If I were you, I would pick one social media platform and go all-in on creating genuinely helpful or entertaining content for a specific person, without asking for a sale, for at least the first month.
The reason I'd start so focused is that trying to be everywhere is a recipe for being effective nowhere. The goal isn't just to get your products on every platform; it's to build a real audience that knows, likes, and trusts you. As Lee Wilcox put it on eCommerce MasterPlan, treating content as essential and truly understanding your customer is the foundation for everything else. You’re building a community first, not just a storefront.
In week one, I’d completely forget about selling. I would get obsessively detailed about who my ideal customer is. Dave Huss talks about defining a customer avatar on The EcomCrew Ecommerce Podcast, and it's the right starting point. Then, I’d research where that person actually spends their time online and brainstorm a list of 15-20 content ideas that have nothing to do with “buy our product.” On Ecommerce Conversations, Keirsun Scott gives great examples, like behind-the-scenes videos, user-generated content showcases, or educational posts that solve a problem for your customer.
In month one, I’d start posting that content consistently and, this is the important part, engage with every single comment and question. This is how you turn followers into a community. Rhett McNulty made the point that this community-driven approach is what moves social media from a simple awareness channel into a direct driver of revenue.
The thing I would actively ignore is the pressure to be on every hot new platform. I’d also ignore follower count as a key metric if my engagement rate was terrible. The biggest trap to avoid is using social media as a one-way megaphone for your promotions. I think of it like a party. You wouldn't walk in and just start yelling about things people should buy from you. You’d find your people, have a real conversation, build a connection, and then maybe, if it comes up naturally, you’d mention what you do. As ThirdLove’s co-founder discussed on Total Retail Talks, that sense of connection and community is what fosters real loyalty and turns a small business into a beloved brand. If you can build an audience from scratch that feels heard, the selling part becomes much, much easier.