R Public Relations Firm
Social Media for Small Businesses: How to Create a Content Strategy
As a small business owner, you know that it takes continuous effort and work to increase your online presence and reach the eyes of your target audience. But now that we’re well into the digital age, the question of how important social media for small businesses is remains a pressing question for many—despite how widespread and integral to daily life these platforms have become.
As a small business owner, you know that it takes continuous effort and work to increase your online presence and reach the eyes of your target audience. But now that we’re well into the digital age, the question of how important social media for small businesses is remains a pressing question for many—despite how widespread and integral to daily life these platforms have become.
With billions of users on social platforms and more than half of U.S. adults reporting that they use Instagram alone, it’s never been more clear that social media for small businesses is crucial. Utilizing social media for your business’ growth and recognition will help ensure that you’re connected with your customers while keeping you competitive. To do this, you’ll need a social media content strategy that meets your business needs.
At R Public Relations, we know the most effective ways to build and integrate a content strategy for businesses across a range of social media platforms—from Facebook, Instagram and TikTok to LinkedIn.
Below, let’s dig into what exactly a social media content strategy is and how you can get started creating your own.
What is a Social Media Content Strategy?
A social media content strategy is a roadmap for how your small business will create, manage and optimize its online presence. It includes:
- A social media posting schedule
- How social content will be created
- Social media goals
- Target audience demographics
- Specific plans for each social media platform
Your social media content strategy will help you and your team fully understand how to best manage your online presence across your chosen social media—from how to tackle content creation for different platforms to keeping track of social analytics like conversion rates and engagement.
Effective social media for small businesses requires a carefully planned content strategy so you can connect with your audience in the most relevant ways for your business. This can be through targeted social media campaigns, engaging content, building influencer partnerships, and building a consistent brand voice on your socials.
How to Create a Social Media Content Strategy
The wonderful thing about social media is that there is no one-size-fits-all approach. Each small business is completely unique in its own right and that requires your social media content strategy to be distinctive. But when it comes to creating your content strategy, there are some specific methods you can use to create a strong, long-term strategy for your business.
Create social media goals that align with your business intentions.
No social media content strategy can begin without setting social media goals for your small business. Clearly defined goals will lay a strong foundation for your entire content strategy, including the social content you’ll be creating and sharing. To create clear goals, you’ll want to consider what you’re looking to get out of your social media specifically and ensure that your goals align with your long-term business intentions.
For example, say that three of your social media goals are to increase brand awareness, grow revenue and build a strong community around your small business. These are all clearly defined goals for which you can utilize your social media. They also tie directly into your small business’s growth. By creating social goals that align with your business intentions, you’ll ensure that you can’t lose sight of your social media content strategy.
Determine the best social media platforms for your small business.
You may already be on social media platforms and you’re probably aware that many large businesses have accounts on all available social platforms. But as a small business, it’s imperative that you take a step back and ask yourself what social media networks are absolutely key for you.
Consider the following factors as you determine the best social platforms for your business:
- Think about what features each social media offers and what would be beneficial to your business. For example, Instagram and TikTok are visually-driven platforms that center photos and videos while LinkedIn is more focused on text-based content.
- Figure out where your target audience is spending most of their time—younger and older audiences tend to use different platforms. About 42% of Millennials are using Meta Threads while Baby Boomers are still going strong on Facebook. You’ll want to meet your audience where they are.
- Consider the type of social content you want to focus on and how you want to engage with your audience. Will you be creating videos or blogs? Do you want to encourage ongoing conversations or be able to participate in social trends?
Keeping these factors in mind will help you choose which platforms will have the most impact for your business and social media content strategy.
Put together a social media content plan.
Within your larger social media content strategy, you’ll need to put together a specific content plan. This plan will be a defining outline for the type of content that you and your team are creating for each social platform you’re on. Keep factors like social media features, what type of content your target audience engages with most, and what industry content works best in mind while creating this plan.
HubSpot’s 2024 Consumer Trends Report found that 63% of consumers feel that content posted by brands on social media is authentic or relatable. You can use this kind of data, along with what your target audience enjoys seeing from you, as a guide to creating your content plan. Your target audience might be more keen to engage with long-form blog posts over videos or vice-versa—factor what content they engage with most into your content plan. A content plan will serve you in many ways, allowing you to plan social posts in advance and ensuring that your social media content strategy is relevant.
