Social Media Matters — A 23-Point Outreach Checkup for Your Microbusiness

Updated: Oct 15


Social media matters for soloists, creatives, and small businesses. Photo by Gian Cescon on Unsplash.

Evaluate your engagement periodically to keep your marketing on track.


Without engagement, social media is just media.” Mike Eckstein


As solopreneurs and freelancers, micro- and small business owners, we want to extract the maximum punch from every dollar, cover as many bases with as few steps as possible. We float like a butterfly, sting like a bee, until the next time we’re thick in the muck of details or wading out of the latest quagmire.


It’s why I’ve come to rely on the checklists I build for various aspects of my enterprises — tweaking and adding to as necessary — and refer to on a schedule. Every 2–3 months I do a quick, not laborious, not painful, review of the lists to see if anything jumps out. To see if I’ve neglected something or if I’ve forgotten the actual purpose a various tactics. Little reminders can be enough for important course corrections.


Here’s my social media matters list:

  • Design matters, so get help in this area if you need it.

  • The non-verbal matters, so beyond design, think of images and video…how to share them and how to incorporate. Investigate the possibilities of Pinterest, Instagram, YouTube, TikTok, Snapchat, Vimeo, and more.

  • Regularity and frequency matter, so create a schedule you can live with. Vary in consideration of time zones and reaching the world.

  • Numbers matter, so have a plan to continuously increase them. Think accumulation, momentum, ripple effect.

  • Connection matters, so increase your link-ability and your network and forge new connections.

  • Group momentum matters, so explore the options of LinkedIn Groups, Facebook Groups and pages, Reddit, Clubhouse, webinars, and more.

  • Influence matters, so connect with influencers and be one yourself.

  • Attention matters, so do what’s required to grab your share of it.

  • Alignment with image matters, so know what image you want to project.

  • Alignment with goals matters, so know your goals.

  • Shareable content matters, so create blog/Twitter/Facebook posts, newsletters/emails, and website/Medium articles that are substantive, worth-reading, eye-catching, interesting, unusual.

  • Strategy matters, so make and continually tweak a plan to meet your objectives.

  • Authenticity matters, so relax, have fun, and be yourself.

  • Targeting your audience matters, so know what’s important to them.

  • Conversation matters, so employ a variety of good conversation habits.

  • Quality matters, so commit to excellence.

  • Quality, targeted, aligned conversation matters, so pay attention to all of the above!

  • Testing matters, so evaluate everything. Are you getting the responses you want? Customers? Followers? Engagement? Which works better, A or B? Now, which one, A or C?

  • Generosity, giving, and good relationship behavior matters, so share other’s content, participate in their conversations, think of their needs, help them out.

  • Convenience matters, so make it easy for others to spread the word about you: Ask for the help, the referrals, the follows, etc., and include buttons, links, and other easy ways to share.

  • Freshness matters, so stay current and original in thinking, attitude, approach, subject areas.

  • Calls to action matter, so decide what you want people to do: like it, comment, follow you, sign up for a newsletter, write a review, provide feedback, buy something, and make it easy to do so.

  • Making money matters, so set yourself with PayPal, Square, VenMo, and/or on Patreon, Ko-fi, Substack, and others to make receiving easy, fast, micro-, and macro- payments possible!

What else matters? If you think this list is missing something, throw it in a reply and I’ll update the checklist for all of our benefits.