New, on our blog today – our resident social media expert, Claire Fryer, shares her top social media tips for business owners.

Claire Fryer is co-founder of One to Three Marketing Solutions offering training and mentoring to businesses wanting to use social media as a marketing tool.


Claire Fryer

Do you remember a world without social media? I’m of a certain vintage….. so I do! My first job in a PR agency was all about writing and printing out press releases and sending them with actual photographs, in the post to journalists! It feels so old fashioned but that was only… ‘ahem’ 20… years ago. 

The way we communicate has changed enormously since then and social media is now a big part of over 4 billion people’s lives. 

According to  the Digital 2021: Global Overview report, nearly 54% of the total global population use social media.

45 million of these users are in the UK, that’s 66% of the UK population.

WOW – kind of mind-blowing isn’t it. 

So as a business owner, where do you start? This blog gives my top ten things to think about with regards to using social media as a marketing tool for your business.  

  1. Who is your customer? It’s so important to know who you are communicating with. Knowing your ideal customer will inform you where they ‘hang out’ on socials and therefore tell you where you need to be.
  1. Plan. “A goal without a plan is just a wish.” I LOVE this quote and it’s especially true when it comes to social media. “Winging it” will often mean your message is confused or you don’t post at all. Having a plan is a great way to save time, increase clarity and build engagement. 
  1. DIY or outsource? Some business owners do all of their own social media, some outsource it. I think a perfect solution is a bit of both. You be the voice of your brand, authenticity is key, but work with experts so you understand how to use the platforms properly and perhaps work with someone to help you manage the load of social media marketing.
  1. A picture paints a thousand words – this is so true of social media. Imagery is key! Whether you have your own images, investing in a photo shoot is highly recommended, or you use free resources such as or really think about your imagery and how they match your message.

5. So many people are still a bit scared about video but I think it is an essential tool to help you to stand out from the crowd on socials. It helps your audience to get to know you – your authentic voice can shine in a short video. 

  1. Social media should not be treated as a ‘flat’ sales tool. Infact around 80% of your content should not be sales led at all. Think top tips, fun, personality and sharing others news before you think about selling.
  1. It’s not all about you! Interaction with others on social media is as important as posting your own content. Don’t be one dimensional. Take time to comment on other’s posts and share them, become part of their conversations as well as starting your own.
  1. Don’t get too hung up on the statistics. It’s important to grow your channels and engagement is key but remember it is better to have 100 engaged followers who are your ideal customer than 1,000 unengaged people who aren’t who you’re wanting to reach anyway 
  1. Review your plan regularly. Messages change all the time – reviewing at regular intervals will ensure your strategy is on message.  
  1. Have fun! Social media is a fun place to be and a great way to allow your brand personality to shine so have fun and enjoy!


We hope that you find these tips from Claire useful. To make sure that you don’t miss out on any other Tabono news, events or blogs, sign up for our newsletter or come and try out our small business community.