Running a business is demanding enough without having to worry about posting content, responding to comments, and keeping up with ever-changing social media algorithms. Yet, you know that social media presence isn't optional anymore – it's where your customers discover you, read reviews, and decide whether to walk through your doors.
The challenge isn't just finding time for social media; it's knowing how to do it right. Should you handle it yourself, hire someone, or work with an agency? What are other successful companies doing that you're not?
This guide breaks down exactly how companies manage social media, giving you practical options that fit different business sizes, budgets, and goals.
How Companies Actually Manage Their Social Media
The DIY Approach: Business Owners Managing Everything
Many small businesses, especially cafes, restaurants, and guesthouses, start by handling social media themselves. This works when you're just beginning and have limited customers, but it quickly becomes overwhelming.
What works: Direct, authentic voice that truly represents your brand. A local cafe owner posting behind-the-scenes coffee brewing videos feels genuine because it is.
What doesn't work: Inconsistent posting, poor photo quality, and no strategic planning. One restaurant owner we spoke with admitted to posting randomly whenever they remembered, leading to weeks of silence followed by multiple posts in one day.
Best for: Very small businesses with limited budgets who can dedicate 1-2 hours daily to social media.
Building an In-House Social Media Team
Growing companies often hire dedicated staff to handle their social presence. This might be a part-time social media coordinator or a full marketing team member.
What works: Team members understand your business intimately and can respond quickly to customer inquiries. A boutique hotel that hired a local social media manager saw their engagement rates increase by 300% because the manager could showcase real guest experiences authentically.
What doesn't work: Limited expertise in strategy, advertising, and analytics. Many businesses hire based on personal social media skills rather than professional marketing knowledge.
Best for: Mid-sized businesses with steady revenue who can afford $3,000-6,000 monthly for a dedicated team member.
Partnering with Social Media Agencies
Companies serious about growth often work with specialized agencies that bring expertise, tools, and proven systems.
What works: Professional strategy, consistent content creation, and access to advertising expertise. A group of local restaurants that partnered with a social media agency saw their collective online orders increase by 150% within six months.
What doesn't work: Less control over day-to-day posting and potentially higher costs than in-house options.
Best for: Established businesses ready to invest $2,000-10,000+ monthly for comprehensive social media management and advertising.
The Hybrid Approach: Combining Internal and External Resources
Smart companies often blend approaches – keeping customer service and community management in-house while outsourcing content creation and advertising to specialists.
What works: Maintains authentic customer relationships while leveraging professional expertise for growth-focused activities.
Best for: Companies that want control over customer interactions but need professional help with strategy and content creation.
Common Mistakes That Cost Business Owners Time and Money
Mistake 1: Treating All Platforms the Same Way
Many businesses post identical content across Facebook, Instagram, and TikTok, not realizing each platform has different audiences and content preferences. A coffee shop posting the same image with the same caption everywhere misses opportunities to engage different customer segments effectively.
Solution: Adapt your content format and messaging for each platform while maintaining consistent branding.
Mistake 2: Focusing Only on Follower Count Instead of Engagement
Businesses often celebrate reaching 1,000 followers while ignoring that only 20 people engage with their posts. High follower counts mean nothing if those followers don't visit your business or make purchases.
Solution: Track meaningful metrics like website clicks, phone calls, and actual customer visits generated from social media.
Finding the Right Social Media Management Approach for Your Business
The most successful companies don't just post content – they use social media strategically to drive real business results. Whether you choose to manage it yourself, build an internal team, or partner with experts, the key is having a clear plan that aligns with your business goals.
Your social media should work as hard as you do to bring customers through your doors. If you're spending hours on social media without seeing concrete results, or if you're avoiding it altogether because it feels overwhelming, it might be time to explore how professional social media management could transform your business.
Ready to stop guessing and start seeing real results from your social media efforts?
Book a free consultation with RedSparks to discover which approach will work best for your business and budget. We'll analyze your current social media presence and show you exactly how to turn your online efforts into paying customers.