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Social Media Strategy for Micro-Enterprises

Using social media is not solely the purview of bigger businesses; it can also work for one or two-person enterprises. If you have a small business, you can customize a strategy that works for your market. For instance, on Vancouver Island, in the small, rural village community of Metchosin, there is a roadside stand called The Crazy Cookie House. Helen McArthur started it about a year ago by re-purposing her children’s playhouse. Since promoting the business on social media, the crazy cookie stand has appeared on local and national television and gone viral on TikTok. McArthur now sells a wide range of merchandise, including mugs, baseball caps, and T-shirts alongside her cookies. The area surrounding her stand now features pathways, garden gnomes, and a dragon called Doug H (dough). Local daycare and summer camps visit, and people from all over the world leave post-it note messages. With over one thousand Facebook followers growing daily, this micro-enterprise even draws attention from mainstream businesses looking for bulk purchase opportunities. With a simple yet creative idea and a thoughtful social media strategy, McArthur has been able to quit her day job. This is one enterprise that won’t be micro for long.

So, what are the elements behind an effective micro-enterprise social media strategy?

  1. Define your goals: Determine what you want to achieve with your social media presence. It could be increasing brand awareness, driving website traffic, generating leads, or increasing sales. Having clear goals will help you shape your strategy effectively.

  2. Understand your target audience: Conduct thorough research to identify your target audience's demographics, interests, and online behavior. This information will guide your content creation and platform selection.

  3. Choose the right platforms: Select social media platforms that align with your target audience and business objectives. Facebook, Instagram, Twitter, LinkedIn, and TikTok are popular options. Prioritize platforms that will allow you to reach your target audience most effectively. The Crazy Cookie House quickly realized that Facebook was the perfect primary platform for it to build a local audience that had the potential to go national.

  4. Create engaging content: Develop a content plan that includes informative, entertaining, and promotional content. Use high-quality visuals, videos, infographics, and user-generated content to capture attention and encourage interaction.

  5. Utilize storytelling: Share stories that showcase your brand's personality, values, and unique selling points. Storytelling helps create an emotional connection with your audience and increases engagement.

  6. Embrace video content: Leverage the power of video content. Create product demos, behind-the-scenes videos, customer testimonials, or live streams to effectively engage your audience and convey your brand message.

  7. Influencer partnerships: Collaborate with relevant influencers or micro-influencers in your industry. Their endorsement can help increase your reach and credibility among their followers.

  8. User-generated content: Encourage your audience to create and share content related to your brand. User-generated content strengthens your relationship with customers and serves as valuable social proof.

  9. Engage with your audience: Respond promptly to comments, messages, and mentions. Engaging with your audience demonstrates that you value their feedback and helps build a loyal community around your brand.

  10. Monitor and analyze: Track your social media performance using analytics tools. Monitor key metrics like engagement, reach, conversion rates, and referral traffic. Use these insights to refine your strategy and make data-driven decisions.

  11. Stay updated with trends: Keep an eye on emerging social media trends, features, and algorithm changes. Stay flexible and adapt your strategy accordingly to stay relevant and maximize your reach.

Visit The Crazy Cookie House on Facebook (, and you will see many of the points above in action.

To read the full issue of The Leading Edge CLICK HERE

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