What’s Worth Sharing about your Business? (And Where It Belongs)

networking

Oct 29

Linkedin, Facebook, Instagram, Tik Tok, Substack, Threads .. OH MY!

In a world where we’re encouraged to post everything, it’s easy to forget that not everything we do needs to be shared. The value isn’t in how much you post — it’s in how thoughtfully you communicate what matters. When you do share something — a milestone, an idea, a new project — the goal isn’t just visibility. It’s connection. The question is less “Should I post this?” and more “Where does this story belong?”

That’s where platforms like LinkedIn come in.

LinkedIn isn’t about chasing likes or keeping up with constant conversation. It’s about credibility and presence. It’s where people go to learn what you do, see how you work, and decide whether they trust you enough to reach out. But is it worth your time? And if so, how do you make it work without feeling like one more thing to manage?

In this post, we’ll look at how LinkedIn differs from your website, what makes it valuable (even for quieter professionals), and practical ways to show up intentionally — whether that means posting once in a while or simply keeping your profile fresh and discoverable. Now time for a little Q&A regarding all things SHARING!

Q: Should You Be on LinkedIn? (and How to Use It Without Overwhelm)

A: It depends on your audience and your goals.

If you’ve ever felt a little guilty for not posting on LinkedIn—or not even having a profile photo there—you’re not alone. Many small businesses and organizations wonder if they’re missing out, while others feel burned out just thinking about keeping up with one more platform.

If you work primarily with other businesses, professionals, or nonprofit partners, LinkedIn can be a valuable space to connect, share your expertise, and stay visible. But if your audience is local families, retail customers, or casual buyers, you may not gain much traction there—and that’s okay.

What LinkedIn is good for:

Building credibility through insights, not constant posting
Sharing milestones or community involvement to build trust
Making connections that can lead to collaborations or referrals
Keeping your brand consistent and professional when people look you up

What LinkedIn isn’t good for:

Fast-paced social engagement (that’s what Instagram and Facebook are for)
Trying to “go viral”
Feeling pressured to post weekly just to stay relevant

A few low-stress ways to make LinkedIn work for you:

Polish your business page — make sure your logo, tagline, and description clearly communicate who you are.
Post only when it’s meaningful — share updates about projects, partnerships, or client wins that reflect your brand.
Engage quietly but intentionally — comment on posts from colleagues, clients, or local leaders. A thoughtful comment can do more for visibility than another generic post.
Use it as a portfolio, not a chore — treat your page as a living business card that shows what you do best.

You don’t have to be “everywhere” to be effective—you just have to be where it matters most. So if LinkedIn feels like the right fit for your brand voice and audience, great. If not, you can let that guilt go.

Q: How Does LinkedIn Differ From Your Website?

A: Your website is your home base

It’s where you control every detail of how your business looks and feels. It’s designed for your audience: clients, customers, or supporters who already want to learn about you, your work, or your services. Your LinkedIn page, on the other hand, lives in a network — it’s about visibility within a professional community. It’s not just where people come to find you, but where you can be found through shared connections, posts, and interactions.

Think of it this way:

Your website says, “Here’s what we do.”
LinkedIn says, “Here’s how we show up and connect in the world.”

You might post the same project update on both, but the tone and purpose differ:

On your website, it’s part of your story and portfolio.
On LinkedIn, it’s an opportunity to spark conversation or collaboration.

Neither replaces the other — but together, they strengthen your brand’s credibility and help people find you and trust youmore easily.

Q: Should You Share Your Blog Posts on LinkedIn?

**A: Yes—but not by just dropping a link and walking away.**

LinkedIn is a place for conversation and credibility, not just content promotion. Sharing your blog posts there can work beautifully if you frame them for that audience. For example:

Instead of “Check out my new blog post on design trends,” try: “I’ve been noticing how some brands use every new design trend to stay visible—but is that always the right move? I wrote about how to tell when a trend supports your brand vs. when it distracts from it.” Then link to the post.

This approach starts a dialogue, not just a click.

Blog posts are especially effective on LinkedIn when they:

Offer insights that are relevant to professionals (even if not strictly “corporate”)
Share behind-the-scenes thinking about your process or creative decisions
Connect to common challenges (branding, visibility, engagement, clarity, etc.)
Invite comments or reflection (“How does your business decide which trends to follow?”)

It’s true—LinkedIn feeds are often filled with hiring announcements and industry reposts. But that just means thoughtful, original content stands out even more. If you’re strategic and conversational about how you share your work, your posts won’t feel self-promotional—they’ll feel useful and relevant.

If you’re not interested in keeping up a conversation on LinkedIn—or simply don’t have the bandwidth—that’s okay. You don’t have to be constantly active for it to still serve a purpose. Think of LinkedIn as a digital storefront on a busy professional street. You may not stand outside greeting everyone, but it’s still worth having a clean window and a clear sign for when someone walks by.

So even if you rarely log in, it’s worth:

Making sure your profile and banner look current and consistent with your branding
Listing your services or areas of expertise clearly
Adding a few recent updates or posts that show your business is active

That way, if someone searches your name or company, what they find still reflects who you are now—not a half-finished profile from five years ago. You can absolutely skip the constant posting, commenting, and chasing engagement—just keep the basics polished so you look present and professional when it counts.

Q: What If You’re Just Not That Into It?

A: That’s OK. Pivot. Here’s How You Can Engage Instead

If LinkedIn (or social media in general) still doesn’t feel like your thing, that’s okay. Connection doesn’t only happen online.

