Best practices for small business social media + how to sell them to a business owner?

Hi all, I’m new to social media marketing and am looking for some guidance on a conversation with my employer.

I work for a small business where marketing will is a new part of my role. This business has existed for a while (7 years) and has an established Instagram presence.

A major block for me in undertaking our marketing is that the owner uses the Instagram account as their personal account, for DMing friends and family and following/viewing content on their personal interests. The major issue for me is, they don’t want me to follow more accounts (businesses I’m trying to network with, new relevant followers/potential customers). Additionally, many of the people they follow are deeply irrelevant to our business (local food production) and our feed is filled with political rage content.

I’m going to be looking into free courses and workshops to learn how to leverage social media for our brand and business (recommendations welcome!). Given that we’re an online shop, SMM seems pretty integral to our product and our potential success. I’d like to have a feed full of relevant content, which can be used to connect with our actual business partners and customers, rather than an ideological infotainment feed about the owner’s political beliefs. I appreciate and support his perspective, I just don’t think it’s relevant to the business, and is more of an issue given that I’m not able to follow our actual partners or new customers.

I’m hoping to find resources to present that show best practices for SMM, as he’s quite responsive to case studies, proven outcomes, and evidence-based pitches.

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