Madelyn Whitesel shares how seven Treasure Valley business owners built community and grew their businesses using social media. We hope these interviews give you ideas you can use to grow your own business.
Brewing Success: How Social Media Helped Erica Basa’s “With Honey” Stand Out
Erica Basa’s journey into the world of coffee started when she was a college student. With a newfound passion for crafting the perfect cup of coffee, she bought her first espresso machine and quickly fell in love with the art of making coffee. Little did she know that this early fascination would blossom into a full-fledged small business venture called “With Honey”. Launched on June 1st, 2023, “With Honey” started to gain traction by February 2024, thanks to a combination of curated efforts, quality products, and the power of social media.
One of Erica’s earliest and most cherished events was the Valentine’s Day collaboration with Boise Girls Club. This event marked a significant turning point for her business. Boise Girls Club, with a following of around 6,500 compared to Erica’s modest 100 followers, played a pivotal role in helping “With Honey” take off. A single post from Boise Girls Club highlighting Erica’s presence at their event significantly boosted her visibility. It brought in a wave of new followers and business inquiries, showing how impactful a well-timed and strategic social media post can be.
Curating a Unique Offering and Building a Presence
Before “With Honey” took off, Erica dedicated a month to curating her menu, focusing on unique, homemade syrups and carefully crafted flavors that would set her apart in the crowded coffee market. She leveraged Instagram as her primary social media platform, understanding the challenges and complexities of managing multiple platforms. For Erica, Instagram became a tool to showcase her brand’s reliability and reputation. It allowed her to build a connection with her audience, which is vital for any small business.
“I find that Instagram is the most beneficial for me,” Erica shared. “It allows me to visually communicate my reputation and reliability to my customers and followers without the overwhelming task of managing several social media channels.”
Success Stories Fueled by Social Media
One of Erica’s most notable success stories involves the collaboration with Boise Girls Club. The event not only gave her exposure but also served as a catalyst for business growth. “When they posted about my business at their event, the response was incredible,” Erica said. “With their 6,500 followers, compared to my 100 at the time, it significantly boosted my reach. Many businesses found me through that post and reached out for collaborations.”
This experience underscores the power of leveraging partnerships and collaborations on social media to amplify reach and attract new customers.
Tips for Using Social Media Effectively
Erica has learned valuable lessons in using social media to build her brand. Here are some of her top tips:
- Know Your Audience: Understanding what your audience wants to see is crucial. Erica focuses on content that connects her with her customers, sharing parts of her story that resonate most.
- Repetition Is Key: Don’t be afraid to repeat important messages. While some people may find it repetitive, it often helps them remember and understand your brand better.
- Leverage Different Features: Erica emphasizes the importance of knowing how to use each tool on Instagram. “Reels are great for getting your name out there, posts are for sharing what you’re about, and Stories are where you share authenticity and allow people to be involved in your journey,” she explains.
Challenges of Managing Social Media
While social media has played a significant role in Erica’s business growth, it hasn’t been without challenges. “Using social media feels like a full-time job in itself,” she admits. Being consistent with posting and engagement requires time and effort. Erica is considering hiring someone in the future to manage her social media presence to maintain consistency while focusing on other aspects of her business.
The Future of Social Media in Small Business
Erica sees social media evolving as a crucial tool for brand building and storytelling. “It’s about building a brand and having your own story to tell,” she says. She believes that authenticity and a strong narrative are what make a brand stand out. Even when others may want to emulate your success, no one can replicate your unique story, standards, and passion.
Empowering Brands and Building Influence: Cait Montoya’s Social Media Success
Cait Montoya, the powerhouse behind @GetSocialWithCait, a social media management company, and @BoiseSocialite, her influencer platform, has been deeply immersed in the world of social media since 2009. Starting her career in California, Cait worked for a solar company, diving into the realms of LinkedIn and Facebook to market their services. By 2011, she had transitioned into real estate, managing social media for John L. Scott, a real estate firm, where she taught herself the ins and outs of Pinterest and Instagram. This self-driven approach launched her career in social media management, and in November, Cait will celebrate three years since launching her own business, GetSocialWithCait.
Harnessing the Power of Social Media Platforms
Cait’s journey in social media has allowed her to identify the platforms that work best for her business and personal brand. “Instagram and LinkedIn have been the most beneficial for me,” Cait says. LinkedIn has been particularly lucrative, contributing to about a quarter of her business and clients. Instagram, with its versatility and range of content types, allows her to promote local businesses, showcase her work, and engage with her audience effectively.
