Paul Andrews - Founder & CEO, Family Business United

Maximising Social Media For Your Family Business

In today's digital age, social media is an indispensable tool for businesses of all sizes. For family-owned businesses, leveraging these platforms can be particularly beneficial. They provide a cost-effective way to connect with customers, build brand loyalty, and expand your reach.

Here’s how you can make the most of social media for your family business, along with essential tips for success.

1. Choose The Right Platforms

Not all social media platforms are created equal, and each one serves different purposes. Focus on the platforms where your target audience spends most of their time. For instance:

Facebook: Great for community engagement and sharing detailed updates.
Instagram: Ideal for visually-driven businesses, such as those in retail, food, or lifestyle sectors.
LinkedIn: Perfect for B2B businesses or those looking to connect with other professionals.
X (formerly known as Twitter): Useful for real-time updates and customer service.

2. Create A Consistent Brand Voice

Your brand voice should reflect your family business’s values and personality. Whether it’s warm and friendly, professional, or quirky, maintaining consistency across all platforms is key. This helps in creating a recognisable and trustworthy brand.

3. Share Your Story

People love stories, and your family business likely has a rich history or unique founding tale. Share your story to connect with your audience on a personal level and build the narrative into your social media messages as this will help to build trust and differentiate your business from the non-family owned business community. Ways that you can do this could include:

Sharing details of the history and the origins of your business.
Recognise and celebrate milestones and achievements.
Behind-the-scenes glimpses of what you do and the team engaged in doing it.

4. Engage With Your Audience

Social media is not just a broadcasting tool but a platform for two-way communication and it is at its most powerful when you fully engage in dialogue. Engage with your followers by:

Responding to comments and messages promptly.
Asking for feedback and suggestions.
Creating interactive content like polls, Q&A sessions, and contests.
Follow your customers and like, share and comment on their posts.

5. Post Regularly But Strategically

Consistency is crucial, but so is quality over quantity. Develop a content calendar to plan your posts and ensure you’re posting regularly. Use analytics tools provided by the platforms to determine the best times to post and the types of content that resonate most with your audience and then post accordingly.

6. Utilise Visual Content

Visual content tends to perform better on social media. Use high-quality images and videos to showcase your products, services, and family moments. There are plenty of tools available that can help you create visually appealing posts even if you don’t have a graphic design background.

7. Leverage User-Generated Content

Encourage your customers to share their experiences with your products or services on social media. Reposting user-generated content not only provides social proof but also fosters a sense of community. Create branded hashtags to make it easier for customers to share and for you to find these posts.

8. Run Social Media Campaigns And Promotions

Special promotions and social media-exclusive deals can drive engagement and sales. Consider running:

Holiday or seasonal promotions.
Giveaways and contests.
Collaborations with influencers or other local businesses.

9. Monitor And Adapt

Regularly monitor your social media performance using analytics tools. Track metrics such as engagement rates, follower growth, and click-through rates. Use these insights to adapt your strategy and improve your content and therefore allow you to invest time and effort into developing content on the right platforms that provide the biggest impact.

10. Stay Authentic

Authenticity is crucial on social media. Be genuine in your interactions and transparent in your communications. Show the human side of your business, and don’t be afraid to share challenges and how you overcome them. Authenticity builds trust and strengthens your relationship with your audience.

"Social media offers a powerful way to grow and promote your family business. By choosing the right platforms, maintaining a consistent brand voice, engaging with your audience, and staying authentic, you can create a strong social media presence that drives both engagement and sales."