As an entrepreneur and small business owner, it is important to evaluate your marketing practices and outreach goals on a consistent basis. Social media is an accessible and effective tool you can use to interact with the general public. Online platforms offer many tools that any type of small business can utilize to learn more about their customers and their preferences. This information can be used to better serve your community and to create worthwhile outreach strategies in the future.
Here are a few ways you can leverage social media to learn more about your online customer base:
- Posts with Purpose: Using the post feature on any platform gives your followers a natural opportunity to interact with you or other members of your team right there in the comments section. Use photos to highlight a feature of your business or to recognize a high-performing employee. Create a walkthrough video of your space to educate them about what you offer. Post a quick text graphic asking customers a question that will generate responses.The most important part of this strategy is to make sure that your business page is also engaging in the comments section in positive and informative ways.
Available on these platforms: Facebook, Instagram, LinkedIn, TikTok, X, Youtube - Go Live: Many social media platforms have a live feature that small business pages can use to livestream and interact with potential customers who are online. Showcase a new product/menu item, do a quick Q&A about a function of the business, or show off a project or program that is ongoing. The main function of the live feature is to give patrons the opportunity to engage with the business, so be ready to be interactive either by acknowledging chat comments verbally or answering inside the chat. Also plan to go live at a time when the most users will be available to watch a livestream. Evening hours may be best.
Available on these platforms: Facebook, Instagram, TikTok, YouTube - Polls: Small businesses can use polls as an interactive opportunity to gather information about their customer base. Use the poll feature to find out information like what operating hours are most convenient for customers to shop/do business, what product/service could be integrated into the business in the future, or whether they prefer online vs in-store experiences. Each social media platform offers the poll feature in its own unique way, so be sure to understand the function of the chosen platform and how it collects and stores the data. Don’t be afraid to make fun polls, too! Brand recognition can be built on lighthearted interactions.
Available on these platforms: Facebook, Instagram, LinkedIn, X
Overall, entrepreneurs and small business owners should be utilizing social media in their day-to-day operations. However you use social media in your business strategy, engagement is a must. Be active in your social media’s comment sections. Support other businesses in your area with shares and likes. Answer customer questions in the chat feature. Positive interaction goes a long way for customer loyalty. If your business has yet to cross into the digital space, you still have time! Creating a page on most social media platforms is simple and streamlined with good photos to show off your brand.
Four times a year, businesses across the country celebrate Get to Know Your Customers Day as an opportunity for positive marketing. In 2026 Get to Know Your Customers Day is designated on January 15, April 16, July 16, and October 15.
Learn more about WV SBDC marketing services: wvsbdc.com/services/marketing
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About the West Virginia Small Business Development Center
The West Virginia Small Business Development Center (WV SBDC) is an accredited partner program with the U.S. Small Business Administration and a division of the West Virginia Division of Economic Development. Funded in part through a cooperative agreement with the U.S. Small Business Administration, the WV SBDC assists entrepreneurs and small business owners at every stage of the business lifecycle by providing technical assistance to help clients clarify goals, develop skills, and acquire resources to operate successful enterprises.
WV SBDC business coaches hold professional certifications including Certified Business Advisor® (CBA), Entrepreneurship Development Professional (EDP), MBAs, and credentials in design thinking, AI, cybersecurity, and exporting. Coaches bring experience in technology, innovation, manufacturing, finance, management, human resources, and marketing.
This program is supported by federal funding. Full disclosures are available at wvsbdc.com/fundingdisclosure.