Through her work at GetSocialWithCait, Cait manages 17 different accounts, including notable clients such as Fidelity National Title, Trade Winds, and Boise B Orchestra. In addition to management, she holds 1-2 social media classes each month, is in the process of building out social media courses, and regularly sends out newsletters to her community.
Success Through Collaboration and Community
A significant part of Cait’s success comes from the community she’s built and the collaborative nature of her work. “There are a lot of social media influencers here, but none of us see each other as competition,” Cait explains. She attributes this to her extensive background in social media, having worked with various companies over the years. This experience has opened doors for numerous opportunities, such as speaking at events and teaching a multitude of classes to help others reach their social media goals.
One of her notable achievements is speaking at the INLA (Idaho Nursery and Landscape Association) conference, where she taught social media classes to attendees. These opportunities have not only expanded her reach but have also solidified her reputation as a social media expert.
Navigating the Challenges of Social Media
While Cait has found tremendous success, she also faces the challenges that come with managing multiple social media platforms. “Instagram is my biggest platform, and it changes almost every day,” Cait mentions. Keeping up with these updates and training her team to stay current is a constant effort. The frequent updates across all social media apps require Cait to be adaptable and proactive.
Another challenge Cait faces is the feeling of imposter syndrome, a common experience among influencers. “With so many influencers out there, it’s easy to feel like you’re not enough,” she admits. To overcome this, Cait surrounds herself with like-minded people who are encouraging and uplifting. She also constantly reads and stays informed to keep her mindset positive and growth-oriented.
The Future of Social Media and Its Evolving Role
Looking ahead, Cait sees the role of social media continuing to evolve, particularly as it intersects with economic changes and technological advancements. “Marketing is typically the first to go during a recession, but now more than ever, people are seeing how crucial it is to utilize social media effectively,” she explains. She believes that AI will play a huge role in the future, becoming a significant competitive factor in the industry.
Despite the uncertainties, Cait’s advice remains steadfast: “A lot of people say they don’t have time for social media, but I tell them to be intentional and make sure to engage.” For Cait, being intentional and engaging with your audience is key to building a lasting and meaningful presence on social media.
Creating Community Connection: Sarah’s Vision for Common Ground Market Through Social Media
Common Ground Market is more than just a coffee shop. It’s a vibrant community hub where patrons can enjoy a variety of pastries, snacks, beer, wine, and other non-alcoholic libations. The market also offers a range of local goods, reflecting its commitment to supporting local artisans and producers. At the heart of Common Ground Market is Sarah, who not only manages the daily operations but also spearheads the social media efforts that have become crucial to the market’s growth and community-building efforts.
The Role of Social Media in a Local Business
For Sarah, social media isn’t just a marketing tool—it’s an extension of the community she strives to create at Common Ground Market. “We use Instagram, Facebook, our website, and a newsletter to keep in touch with our customers,” she shares. Through these platforms, the market announces events, new product launches, and other exciting updates. Most of their customers discover Common Ground Market through social media, word-of-mouth, and referrals, underscoring the importance of a strong digital presence in today’s business landscape.
The Impact of Social Media: A Success Story
One of the most significant successes for Common Ground Market, driven largely by their social media strategy, was a crowdfunding campaign held in April 2024. “We knew our back patio needed improvement, but we didn’t realize just how essential it was until we started the campaign,” Sarah explains. The campaign ran from April 1st to 31st and successfully raised $23,000. The funds allowed them to enhance the outdoor space, providing a more welcoming environment for customers to enjoy. The campaign’s success was largely due to the buzz generated on social media, which helped galvanize the community to contribute and share the initiative.
Navigating the Challenges of Social Media Management
However, the journey of using social media isn’t without its challenges. As a new business owner, Sarah finds it challenging to keep up with the ever-changing landscape of social media. “It’s tough to allocate a budget for social media, especially when you’re new and just finding your footing,” she notes. Unlike some competitors who can afford to hire professional social media managers, Sarah manages all the content herself, ensuring that every post aligns with the market’s core values. This hands-on approach allows Common Ground Market to maintain an authentic voice, even if it requires more effort and creativity.