There are plenty of ways to build visibility, trust, and relationships without logging into another platform:

Show up where your audience already is. That might mean community events, networking breakfasts, or local business groups.
Keep your email list active. A short, thoughtful newsletter (like this one!) does more for genuine connection than ten algorithm-chasing posts.
Collaborate locally. Team up with other businesses for cross-promotions, events, or co-branded materials.
Keep your website fresh. It’s still your best long-term investment in being found—and being taken seriously.
Ask for word-of-mouth visibility. A happy client’s recommendation, review, or introduction is still the most powerful kind of “networking.”

You don’t have to be “on” everywhere. You just have to be consistent and intentional about the ways you show up—online or off.

But.. If youre ready to give it a try… A Few LinkedIn Best Practices

If you decide LinkedIn is worth keeping up, here are a few simple ways to make it work without making it a part-time job:

1. Keep your visuals consistent.
Your banner, logo, and profile image should reflect the same branding as your website, email signature, or printed materials. It helps people recognize your business right away.

2. Use your tagline wisely.
The line under your business name (or your personal title) should say what you actually do for people—not just your job title. Think “Helping local nonprofits share their story” instead of “Marketing Consultant.”

3. Post with purpose, not pressure.
You don’t need to post weekly. Instead, aim for meaningful updates—new projects, milestones, client collaborations, or insights from your work.

4. Engage selectively.
Comment on posts that genuinely interest you or relate to your field. You’ll stay visible and connected, even if you’re not posting often.

5. Make your About section readable.
Skip buzzwords. Write like a human, not a brochure. Tell people who you help and how.

6. Check in quarterly.
You don’t need to live there—but every few months, log in, scan your notifications, and update anything outdated. That keeps your profile active and accurate.

Would you like me to weave these into the full newsletter draft (so it ends with a quick “best practices” wrap-up and a subtle CTA)?

One Thing LinkedIn Is Great For

Even if you’re not logging in every day, LinkedIn can still be incredibly useful for one thing: connections.

It’s a great way to see who’s connected to whom—especially if you’re exploring a new field, looking for collaborators, or even hiring. That visibility is what makes LinkedIn valuable, even if you’re not actively posting.

You might even get messages or inquiries through the platform. Some are legitimate—potential clients, recruiters, or partners who genuinely want to connect. Others… not so much.

A few quick ways to tell the difference:

Check their profile — if it’s new, incomplete, or filled with vague job titles, it’s probably spam.
See if they mention something specific about your work — real contacts usually reference something they’ve seen or read from you.
Trust your gut — if it feels too generic or salesy (“We can 10x your leads!”), delete and move on.

Even if you rarely use LinkedIn for posting, having an updated profile means legitimate opportunities can still find you—and that’s often worth the small effort.

🧭 Facebook vs. LinkedIn: Knowing Where (and How) to Show Up

To me, LinkedIn feels more “businessy,” while Facebook feels more community-based. Both can help you stay visible, but they play different roles in your overall presence.

LinkedIn:

Think of LinkedIn as your professional front porch. It’s where you share work-related insights, collaborations, partnerships, or lessons from your field. The tone can be more thoughtful, reflective, and expertise-driven.

LinkedIn works best for:

Highlighting projects or client work
Sharing professional milestones
Talking about lessons learned or industry trends
Building credibility with peers and collaborators

Ask yourself: Would I say this in a networking conversation or business meeting? If yes → it’s probably right for LinkedIn.

Facebook:

Facebook is your neighborhood block party. It’s where you show a more casual side of your business and connect with your community. Tone can be warmer and more personal, even playful.

Facebook works best for:

Sharing event photos, behind-the-scenes peeks, or fun updates
Promoting products, services, or special offers
Highlighting customer stories or community involvement
Encouraging conversation or local engagement

Ask yourself: Would I say this to a friendly customer who just walked in the door? If yes → it’s probably right for Facebook.

You don’t need to post everything on both platforms. Instead, tailor your message to the kind of relationship you have with people there. On LinkedIn, you’re building credibility. On Facebook, you’re building connection. Both matter—but for different reasons.

Ready to Take Action? Start Small, Then Build.

Whether you’re starting fresh or already have a few platforms in place, here’s a simple way to move forward without overwhelm:

Quick, Low-Effort Step (10 minutes):

If you’re not on LinkedIn: Claim your business name and upload your logo. Add one clear sentence that describes what you do and who you help. That’s it. You’ve planted your flag.
If you’re already on LinkedIn (or Facebook): Do a quick “spring cleaning.” Update your profile photo or banner, make sure your About section still fits your current business, and delete any old posts that no longer represent you. A fresh, current profile builds confidence — and it’s something you can do right now.

Longer-Term Strategy (Over the Next 3–6 Months):

Define your purpose for each platform. Decide why you’re there: visibility? connection? referrals? Choose one main goal for each.
Create a simple posting rhythm. Not a calendar — just a habit. Maybe one meaningful update a month on LinkedIn, and one conversational post a week on Facebook.
Notice what connects. Don’t obsess over likes; pay attention to comments, shares, or real-world responses. Let that guide what’s worth repeating.
Revisit quarterly. Adjust your approach as your business evolves. Your audience and goals might shift — your online presence can too.

You don’t need to do everything at once. Start small, stay consistent, and let your online presence grow naturally — just like your business does.