than a brand.
Facebook – blend professional and approachable tones. Share posts that create a dialogue, like asking questions or providing encouraging comments.
X – be direct, conversational, engage with real-time trends, and use humor when appropriate.
2. Champion authenticity over perfection
To create truly engaging content on social media, Robins suggests focusing on authenticity instead of aiming for perfection.
“In the digital world, audiences connect with brands that feel real and relatable, not just polished. Show the human side of your brand through real stories, testimonials, and glimpses into your everyday operations. Authenticity builds trust and keeps people coming back,” Robins says.
Businesses should share tips, tutorials, and insights that come from experience and understanding the audience’s needs. She notes that when people feel like a company is helping them solve a real problem rather than just pushing content, companies will naturally build a reputation as a go-to resource.
Additionally, implement interactive content (think: polls, Q&As, live videos), which feels more personal. These formats give you a chance to engage with your audience in a two-way conversation that feels spontaneous and genuine. Reposting what your customers share about your brand shows that you genuinely appreciate their voices, building a community that feels valued and connected.
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“It’s also important to check your audience’s engagement habits. Look at where they’re already interacting with content similar to yours. Testing different platforms can help too — experiment a bit, see where engagement is highest, and refine your strategy from there,” says Robins.
She notes that most people who engage in social media personally — and even some professionally — think that posting is successful if you make a nice-looking post that people engage with. Often, individuals really don't understand the long game. To truly be successful and have it impact your brand, you must start with a well-researched strategy that comes from listening to your audience, auditing both yours and your competitor(s) brands, and creating a strategic guide to help you craft content regularly and then engage with your audience consistently.
3. Post regularly, use analytics as a guide
Consistency helps build trust with your audience. Having a reliable schedule, says Robins, signals that your brand is committed and present, whereas inconsistent posting can come across as a bit flaky — possibly affecting how your audience perceives you.
Each platform has its own norms too and will impact how often you post. X, for example, moves fast, so daily posts keep followers in the loop. LinkedIn, on the other hand, is all about depth, so one to two posts a week for more substantial content is plenty.
“Quality is just as important as how often you post,” Robins says. “Think of each post as a piece of your brand’s story, something that adds value to your audience. Posting consistently is important, but every post should also feel meaningful and relevant.”
When it comes to connecting with an audience, analytics can be a helpful guide. Robins shares that analytics show companies which topics and types of content resonate with people, and businesses can use that information to refine content.
“If we notice people engaging more with certain content at specific times or in particular formats, we can adapt our strategy to meet them where they are,” Robins says. “It’s all about finding the right balance so that we’re connecting in a way that feels genuine and keeps the conversation going.”
4. Balance promotional content, conversations
On social media, promotional content is about sharing how a product, service, or event improves the lives of the brand's audience. According to Robins, many businesses make the mistake of only posting promotional content, which can come off as cold and impersonal. Therefore, you should balance sales posts with authentic conversations like asking your audience questions, responding to comments, and showing that you genuinely care about what they think.
Social media is a two-way street. The businesses that thrive on these platforms are the ones that not only share their stories but listen, says Robins. When you pay attention to the feedback from your audience — whether it's a comment, message, or like — you show them that their voice matters. This relationship gives your brand the chance to adapt and grow alongside followers — building stronger connections over time.
“In a world where people value honesty more than ever, transparency is the cornerstone of trust. Whether it's admitting a mistake or sharing the behind-the-scenes process of how your business operates, being open about the ups and downs of your journey humanizes your brand. It reminds people that you’re not just a faceless entity; you’re a business full of real people, making real decisions,” Robins says.