The Future of Social Media in Local Business
Looking ahead, Sarah sees social media as an evolving tool that can help her business continue to grow and connect with the community. “We started off with what we could handle,” she says, emphasizing the importance of gradual growth and staying true to the business’s roots. Moving forward, she hopes to expand their offerings by adding more local goods and food options. She also finds inspiration by learning from other social media pages, always looking for new ways to engage and connect with their audience.
Building a Digital Community: Katilyn Turner’s Journey with @dear.boise
Social media has revolutionized the way professionals connect, engage, and grow their careers. In the Treasure Valley, one individual who exemplifies this shift is Katilyn Turner, the force behind the popular Instagram account @dear.boise. Through her platform, Kaitlyn shares local insights on wellness, food, and travel, while fostering a strong sense of community. In a recent interview, she shed light on her career journey and the pivotal role social media has played in shaping it.
A Natural Evolution in Digital Marketing
Katilyn’s path to becoming an Instagram influencer and community creator wasn’t entirely planned. Having worked in various business roles and owning her own small business, she consistently used social media as a marketing tool. Over time, her consistent engagement with these platforms naturally evolved into her current focus: influencer and digital marketing, particularly with a focus on wellness in the Boise area.
She emphasizes that social media allowed her to amplify the brands she worked with, and eventually, it became her main avenue for both professional and personal expression. For Kaitlyn, Instagram has been the ideal platform to foster community building—something deeply important to her.
Instagram as a Community Builder
When asked about the social media platforms that have been most beneficial to her, Katilyn didn’t hesitate: “Instagram is my platform of choice,” she said, noting its unique ability to create meaningful connections with her audience. For her, Instagram goes beyond simple photo sharing; it’s a space where she can engage with a community and nurture relationships. This emphasis on genuine connection aligns perfectly with her passion for wellness and promoting a positive, inclusive lifestyle.
Small Wins, Big Impact
Although Katilyn doesn’t point to one specific success story, she attributes her growth to a series of small wins over time. “I have this beautiful opportunity in my niche of local wellness to work with brands not only socially, but also in real life,” she explained. This blend of online and in-person relationships is what drives her, and she finds fulfillment in knowing that her work is a true service to the local community.
These partnerships have led to collaborations with brands that align with her values—those promoting wellness, local foods, and community-oriented events. For Kaitlyn, it’s these small but steady gains that have propelled her career forward.
Overcoming the Challenges of Social Media
However, Katilyn acknowledges that working in social media isn’t without its challenges. “I think we all know in this day and age that social media is harmful,” she admitted. Balancing the pressure of constantly producing content with her own personal values can be tough. She often feels conflicted about creating content that encourages people to spend more time online, but she stays grounded by focusing on her mission: sharing positivity and promoting brands that genuinely enhance people’s lives.
By staying true to her values and promoting brands that align with her vision of wellness and community, Kaitlyn has found a way to use social media responsibly, ensuring that her content has real-world benefits beyond the screen.
The Future of Social Media in Influencer Marketing
Looking ahead, Katilyn believes that social media will continue to evolve, particularly in the realm of influencer marketing. She notes that platforms like TikTok and Instagram are already expanding their e-commerce capabilities with features like TikTok Shop and Instagram’s shoppable links. Brands are increasingly realizing the value of working with influencers to reach niche audiences, and this trend is only going to grow.
Katilyn likens influencer marketing to modern-day TV commercials, with influencers serving as the spokespersons for brands that align with their lifestyle. She also emphasizes the importance of being transparent about this dynamic, encouraging her followers to recognize that while influencers may promote products, their endorsements reflect their own values and choices.
Stylish Success: How Cami Mathiason Used Social Media to Boost MANE Styling Studio’s Clientele
MANE Styling Studio, a luxury salon based in Meridian, Idaho, has witnessed firsthand the impact of social media in building a successful business. Known for its expertise in hair extensions, toppers, cuts, colors, scalp facials, and blowouts, MANE Styling Studio has leveraged social media as a key element in their growth. We spoke with Cami Mathiason, the owner of MANE Styling Studio, about how social media has shaped her business.
Harnessing Social Media to Drive Client Engagement
For MANE Styling Studio, social media isn’t just an afterthought—it’s integral to their success. “So many of our guests have told us that they’ve found us on social media through our posts and Reels,” shares Cami. With a strategy that involves posting 4-5 times per week and daily stories, the salon ensures they stay on the radar of potential clients. They also run local ads to extend their reach and draw in new guests, making social media an essential part of their marketing plan.
