Bridging the Social Media Knowledge Gap: Practical Skills for Today’s Business Owners
Let’s face it—social media is a beast, especially if you’ve been running a business for a few decades. If you’re a business owner over 50, chances are that when you started out, marketing was a totally different game. You were likely placing ads in newspapers, sending out direct mail, or maybe even doing some good ol’ cold calling. You had relationships with customers that were built face-to-face, and marketing was a hands-on, tangible experience.
Fast forward to today, and things look a whole lot different. Social media has transformed how businesses operate, engage with customers, and generate leads. Platforms like Facebook, Instagram, LinkedIn, TikTok—names that didn’t even exist 20 years ago—are now critical for growing your business. But if you didn’t grow up with this stuff, figuring it out can feel like learning a foreign language.
Here’s the thing: You know your business, you know your customers—but social media? That’s a whole different ballgame.
It’s common for business owners, especially those in their 50s and beyond, to feel overwhelmed by the fast-moving, ever-changing world of social media. From posting content to understanding hashtags and algorithms, the learning curve can seem steep. You might even find yourself delegating all of it to your younger staff or a freelancer, unsure of how to make sense of it yourself.
But ignoring social media entirely isn’t an option anymore. Your customers are spending time on these platforms—so your business needs to be there, too. The good news? You don’t need to become a social media whiz overnight. The key is understanding the basics and knowing who to turn to for help.
The Massive Knowledge Gap Between Older Business Owners and Social Media
For many business owners over 50, the social media knowledge gap is real—and it’s big. This gap isn’t just about not knowing how to post or engage with followers; it’s about the whole ecosystem of social media marketing, from content creation to paid advertising, analytics, and community management.
It’s easy to feel disconnected from the younger generations who grew up with social media. You might even have asked your kids or younger employees for help with setting up a Facebook page, only to discover that using social media for personal reasons is nothing like using it to grow a business. But here’s the kicker: even many younger people don’t fully understand how to leverage these platforms for business purposes. Social media marketing is a skillset—one that requires more than just knowing how to post a picture.
Here are a few key reasons why this knowledge gap exists and what makes it challenging for older business owners:
1. Social Media Feels Overwhelming and Foreign
Social media is more than just posting photos or videos—it’s about creating engaging content, building relationships, understanding algorithms, and running ad campaigns. If you’re new to all this, it’s like stepping into a world you’ve never seen before. All the terminology—“boosting posts,” “targeting demographics,” “influencers,” “hashtags”—can feel like jargon that’s difficult to grasp.
2. Technology Moves Too Fast
By the time you’ve finally figured out how to post regularly on Facebook, there’s already a new platform trending, like TikTok. Social media algorithms change frequently, and platforms constantly introduce new features, making it hard to keep up. It can feel like a never-ending game of catch-up, especially when you’re juggling the day-to-day operations of running a business.
3. You Don’t Want to Feel Dependent on Others
For many older business owners, handing over social media management to someone else—whether it’s a freelancer or a younger staff member—can feel risky. You might not know how to evaluate whether their efforts are actually driving results, and this can leave you feeling out of control or uncertain about your social media strategy.
4. It’s Hard to Know Where to Start
With so many platforms out there—Facebook, Instagram, LinkedIn, TikTok, Twitter, YouTube—it’s difficult to even know which one your business should be focusing on. If you’re in the B2B space, LinkedIn might be where your audience is, but if you’re selling products directly to consumers, Instagram or TikTok might be more effective. Deciding where to invest your time and resources is a critical decision, and without a clear strategy, it can feel like shooting in the dark.
So, What’s the Solution?
Now that we’ve talked about the challenges, let’s look at how you, as a seasoned business owner, can tackle this knowledge gap. Here’s the good news: you don’t need to be a social media expert to run a successful business in today’s digital age. But you do need to have a basic understanding of how it works and a practical strategy for staying involved in your business’s social media efforts. Here are a few down-to-earth, practical steps:
1. Start With One Platform
Don’t try to master every platform at once—that’s a recipe for burnout. Start with one that makes sense for your business. For example:
Facebook is a great place to start if you want to engage with a broad audience. It’s user-friendly, and its advertising platform allows for targeted campaigns that can reach specific demographics.
LinkedIn is perfect for B2B businesses. If you’re focused on networking, partnerships, or selling services to other businesses, this is the platform where you’ll find decision-makers.
Instagram is ideal for visual businesses, like those in retail, fashion, or design. If your products photograph well and you have stories to tell visually, Instagram can help you showcase them.
