Tackling Social Post Anxiety as a Business Owner

Do you hover over the 'post' button on your socials for longer than it takes to write the post?

For many business owners, putting their message out to the world on social media can be a genuine source of anxiety.

There's even a word for it.

Visiobibliophobia - coined by neuroscientist Justin Moretto - is a fear of public posting, leading to feelings of anxiety and, ultimately, avoidance. So, it's a thing.

When You ARE Your Brand ...

It can be even trickier if you're a sole trader or freelancer using your own name, with no company alias to hide behind. Worries such as 'What if no one engages?'; 'What if I get negative feedback?', or 'What if my posts aren't interesting enough?' can get us in such a tizzy that we can end up posting nothing at all.

However, social media is a critical tool for our businesses that we can't afford to avoid. Let's look into what's holding you back and how you can break down those 'social barriers' ...

Quick Socials Quiz

Choose one option from each question.

1. What's your biggest social media fear?

(A) Looking like a Norma no-mates on a public platform.

(B) Getting a negative comment or review.

(D) Never knowing what to post about.

2. When you see a competitor's post that you admire, what's your first thought?

(A) "Hang on, I'm counting their likes ..."

(B) "Ooft! Edgy. Wish I could do that"

(D) "So creative! How DO they come up with these ideas?!"

3. What does a "successful" post look like to you?

(A) Lots of likes. It shows their brand is popular.

(B) One that hasn't attracted any negative attention.

(D) A post that gets a thoughtful comment or question.

Your Answers & What They Mean

If you chose mostly A's...

You might be focusing on the wrong numbers. Likes are important, of course - they show you that people are seeing your posts, but in the bigger picture, they are "vanity metrics." For a small business, a single thoughtful comment from a potential customer is far more valuable than 100 empty likes.

Try this: Focus on starting conversations that are relevant to your audience. If you are a local business, engage your audience with posts about your area. Ask a question, share a personal story, or talk about a client's problem you've solved.

You might also want to think about creating more 'shareable' posts, like infographics or even quotes that align with elements of your brand. Engagement over "likes" is your new goal.

If you chose mostly B's...

The fear of a negative comment is understandable, but remember, both positive and negative feedback are a natural part of any meaningful dialogue, and every comment is a chance to show your audience that you're listening.

Try this: Instead of avoiding the conversation, prepare for it. Having a plan for how you'll respond calmly and professionally will make all the difference. More often than not, a thoughtful, considered reply can turn a negative comment into a positive interaction, building trust with your community.

If consistent negative comments point to a real issue with your business, turn your panic into action and use it as a chance to improve. Once you've addressed the problem, write a blog post or an update for your social media channels. Share the steps you've taken to make things better. By framing this positively, your audience will see it as a progressive step forward, not just a fix for a mistake. Most importantly, however, you will now know that you can roll with the punches and worry a little less.

If you chose mostly C's...

To ensure your time isn't wasted, you need a clear goal for your posts. Is your goal to get more newsletter sign-ups? To book discovery calls? Or to drive traffic to a new blog post? By defining a clear purpose for each post, you can track your results and prove to yourself that your time is well-spent.

Try this: Don't start writing a post until you've decided on a single, measurable goal. Get into the habit of asking yourself this question: "What is the one thing I want the reader to do after they see this?"

For Newsletter Sign-ups: Where a post's only goal is to drive clicks to your sign-up page, use what you know about your audience to create benefits to signing up that speak to their needs and interests. Perhaps your newsletter offers weekly advice in a specific area aligned with that demographic, or maybe you offer a 'spotlight' feature that your audience can be part of, for some extra promotion. Whatever the benefits, ensure these are highlighted next to your call to action. (eg, 'Sign-up) - so it's the last thing they see before making a decision.

For Discovery Calls: Ensure your content speaks directly to a pain point that your services can solve, alongside your call to action, eg, 'Book a Call', 'Get in touch', etc. You can also speak to any barriers that you feel may prevent people from phoning, to show that you understand their reservations.

For Blog Traffic: The post's purpose is to get a click to read a new article, so your content should be a teaser—a short, intriguing hook that makes people want to learn more. Use an interesting quote or section from the blog for your social post, or offer a line or two on your own feelings about this topic to encourage a connection.

If you chose mostly D's...

This is a creative hurdle, and it's about changing our mindset to be more aware of opportunities around us.

Try this: Be more mindful in your day-to-day of potential ideas for posting, and jot them down as they come up. Snap photos to use for insight posts as opportunities arise: perhaps you'll spot a "behind-the-scenes" moment that shows your process; an industry tip you can share, or a question that you get asked by a client.
Then, set aside a regular block of time each week to gather these ideas and create posts around them, ahead of your next week of posting.
Put these into your online planner (eg, Meta) and then relax, knowing that your socials are taken care of for the next 7 days.

Small aside: I once worked with the owner of a newly opened gallery, who was struggling with his social media engagement. Surrounded by a plethora of beautiful artworks, the owner sighed: "I just don't know what to post about!" Your posts are there - you just have to be open to 'seeing' them:)

Remember - if you ARE your brand, this can be a real asset. Authentic posts which share a little of who you are will help your audience connect with you, the owner - far more than a well-polished, faceless brand.

Tackling Social Post Anxiety: Why it's Critical for your Business

1. Social Platforms are Where People Often Search First

Three-quarters of your potential customers are already using social media to find and research businesses just like yours. And if you're not there, someone else will be.

2. Not Just a Pretty Face(book)

Social media isn't just for showing your brand to the world; it's a powerful tool for increasing sales through building relationships, gathering leads, and connecting with other businesses.

3. It's a Free Marketing Tool (or can be)

As a small business, you need every marketing pound to work as hard as possible. Social media is one of the most efficient and cost-effective channels for reaching your target audience.

4. It's How People Get to Know You In Real Time

An active social media presence builds trust. It shows your customers that you're an authentic, reliable business with a real person behind it. Sharing your story, answering questions, and showing your work in progress all help to humanise your brand and turn a casual browser into a loyal customer.

So, start planning your content, and share those personable little insights - people WILL warm to your openness; ask questions - and don't worry if no one responds; give it time. Keep informing and educating your audience in engaging ways - people love to learn something new.

After a short stint of doing this regularly - brute force or otherwise - it will get easier!

Let's Chat!

If you're ready to find your voice and turn social media from a source of stress into a powerful asset for your business, get in touch. I can provide the support you need to build your confidence. Alternatively, I can manage your social media for you until you become more comfortable with having a regular social media presence.

Get in touch ...