It’s Time to Consider Your Social Media Content Strategy
Creating a social media content strategy for your small business can seem daunting, but it doesn’t have to be. By taking it one step at a time, you can build a long-term content strategy that is specially tailored for your business’ needs and will help you get the most out of your chosen social platforms.
For expert PR help on tackling social media for small businesses, contact RPR today to schedule a discovery call.
The evolution of influencer marketing: Why bigger isn’t always better
It seems like just yesterday we were explaining what influencer marketing was to family, friends and clients, but—as is often said—time truly flies.
With today's rapid technological advancement and continuous social change, the days of Myspace and traditional mommy bloggers from the early aughts are long gone.
Influencer marketing has quickly evolved from a far-off, novel concept to a household term and a facet of daily life for all internet users. While this contemporary aspect of marketing provided PR practitioners, marketers and businesses with vast new opportunities for success, consumers have become fatigued by the content of many macro-influencers with significant wealth, millions of followers, large-scale brand deals, and the like.
Due to this priority shift among much of the public, brands and professionals are following suit by partnering with more micro- and nano-influencers who have smaller, highly engaged audiences.
While securing collaborations with individuals with more expansive audiences may seem like the best outcome for brands, this is often untrue. In fact, the micro- and nano-influencers we see today typically offer more authentic endorsements and foster closer connections with their followers, making them valuable partners for brands seeking genuine engagement.
One of the many ways that marketing and public relations firms mindfully and strategically serve clients is by monitoring various trends and continuously navigating these seemingly undetectable shifts, which can significantly impact brands across all industries.
Then and now
According to Aspire, the pioneers of influencer marketing can be traced back as early as the 18th century. British potter Josiah Wedgwood earned the official title of "Her Majesty's Potter" after receiving approval from Queen Charlotte in 1765.
At a time when the Queen was the ultimate influencer, Wedgwood opted to leverage his new status and established the world's first luxury pottery brand. Even then, an endorsement of this caliber was the catalyst for the "Queensware" brand, making it desirable and relevant to the masses.
Centuries later, modern royalty—celebrities—took over this role. In the early 2000s, celebrity endorsements leveraged the influence of these seemingly unreachable icons and tastemakers with actual, current preferences. Because of these individuals' sway on the public, brands like Nike and Pepsi began to create mutually beneficial partnerships and endorsements.
Naturally, this gave way to the age of influencers we know today. However, despite their massive reach, the sense of access and connection dissipated, significantly decreasing engagement and ultimately causing consumer fatigue as the market oversaturated.
The Micro- and Nano-Influencer Effect
This pivot away from vast but blatantly promotional content is pushing brands back toward more authentic, value-centered and intentional partnerships. This is where micro- and nano-influencers enter the chat.
Harvard Business Review shared critical data on the transition: "Nano influencers, those with fewer than 10,000 followers, yield a remarkable average return of more than $1,000 on a $50 investment—the typical worth of the free products they receive. Conversely, macro influencers, those with more than 100,000 followers, command a hefty price tag of well over $1,000, on average, but deliver a return of only $6,000."
These findings showcase that consumers prioritize authenticity, honesty, connection, and trust in "real" people, making more niche influencers the perfect partners.
Aside from the authenticity, trust and impressive engagement rates that nano- and micro-influencers possess. They are also much more cost-effective, providing opportunities to brands with smaller budgets or more diverse strategies. For example, niche strategies, allowing brands to target particular audiences effectively, or community-oriented strategies, building deeper relationships with followers and feeling like a friend.
"Nano influencers are just like us," Bocconi University's Maximilian Beichert wisely stated. "They interact with followers just like they do with their friends. This authenticity is so much more powerful than a sponsored post with no engagement from a well-known celebrity.” Though consumer preferences continuously evolve, trust, authenticity and honesty will never go out of style.
If you're interested in learning more about RPR's approach to influencer marketing, reach out to R team today!
