I was looking through newsagent social media feeds this week and was surprised at how many newsagents give their marketing group control over the content on their local business social media, content published in the name of the business.
Almost all the centrally served content I saw was space filling rubbish, the kind of social media content people scroll past.
Nothing, no content, no posts would be better than this filler.
A promise that a marketing group will manage your social media for you or publish content for you is a bad offer for any local retail business.
The centrally controlled content I saw this week is the kind of content that results in newsagents being judged as out of date, as dying businesses.
Typically, this content is pitching low margin products over which newsagents have minimal control and from which they make agent fees and not valuable retailer profit.
If you have given a marketing group control over your social media post, my opinion is that you should disconnect them from this, that you should take control for your own social media content. Reflect you and your local business in your posts.
Have fun.
Give something of yourself.
Stop trying to sell.
Entertain.
Show your local difference.
Here are 3 key reasons you should control what your business posts on social media:
- Controlling your social media preserves your shop’s authentic voice, allowing you to build a genuine connection with the local community.
- Handling your content yourself provides the agility to share timely updates, such as new stock arrivals or spontaneous promotions, without delay.
- Managing your own channels fosters deeper customer engagement through knowledgeable, direct interaction and is considerably more cost-effective.
If you are not sure what I am talking about, go search the social media pages of newsagents you know. Maybe you ‘ll come across the junk posts to which I refer earlier. I won’t name a group to search for because I don’t want another letter from their lawyer. But they are bad, for sure, a waste of time, a waste of pixels.
As a local shop, one advantage is people. Let people connect with people. Consider this type of content:
- Meet the Team: Post a friendly photo of yourself or your staff with a short bio or a fun fact. This puts a face to the business and makes you more approachable.
- Behind the Scenes: Share snippets of your day-to-day life in the shop—organising a new display, unboxing an order, or even just making your morning coffee. It feels genuine and exclusive.
- Customer Features: With their permission, share a photo of a happy customer with their purchase. This acts as a powerful, real-world testimonial.
Celebrate your local community:
- Local Love: Give a shout-out to the cafe next door where you get your coffee, or mention a nearby park. This builds goodwill with other local businesses and strengthens your community ties.
- In-Store Environment: Post photos of your shop’s interior, especially when the light is nice or you’ve created a beautiful new display. Make your physical space look as inviting online as it is in person.
- Neighbourhood Events: Share information about local markets, festivals, or events happening in your area. This positions you as a helpful community hub, not just a retailer.
Offer content that adds value:
- Tips and Tricks: Share your expert knowledge relating to products you sell without telling people to shop from you.
- Answer FAQs: Turn frequently asked questions into content. Create a post or a short video answering a common query about a product’s material, care instructions, or origin.
- Gift Guides: Curate gift ideas for upcoming occasions like birthdays, anniversaries, or holidays. This is helpful for your customers and a soft way to promote multiple products at once.
Yes, I know all this sounds like hard work and you feel you don’t have time.
So what?!
You chose to own and run a newsagency.
Make the time.
Investing in the public face of your business is one of the most valuable investments you can make. Delegating this to someone else, maybe someone far far away from your shop, is a mistake since it would be like delegating responsibility for the success of your local business.
Leek at what you’re posting on your social media. Make it yours, make it local, make it something of which you can be proud.
Stop outsourcing the heartbeat of your business. That generic content is a waste of pixels and a public declaration that you’ve given up on personally connecting with your customers. Taking control is non-negotiable work. It’s the difference between being a passive agent for national brands and being the owner of a local business that actually matters to its community. Make the time, make it yours, and make it count.