Why Focusing on People Beats Chasing Social Media Rules
Social media can feel like a moving target. Just when you think you’ve figured out how to get your posts seen, the rules change again. This frustration is real, especially for local businesses with limited time to keep up. But there’s a better way: focus on building real connections with the people around you.
Algorithms Change, People Don’t
Social platforms constantly adjust how they show content to users. Trying to “beat the algorithm” often leads to stress and wasted effort. Instead, think about what never changes: your neighbors still need your services, and they still want to support local businesses they know and trust.
When you shift your focus from pleasing an algorithm to serving your community, social media becomes simpler and more effective. Here’s how to make that shift:
Three Ways to Put Community First
- Show up as yourself – Share photos of your team at work, your shop’s daily routine, or how you prepare your products. People connect with real people, not perfect ads.
- Solve local problems – Use your posts to answer common questions your customers have or share tips that make their lives easier.
- Celebrate your area – Highlight local events, feature other small businesses you admire, or share why you love your neighborhood.
How This Works With What You Offer
This approach naturally covers the three types of content that work best:
- When you help people, you show your expertise (Authority)
- When you share your process, people see the real you (Behind-the-Scenes)
- When you mention your products or services naturally, it reminds people what you offer (Offer)
For example, a bakery might post:
- A quick video showing how they test new recipes (Behind-the-Scenes)
- Tips for keeping cookies fresh (Authority)
- A photo of this week’s special birthday cake (Offer)
Simple Steps to Start Today
You don’t need a complicated strategy. Try these small actions:
- Respond to every comment on your posts with a genuine reply
- Share one thing about your business day that would interest customers
- Feature a customer or another local business in a post this week
Social media works best when it feels like a natural extension of how you already connect with customers in person. Keep showing up as the helpful local business you are, and the right people will notice – no algorithm tricks required.
You’ve got this! Your community already values what you do. Social media is just another way to share that with them.