Instagram: The Star Player
While various platforms offer unique benefits, MANE Styling Studio has found Instagram to be their most effective tool. “Instagram allows us to post educational content as well as fun things that showcase our personalities,” the Cami explains. This combination of professional and personal content has led to meaningful interactions and quick bookings, especially when stylists share their availability. Guests frequently comment on how they found the salon through Instagram, underscoring the platform’s role in their steady stream of new clients.
Building Connections and Trust Through Authenticity
One of the most rewarding moments for the salon is when a guest comes in and says, “I saw that transformation you did last week,” and that’s why they booked. It’s proof of the power of showcasing real results and building trust through visuals. Funny Reels have also played a key role in keeping the salon top of mind for clients, with their sense of humor shining through the content. These lighthearted posts help set MANE Styling Studio apart from other salons, showing that the team is not only talented but also approachable and fun.
Overcoming Social Media Challenges Through Delegation
As with many small businesses, Cami stated that managing social media internally posed some challenges. The inconsistency in posting schedules hindered growth until the salon decided to hire a social media manager. “When we tried running our social media ourselves it was sporadic, so we hired someone to take this over and it’s been steady growth ever since,” Cami shares. This shift allowed them to focus on their craft—hair—while still having fun creating Reels, without worrying about the technical aspects like hashtags and posting times. Their social media manager also trains the staff on optimizing their individual accounts, leading to even more bookings directly through Instagram.
The Future of Social Media for MANE Styling Studio
Looking forward, MANE Styling Studio sees social media continuing to be a vital part of their business. “We know there are a lot of salons in the Treasure Valley, and showcasing who we are as a salon and as individuals is what sets us apart,” Cami explains. By letting their personalities shine and connecting with their audience on a personal level, the salon attracts guests who align with their values and vibe. This authenticity will remain a crucial component of their growth strategy, even as the social media landscape evolves.
Creating Safe Spaces: Maddie DeMers Uses Social Media to Expand Boise Girls Club
Maddie, the founder of Boise Girls Club, has created a thriving community that brings women in Boise together for meaningful, one-of-a-kind experiences. Launched in January 2023, Boise Girls Club hosts monthly events that allow women to build connections and support local businesses in a safe, welcoming environment. From the beginning, Maddie’s mission has been clear: foster community and create a space for women to be themselves. Social media, specifically Instagram and TikTok, has been an essential tool in expanding the club’s reach, connecting with new members, and sharing Boise Girls Club’s unique vision across the Treasure Valley.
Building an Engaged Community Through Social Media Platforms
Social media has played a crucial role in Boise Girls Club’s growth. Initially focusing on Instagram, Maddie was able to create an online community that bolstered the real-world connections formed at events. “Instagram has been incredible for expanding our reach and sharing recaps of every event,” she says. “It allows us to keep building those connections online.” Recently, Maddie also incorporated TikTok into her strategy, further helping Boise Girls Club reach more women across Idaho and raise awareness for the club.
One of the most impactful moments on social media came when Maddie shared a reel promoting the club’s monthly Greenbelt walks. The reel garnered over 100,000 views, significantly increasing both the club’s followers and the number of women attending events. “This really means social media has grown our community, helping change so many women’s lives in the area,” Maddie shares. Her story highlights how social media can be a powerful catalyst for community building and personal growth.
Consistency and Delegation: Keys to Social Media Success
Maintaining an active social media presence has its challenges, especially when Boise Girls Club hosts several events in a single week. Maddie is committed to sharing each event and posting a recap reel, but staying consistent can be demanding. “During these busy times, I’ve found it essential to remember our ‘why’ and recognize how important social media has been in growing our club,” she explains. To support this consistency, Maddie has started delegating social media tasks to team members, which has been instrumental in keeping Boise Girls Club’s online presence strong.
Looking Forward: The Future of Social Media for Businesses
Reflecting on social media’s evolving role, Maddie is optimistic about its potential for businesses. She sees the future bringing even more opportunities, with brand influencer campaigns, product links, and marketing reels becoming increasingly prevalent. “Social media is only going to continue to grow and expand opportunities for businesses,” Maddie says, envisioning a world where businesses of all kinds leverage social media to connect and grow.
