One question nearly every business owner asks is, “How can I use social media to market my business and build my brand online?” Some tips rise to the top. Here are the best ways to build your business’ brand on social media.

Create a brand voice and tone

Writing for social media is somewhat different than writing business owners typically do. Think about how to adapt your brand approach to a voice and tone that will engage people on social platforms.

Choose your platforms carefully

Focus your attention on just a few platforms where your audience is most likely to be active. Figuring out which platforms are best might require some market research, including seeking feedback about social usage from your current customers.

Jump on trending topics

Which trending topics you comment on and what you say will depend in large part on your brand tone and voice, but the goal is to make sure whatever you post adds something fresh to an ongoing conversation.

Keep posting day in, day out

Social media is like a voracious beast that will keep on eating… and eating. Anticipate this relentless need and put resources in place to ensure your company can meet it. That likely means tasking an employee with creating social content and giving them enough time to generate it.

Engage with your followers

Social media is called “social” for a reason — it’s all about interacting with others. This gives you a golden opportunity to communicate directly with members of your audience and build up their trust in you. Think of them as dynamic portals into the world of your potential customers; the more you reach through that portal, the more interest you’ll draw in.

Work with influencers

Influencers cultivate high levels of trust and hold a remarkable power of persuasion with their followers. By working with influencers, you can reach a highly invested audience. The catch is that it is typically costly to work with these online professionals, so this option should be a carefully considered part of a larger social strategy.

Know and use your metrics

Before you start posting on social, make a plan that outlines what metrics you’ll be measuring to judge how your brand-building efforts are progressing. Learn how to track these metrics and then consistently assess how you’re doing so you can change your strategy to improve.

Have more questions? Reach out to SCORE for free, expert mentoring and resources to guide you through your small business journey. SCORE is a national organization that provides free mentoring services to aspiring entrepreneurs.

Visit to learn more or contact the Northern Arizona SCORE Chairperson, Teresa Zaret at [email protected].