Are you a small business owner who’s using social media to market your business? If you’re posting photos of your Starbucks latte or talking about your kids’ first day of school, we need to talk. It’s time to shift your mindset from personal posting to professional marketing. And yes, I’ve seen it before: your business page feels like it’s just your personal Facebook with a different logo slapped on. Let’s fix that. Below, we’ll break down the 5 biggest differences between personal social media use and business social media marketing—so you can turn those casual posts into powerful tools for growth.
1. Your Personal Life Isn’t Your Business
The Problem: I get it. You’re excited to share personal moments—like your new puppy or your morning coffee run. That’s great…for your personal page. But for your business, posting your daily life doesn’t serve your customers. They didn’t follow your business page to know what your kids are up to; they’re there because they’re interested in your products, services, or expertise.
Why It Hurts Your Business: When you treat your business account like a personal diary, you risk confusing your audience. People come to your business page to learn about your brand—not about your latte preferences. You’re missing opportunities to showcase what makes your business valuable to them. Worse yet, it can make your business seem unprofessional and unfocused, which drives potential customers away.
Fix It: Focus on content that serves your audience, not yourself. Post about your products, your services, and the value you provide. Share customer success stories, tips, behind-the-scenes looks that relate to your business, and industry insights. Your business’s social media page should always focus on what your audience needs, not what you’re doing in your personal life.
2. “I” vs. “We” – Your Brand Has a Voice
The Problem: Using “I” when posting from your business account can be confusing. You might be the business owner, but your brand is a separate entity. Constantly posting as if you’re the individual running the page keeps your audience from connecting with your brand as a whole. For example, “I’m so excited about this new product” sounds more like a casual text to your friends than a business announcement.
Why It Hurts Your Business: When you use “I” instead of “we,” you shrink your business in the eyes of your audience. It’s as if your entire company is just you, and while it might feel more personal, it’s a red flag for potential customers. A brand should represent more than just one person. Using “we” makes your business sound cohesive, professional, and established, no matter how small you are.
Fix It: Start speaking on behalf of the brand, using “we” instead of “I.” For example, “We’re excited to announce our new product launch!” This makes your business feel more official and inviting. You can still showcase your personal connection to the business, but do it through a brand lens. Shift the focus from you as the individual to your business as the expert team.
3. You’re Not Just Talking to Friends – You’re Talking to Customers
The Problem: Posting content like you’re chatting with a group of friends is a huge mistake we see over and over again. You mention people by their first names, assume your audience knows all your inside jokes, or post vague updates like “We did it!” without context. Your business social media isn’t your personal friend group, and your customers don’t have the same insider knowledge.
Why It Hurts Your Business: When you treat your business page like a personal account, you alienate customers. People who follow your business aren’t in your inner circle—they want to feel welcomed into the brand, not like outsiders. If they don’t understand the context of your posts, they’ll tune out or unfollow.
Fix It: Always provide context. If you’re celebrating a business win, explain why it matters to your customers. Introduce people in your posts with their full names and roles, and explain their importance to your business. Your goal should be to make every customer feel like part of the conversation, even if they’ve never heard of your business before. Consider adding occasional “me”-focused posts to your strategy, like a “Founder Friday” or “Staff Saturday.” This way, your customers can get to know you as a special feature of the brand, rather than making your personal story the focus of the entire business.
4. The Power of “Professionalism”
The Problem: Sure, personal accounts can get away with casual posts and blurry selfies. But if you’re treating your business page with the same laid-back approach, you’re doing it wrong. Personal content is often spontaneous and unpolished. On the other hand, business content should always be thoughtful, clear, and professional.
Why It Hurts Your Business: When your business social media lacks professionalism, you lose credibility. Customers expect businesses to have a certain level of polish, whether it’s through well-written captions, high-quality images, or consistent branding. If your business posts look like personal selfies or hastily written thoughts, customers might question your business’s legitimacy and reliability.
Fix It: Use high-quality visuals and write clear, engaging copy. Take the extra time to craft posts that reflect your brand’s professionalism. That doesn’t mean your business page needs to be stiff or boring—just intentional. Use polished content to showcase that your business is reliable and serious about providing value to its customers.
5. It’s Not About You – It’s About Your Audience
The Problem: Your personal social media is all about you. Your business’s social media, on the other hand, should be all about your customers. When you post like it’s a personal account, the focus tends to be “me, me, me,” but your customers don’t follow your business page to hear about you. They want to know what your business can do for them.
Why It Hurts Your Business: Constantly posting about what you think, you feel, or you want to share alienates your customers. They don’t feel connected to the brand because the focus isn’t on how you can help them or solve their problems. If you keep the spotlight on yourself, they’ll move on to a business that puts them first.
Fix It: Shift your perspective. Every post should focus on how your business benefits your audience. Ask yourself, “How does this post help my customers?” Tailor your content to answer their questions, solve their pain points, or give them value in some way. Make your audience the hero of your social media story.
Final Thoughts
Small business owners, it’s time to stop treating your business’s social media like your personal diary. Your customers don’t care about your coffee order, but they do care about what your business can do for them. By making these small but critical shifts—from “I” to “we,” from personal moments to professional content—you’ll create a social media presence that not only attracts new customers but builds lasting connections.