Tips for Business Professionals Entering Social Media
For professionals considering a social media presence, Maddie offers practical advice: “Just jump all in. We all start somewhere, and with time, your skills will grow.” She emphasizes that avoiding social media out of uncertainty can mean missing out on a powerful resource for building brand awareness. For those starting, she shares a few essentials:
- Invest in Your Platforms: Establish a strong, consistent brand identity across social media.
- Identify Your Brand and Audience: Know who you are and who you want to reach.
- Stay Consistent: Posting regularly is crucial for visibility and engagement.
- Delegate When Possible: Assign tasks like TikTok creation or story updates to others on your team.
- Leverage All Platform Features: Utilize tools like reels, stories, subscriptions, and ads to maximize your reach.
A Real Estate Journey Reimagined: Carly Anderson’s Digital Marketing Approach
Carly Anderson, a dedicated real estate agent operating independently in the Treasure Valley, has been navigating the real estate market for five years. Although she’s well-established in her field, the decision to incorporate social media into her business strategy a year ago has been a game changer. “I just started using social media seriously for my business about a year ago, and the impact has been outstanding,” Carly shares. Her use of reels to showcase life in various Treasure Valley neighborhoods and virtual home tours has created a vibrant and engaging online presence that resonates with potential clients.
Building a Social Media Presence to Attract Leads
Instagram has become Carly’s key social media platform, allowing her to reach audiences beyond her immediate network. She regularly cross-posts to Facebook, expanding her reach to personal connections who may not be active on Instagram. However, it’s on Instagram that she’s seen the greatest impact. “Reels are shown to new audiences and help attract leads that are thinking about moving to or within the Boise area,” Carly explains. This strategy has proven incredibly effective; her social media-driven business efforts have contributed to closing nearly $6 million in sales this year, with an additional $2 million in pending transactions expected to close by year-end.
Overcoming Challenges with Newfound Confidence
Before adopting social media, Carly’s biggest challenge was finding leads. She describes herself as more analytical than the typical salesperson, focusing on the details rather than traditional sales tactics. Social media has changed this dynamic, allowing clients to connect with her and feel comfortable reaching out. “They see me on social media and already feel like they know me and trust me,” Carly says. This increased visibility has also strengthened her connections within her local community, with friends and acquaintances reaching out for real estate services after seeing her online presence.
The Ongoing Investment and Strategy in Social Media
Carly views social media as an essential part of her business, requiring continuous investment in time and effort. Learning what works and refining her approach has been a valuable process. “Talking to everyone is like talking to no one, so getting really specific in who I’m talking to is what helps me gain leads,” she explains. Carly emphasizes the importance of niching down to attract clients who resonate with her style and approach.
Social Media’s Role in Real Estate Marketing
With social media’s growing role in the real estate industry, Carly believes it offers a unique advantage. “I’m able to offer my seller clients 100,000 more eyes on their home simply because I’ve added this platform as a huge part of my marketing,” she notes. While not all agents rely on social media, Carly predicts it will become an increasingly vital tool. Her advice to others: “Pay someone who knows what works and what doesn’t and learn from them.” Whether through expert guidance or personal study, Carly sees social media as invaluable in helping clients build trust quickly, which is essential for any sales-driven profession.
Closing Insights
The stories of Treasure Valley entrepreneurs and business driven individuals reveals a powerful theme: social media has become much more than a tool for marketing—it’s a bridge to community and connection. By sharing authentic stories, engaging consistently, and leveraging platform features, these individuals have built brands that resonate deeply with their audiences.
Their experiences highlight that while social media can be challenging to navigate, its potential for growth and impact is undeniable. As platforms continue to evolve, the value of authenticity and adaptability in social media strategies will only grow. For these individuals, staying true to their values and embracing the digital landscape has proven to be a transformative choice, helping them to not only drive business success but also strengthen the bonds within their local communities. As social media becomes even more central to business strategy, these leaders show that building genuine connections will always be the key to lasting success.
Meet Madelyn Whitesel
Madelyn Whitesel will graduate Boise State with a marketing degree in 2024. Currently a marketing intern at Deliberate Directions and a WorkU participant, she has a passion for social media and content creation. Madelyn founded The Monarch Mobile Beverage Service, leveraging social media to drive its success, and aspires to launch her own social media management company after graduation.
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