You know what no one likes on social media? Being sold to!

No one is logging into their Facebook account hoping today is the day they see more ads. It’s just NOT happening.

So why do I see so many people posting sales pitches and wondering why they aren’t getting more followers?!

Recently, I was invited to speak as a keynote at the Centre for Women in Business International Women’s Day Breakfast.

It was a huge deal for me! And I’ve had people asking ‘how did you apply for that?’ or ‘how did you pitch yourself for that?’

The secret is: I didn’t! They approached me.

And because we’re all here to grow and connect together, I want to share how I did that with you.

Social Media Is for Being Social

When people talk about social media for business, they often focus on selling. But that is NOT where the best connections come from.

Many of the opportunities that have come my way started with something like a comment on a Facebook post or a share to my Instagram story. Or a comment in the comment section of someone else’s post.

I don’t focus on what I can get from someone else online, I always focus on the conversation happening in the moment.

Social media is really about relationships and connections. And when you show up consistently enough, people remember you!

And then when opportunities come up, you’re top of mind because you were talking with them recently.

If you are a business owner who doesn’t know how to use social media to find opportunities for your business, here are five simple things you can start doing today.

*Bonus if the shared content also promotes your business!*

1. Share Other People’s Content

One of the easiest ways to build connections online is by sharing someone else’s content.

If you see a post that resonates with you, share it with your audience.

First, it supports the person who created the content. And it also shows your audience what matters to you.

I love sharing events because supporting tourism is a part of who I am. I came from a small town in Cape Breton, so I know firsthand how important it is.

So when things come up in tourism, like Digital Days with DNS, I’m right there at the top of the list.

That’s not because I know more or have more expertise, it’s just because I’ve crafted that relationship.

2. Engage With People in the Comments

Why do so many business owners I know lurk on social media?! It might sound simple but one of the most powerful things you can do is just INTERACT with posts.

Like them, comment, respond when people comment back.

These little interactions can lead to something so much bigger!

Over time, people start recognizing your name. They see you participating in conversations and like I always say:

When people know you, they have the chance to like you and if they like you they’ll buy from you!

*I like to post shots from my speaking engagements so people know I’m on the market for doing workshops and presentations.*

3. Use Social Media to Show Your Skills

Your social media profiles are often the first place people go to learn more about you.

It’s like a live showcase of your skills and what you offer!

Instead of posting about your services, show people how you offer them instead.

For me, when I wanted to spend more time offering short-term management for events, I went to events. I shared content on my personal accounts, I tagged them, and I interacted with them online.

This let them see how it would be to have me at their event if I were the dedicated social media manager.

They could see how I interacted with people and how I engaged with my audience.

Showing instead of telling is so important when it comes to what you post online.

*If you don’t have long form content, you can also take any events or presentations and turn them into posts!*

4. Turn Long-Form Content Into Social Posts

If you write blogs, give presentations, host workshops, or record videos, you already have valuable content.

Social media is the perfect place to share it! Not just the whole blog, but pieces of it too.

A single blog post can become several social media posts.

You might pull out:

One key tip
A short quote
A quick lesson
A question that invites conversation

Sharing these insights keeps your audience engaged while also demonstrating your knowledge.

You might feel like ‘Oh, I’m posting about the same thing too much,’ but that repetition means when opportunities come up, people remember you!

I post about social media and events all the time, so people think of me when they need that kind of help!

*If you can’t find a community, make one! I have a bi-monthly Connect & Conquer event for this.*

5. Find Communities Where Conversations Are Happening

People are already having conversations about your business in communities online. But you need to find them!

Social media makes it easier than ever to find places to chat about your business online. This might include:

Local business groups
Industry conversations on LinkedIn
Facebook communities
Posts from other professionals in your field

Joining these conversations helps you meet new people and build connections.

Over time, those connections can lead to collaborations, referrals, partnerships, and speaking opportunities.

Small Actions Can Lead to Big Opportunities

One of the biggest misconceptions about social media is that you always need to be posting.

You don’t!

Some of the best opportunities come from activity in the comments and by having conversations.

It’s all about supporting others the way you want to be supported.

Remember that social media is all about being social, so share your ideas, have discusssions and show your support for the things that matter to you or your business.

These small actions help you stay visible. And that’s the real secret to success.

And when opportunities arise, people often think of the people they see showing up regularly.

Ready to Start Building Stronger Connections Online?

If social media has ever felt overwhelming, start small.

Pick one or two of these ideas and try them this week.

Consistency matters far more than perfection.

And if you want support creating a social media strategy that helps you build real connections and opportunities, I would love to help.

Let’s chat about how social media can start working for your business.

5 Things You Can Do Today to Find Opportunities on Social Media