How to Handle Negative Reviews: A Guide for Small Businesses
Negative reviews can feel like a gut punch to any business owner. You pour your heart and soul into your work, so when someone criticizes your efforts, it’s natural to feel defensive or even hurt. But negative reviews don’t have to spell disaster for your business. In fact, how you respond can turn a challenging situation into an opportunity to build trust and loyalty with your customers.
Here are our top tips on how to handle negative reviews with grace, professionalism and effectiveness.
1. Respond Quickly and Publicly
Timing is critical when it comes to addressing negative reviews. Leaving a complaint unanswered for too long can make it seem like you’re ignoring the issue or, worse, that you don’t care.
Responding quickly—ideally within 24 to 48 hours—shows that you take customer feedback seriously. Always make your initial response in a public setting so that others can see you’re proactive and willing to address concerns. However, keep it concise and professional, and invite the customer to continue the conversation privately.
For example, you might say:
"We’re sorry to hear about your experience. Please reach out to us at [email/phone] so we can better understand the issue and make things right."
2. Show Empathy
A little empathy can go a long way. Whether the customer had a bad day or genuinely experienced an issue with your product or service, it’s important to acknowledge their feelings.
Phrases like “We understand your frustration” or “We’re sorry you had this experience” can help diffuse tension and show that you genuinely care about resolving their concern.
Avoid dismissing their emotions or jumping to conclusions. Even if you believe the complaint isn’t entirely justified, showing empathy sets the tone for a productive resolution.
3. Do Not Gaslight
Gaslighting—dismissing someone’s feelings or making them question their experience—can damage your reputation more than the negative review itself. Avoid phrases like “That didn’t happen” or “You must have misunderstood.”
Instead, focus on gathering the details you need to understand what went wrong and address it head-on. If there was a genuine mistake, own up to it and outline steps to ensure it won’t happen again. Honesty and transparency will always resonate with customers.
4. Do Not Get Mean
Negative reviews can sting, but letting emotions get the better of you is never a good idea. Sarcastic, defensive or hostile responses will only escalate the situation and reflect poorly on your business.
Remember, your response isn’t just for the reviewer—it’s for anyone else who might come across it. Stay professional, polite and focused on finding a solution, even if the reviewer seems unreasonable.
5. Make It Right
More often than not, a customer who leaves a negative review simply wants to feel heard and valued. Go the extra mile to resolve their issue where possible. Whether it’s offering a refund, replacement or discount, your willingness to fix the problem speaks volumes.
This kind of action can turn an unhappy customer into a loyal advocate. Even if the reviewer doesn’t update their comment, future customers will see your effort to make things right.
6. Don’t Engage with Bots or Bullies—But DO Engage with Real People
Not all reviews are created equal. Some come from trolls, bots or individuals who aren’t genuinely interested in resolving an issue. In these cases, it’s best to report the review (if possible) or leave it alone.
However, if the review comes from a real person with a valid concern, seize the opportunity to show your dedication to excellent customer service. Respond thoughtfully and work toward a resolution that satisfies both parties.
Turning Negative Reviews Into Positive Outcomes
Negative reviews may feel like a setback, but they’re also a chance to showcase your business’s values, professionalism and commitment to customer satisfaction. By responding quickly, showing empathy and resolving issues where possible, you can turn these experiences into opportunities to strengthen your brand.
Your goal isn’t just to resolve the specific complaint—it’s to demonstrate to current and future customers that you care. That’s how trust and loyalty are built, and it’s what will set your business apart.
For expert PR help navigating negative reviews for your small business, contact RPR today to schedule a discovery call.
Strategic Public Relations: Guiding the court of public opinion
Digital sources have become an important part of Americans' news diets—with social media playing a crucial role, particularly for younger adults. Overall, just over half of U.S. adults—54 percent—say they at least sometimes get news from social media," the Pew Research Center reported in 2024. The digital age allows internet users to stay more connected to one another as well as to timely trends, conflicts, celebrations and current events; however, it also offers the public a constant stream of information—often with bias—and allows those near and far to share opinions on it all. When it comes to strategic public relations, we must consider the impact internet trolls, influencers, celebrities and thought leaders have on public perceptions and reputations. The narratives that each of these influential voices promote ultimately shape and drive the opinions of society as a whole.