2. Learn the Basics of Posting Consistently
You don’t need to post every day, but consistency is key. Whether it’s twice a week or three times a week, find a rhythm that works for you. Posting consistently keeps your business visible and helps build a loyal audience. Start with simple posts that showcase your products, share behind-the-scenes looks at your business, or tell stories about your brand.
3. Focus on Your Strengths
If you’re comfortable with certain aspects of your business—such as talking to customers, building relationships, or sharing knowledge—you can bring these strengths into your social media presence. For example, if you love teaching, you can create “how-to” videos or share valuable tips and insights on your platform of choice. Don’t feel pressured to adopt trends that don’t align with your business style—focus on what you do best and what makes your business unique.
4. Invest in Training for Your Team (or Yourself)
Consider investing in basic social media training. There are plenty of affordable online courses, workshops, and webinars designed for beginners. You can either take these courses yourself to get a better grasp of the basics or have your team trained so they’re equipped with the right skills. You don’t need to know everything, but understanding enough to guide your team will ensure your social media aligns with your business goals.
5. Use Social Media Management Tools
There are tools like Buffer, Hootsuite, and Later that make managing your social media much easier. These platforms allow you to schedule posts in advance, monitor engagement, and even generate reports on how your content is performing. They’re great for staying organised and ensuring you’re posting regularly without having to manually handle everything day-to-day.
6. Hire the Right Help—But Stay Involved
Hiring someone to manage your social media can be a great way to bridge the knowledge gap—but it’s important to stay involved. Regularly check in on what’s being posted, ask for performance reports, and make sure you understand how your strategy is working. You don’t need to micromanage, but being aware of what’s happening will give you confidence that your social media efforts are driving results.
Closing the Gap: Skills You Should Focus On
Now that we’ve covered some practical steps for getting started, let’s talk about the skills that matter most when it comes to running a successful social media presence. These aren’t just for the tech-savvy crowd—these are essential for any business owner, regardless of age.
1. Strategy Development
You need to have a plan. Before diving in, make sure you know what you want to achieve. Is it brand awareness? More leads? Customer engagement? Your social media strategy should align with your overall business goals. Start small and build from there.
2. Content Creation
You don’t need to be a professional photographer or videographer to create engaging content. Focus on authenticity—customers want to see the real side of your business. Share stories, introduce your team, or show what goes on behind the scenes. The more relatable you are, the more people will connect with your brand.
3. Community Engagement
Social media is a two-way street. It’s not just about broadcasting your message—it’s about building relationships. Reply to comments, engage with followers, and use your platform as a way to connect with your customers.
4. Analytics (Without Overcomplicating It)
You don’t need to get bogged down in data, but understanding the basics of how your content is performing is important. Look at metrics like engagement (likes, comments, shares) and reach (how many people saw your post) to see what’s working and what’s not. Most platforms have easy-to-use analytics tools built-in, and social media management tools can help track performance over continuation time. If a post isn’t performing well, don’t be afraid to adjust your approach.
The Future of Social Media for Business Owners Over 50
Here’s the reality: social media isn’t going away. If anything, it’s only going to become more integrated into business strategies over time. For older business owners, there’s no shame in acknowledging the challenges social media brings, but there’s also no reason to shy away from it. You don’t need to become a social media expert, but you do need to have enough knowledge to steer your business in the right direction.
As technology continues to advance, we’re likely to see even more user-friendly tools that make managing social media easier for everyone. Artificial intelligence (AI) and automation will play an increasingly important role, helping business owners create and schedule content, engage with customers, and even analyse data with minimal effort. Chatbots and AI-powered customer service are already transforming how businesses interact with customers online, and these tools are becoming more accessible to smaller businesses every year.
By staying adaptable and committing to learning the basics, you’ll be able to keep your business relevant in a digital world—without feeling overwhelmed or out of control.
Taking the First Step
Bridging the social media knowledge gap doesn’t have to be daunting. The key is taking it one step at a time. Start by understanding where your customers are spending their time online and pick one platform to focus on. Learn the basics of posting consistently, build up your knowledge, and don’t be afraid to get help when needed—whether that’s through training or hiring the right experts.
Social media offers incredible opportunities for small and medium-sized businesses, but it’s all about taking control of the process and making sure it aligns with your broader business goals. By staying involved, understanding the basics, and leveraging the right tools, you’ll be able to close the knowledge gap and make social media work for you.
Remember, the journey into social media might be new, but the goal remains the same: building relationships, engaging your customers, and growing your business.
Assia Salikhova
Smarketing Lab, Managing Director
Co-Creator of 4Rs Business Growth Framework with profitable B2B solutions
Book time with me HERE now
assia@smarketinglab.co.nz
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