Ways to Bring Out the Human Side of Your Small Business on Social Media

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Ways to Bring Out the Human Side of Your Small Business on Social Media

Social media platforms give brands the opportunity to connect with customers in a direct and personal way. Here are five ways to use your business’ social platforms to create authentic content that humanizes your brand and creates deeper customer connections.

Every communications channel you use to interact with your customers serves a slightly different purpose. Your blog is a great tool for educating your audience. Your newsletter can inform customers of company news every month. And, your social media channels hold the perfect opportunity for you to showcase your personality and humanize your brand. The ability of a brand to connect with audiences on a personal level on platforms like Instagram, Facebook, Twitter, LinkedIn, and others, is what allows businesses to create real relationships with their followers. This is especially good news for small business owners and their teams who are often better positioned than larger businesses to show an authentic passion for the work they do. According to nationally-known social media professional, Rachel Strella of Strella Social Media, “People relate more to other people than to a logo or brand image. This can give small businesses and solopreneurs an advantage over bigger businesses.”

Creating relationships between your team and your social audience is about more than gaining followers. It’s an extremely effective way to build trust. When your customers and prospective customers trust you and, by extension, the products or services you sell, you’re rewarded with customer loyalty and, over time, greater revenue. “For a small business, customer loyalty is often tied to the people who work in the business—the people who give that business’ products and services their staying power,” explains Strella.

Social platforms are the perfect place to build real, human connections with your audience.

Here’s how to use social platforms to your advantage and develop the types of relationships that build trust, create customer loyalty and ultimately help your business grow. Share Your Brand’s Story

Every person and every brand has a story to tell

Stories are powerful ways to create emotional connections with your followers, especially stories about what inspired you to start your business.

Let Your Followers Get to Know Your Team

People buy products, but they connect with people. Let your followers meet the men and women behind the curtain and see how your entire team is contributing to the products your followers love.

Let Your Followers Get to Know Your Team

People buy products, but they connect with people. Let your followers meet the men and women behind the curtain and see how your entire team is contributing to the products your followers love.

Be Authentic

Social success is about being authentic and letting people see and hear the true personality of your business. Write posts that read like your voice and craft sentences the way you would if you were having a conversation with a customer.


Create a Conversation

Be social on social media and use these platforms to talk directly to your customers. Reply to their comments and questions. Follow their accounts and comment on posts you enjoy. There’s no better way to humanize your brand than to create conversation.

Engage with Content That’s Bigger than Your Brand

Create social content that’s about more than just you and your company. Use your platform as a way to share content your followers may find interesting. Post content about causes or news that’s important to your business’ purpose. Show support for your followers’ content by sharing and commenting.


Social media platforms give brands the ability to connect and build relationships with customers in ways that never existed before now. The companies that find the most success growing their business on social media do so by humanizing their brands, engaging followers, and creating loyal customers.

Developing a social media presence that builds trust and customer loyalty requires a well-thought-out strategy.

Before you begin posting, develop a clear social strategy with a plan for creating engaging content to connect with your followers. When you’re ready to start, connect with a communications professional, like a SCORE mentor. A SCORE mentor will work with you to develop a social strategy that supports your overall business goals and create engaging content for each of your platforms. Contact a SCORE mentor today.

Yusef Muhammad
Southwest Regional Vice President, SCORE

Since 1964, SCORE “Mentors to America’s Small Business” has helped more than 11 million aspiring entrepreneurs and small business owners through mentoring and business workshops. More than 10,000 volunteer business mentors in over 250 chapters serve their communities through entrepreneur education dedicated to the formation, growth and success of small businesses. For more information about starting or operating a small business, call 1-800-634-0245 for the SCORE chapter nearest you. Visit SCORE atwww.score.org.Funded in part through a Cooperative Agreement with the U.S. Small Business Administration. All opinions, conclusions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA.

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