Modern media formats, particularly public-driven ones such as social media, allow publicists to leverage fans, critics and influencers to push particular narratives, ultimately utilizing the public as unknowing spokespeople. For example, PR practitioners often partner with influencers to promote brands by publishing strategically organic-feeling content on their platforms. This creates authentic interest, positive association and brand trust among the creator's followers, which stem from strategically planned content and collaborations.
Consumers often take the online world at face value, accepting the published content as fact unless proven otherwise; however, publicists frequently help steer the trends, perspectives and narratives that the public claims and drives forward.
The "Wizard of Oz" approach
R founder Emily Reynolds Bergh often likens public relations to “The Wizard of Oz.” When Dorothy gets stranded in Oz, Ozians advise her to seek the aid of the all-powerful Wizard of Oz. Throughout her journey, she meets several new friends who join her trek in hopes of experiencing the favor and miraculous gifts of the Great Wizard. Once they arrive in the Emerald City, where the wizard resides, they find a gigantic, green, haunting face that leaves them feeling daunted but determined. That is until Toto pulls back the surrounding curtains to reveal an old, wholly ordinary magician peeking into a microphone and controlling the larger-than-life face with small levers.
To reach the status and mystique that he did, the wizard let the public push his narrative. Accepting what they saw or heard of the wizard as truth, Ozians began to spread the particular stories and interpretations of events the wizard set forth—hoping to shape their perceptions of him and influence their understanding of him and his "powers."
While this story is from a beloved work of fiction, we experience these sentiments regularly in strategic public relations.
Strategic public relations in the Blake Lively and Justin Baldoni battle
One timely example of this is the Baldoni-Lively publicity saga. The "It Ends With Us" stars, Justin Baldoni and Blake Lively, were at the center of a months-long scandal. Baldoni stated that Lively was difficult to work with, while Lively filed a lawsuit alleging that Baldoni behaved inappropriately on set and drove a smear campaign against her after she complained.
Painting himself as a prominent male feminist at the height of the #MeToo movement, Baldoni was the poster child of what it looked like to be an ally for women, and this directly impacted his ability to spin his conflict with Lively.
“This gave him somewhat of a leg to stand on and the ability for him and his team to potentially plant a seed of doubt in the minds of the public, which could undermine Blake Lively’s claims and her image in going against him,” said Bergh. “Especially with this playing out on social media platforms like TikTok, where consumer commentary is fast and furious, reputations can soar or plummet in the court of public opinion at an alarming rate.”
Triumphs and pitfalls of public-driven campaigns
Strategic public relations campaigns that rely on the advocacy and attention of the general public can have some cons and be used to harm, such as this one. Still, they can bring crucial attention to your narrative and produce many positive opportunities.
The drawbacks of investing in a campaign that relies on public buzz include the risk of a narrative falling out of your control, the possibility of a backfire and the presence of ethical unease that points to manipulation.
Bergh notably points out that PR practitioners must now manage press, media and public relations. With that, publicists who utilize a more flexible approach to ethics may engage in transactional tactics such as funding bots, boosting posts or paying spokespeople to share particular opinions.
"It’s a slippery slope as far as reputation campaigns go, and we’ve seen some get pretty dirty," said Bergh. "But luckily, the public is becoming more suspicious when they come across these types of tactics; they’re more savvy than ever."
Conversely, strategic public relations can benefit from thoughtful, public-driven projects, often producing an amplified feeling of authenticity and ownership, expanding reach and encouraging meaningful engagement.
As publicists manage more extensive and nuanced relations, leveraging public attention can be a powerful tool and impactful campaign extension that helps organizations and individuals garner necessary attention and publicists execute successful campaigns. While social media sites like TikTok can be volatile, they can also be supportive and uplifting, with users looking to chime in and join the conversation. Ultimately, this environment provides all the ingredients necessary to mold public perceptions and encourage consumer-driven discourse.
Spin is all around us
As Bergh so wisely explains, we all spin each other, and we do it all the time. Whether you're a celebrity, thought leader, business owner, influencer or industry professional, effectively steering and propelling public opinion forward can help shape perceptions and accomplish meaningful campaigns—when done authentically and ethically.
For expert help with strategic public relations for your brand, contact RPR today to schedule a discovery call.