We get this question a lot: “What’s the best time to post?”

Seems simple enough, but with all the articles, charts, reels, posts, and social media gurus spouting competing information, it’s hard to know the real answer. We don’t want to add to all the noise, so here’s the truth:

The best time to post is a combination of a few things specific to you, your account, and your following.

Those specific things are simple enough to figure out - we will do this today - and despite being simple, they make a BIG impact. They can make or break the success of what you post and ultimately your account’s success and growth!

In today’s lesson, we will help you find all the info you need to figure out your best time to post. Today’s step-by-step lesson will help you maximize your social media efforts on any platform. Let’s get into it!

❗️This is as far as free subscribers go❗️ Become a paid subscriber to find your best posting time and get access to weekly emails designed to help you find success on social media.

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Here’s this month’s recap stack of everything we covered and a bit more:

If You’re New Here, Start Here:

A guide on how to use Field Notes EDU. CLICK HERE.

Lesson #3: Don’t Stop At The Bio.

Let’s flesh out everything you need to make your social media profile do the most. CLICK HERE.

Activity #3: Put It All Into Place.

Lock in the 5 things your profile needs. CLICK HERE.

Get The 5 Profile Must-Haves Checklist

Maximize your social media profile with this Checklist! Purchase a pdf version here or become a Paid Subscriber below to find it in this lesson.

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It’s Not Easy. But It Gets Easier.

Practice makes perfect, right? Here are some tips to help you keep going because we promise it will get easier: CLICK HERE.

Don’t Miss This Opportunity!

We’re offering 20% off the first 90 days to new paid subscribers. Get access to all our trainings now:

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Follow of the Month

We’re excited to feature the account of Picture This on Main this month! The locally owned frame, home decor, and gift shop in Seneca, KS, is a must-follow! Their posts are insightful, innovative, and inspiring!

Follow Picture This on Instagram

What’s Coming Next

Next month we’re going to jump into scheduling! Become a Paid Subscriber so you don’t miss anything:

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Thanks for being here and we’ll see you next month!

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Each month here at Field Notes EDU, we take one week to dig a little deeper into why we’re all here, why social media is important, and to get inspired. This month, we’re just gonna spend that time doing a little pulse check. With a dash of support. Because social media is not easy.

You always see folks on social media talking about how easy it is to make your videos go viral. Or to get to 10,000 followers. Or to sell out your online shop while you’re sleeping. But it isn’t easy.

As with anything, there is a learning curve. And for a skill like social media, which didn’t even exist when most of us here were kids, it’s not an easy thing to pick up quickly. Add on how quickly the platforms change and again: it’s not easy. There’s a lot to learn. And learning takes time.

Learning what to say, what people respond to. Trying to find time to post. (Stay tuned for that lesson). The list goes on and on.

And sometimes it feels like you’re putting things out into the world and then nothing. We get it.

But here’s the part we want you to remember:

It gets easier!

Not because social media will suddenly become simple, but because you will get better at it.

Practice makes perfect, right?!

You will start getting more comfortable. Start realizing what works. And, most importantly, your audience starts recognizing you.

Growth Takes Time

We mention consistency here a lot. Consistency is important because it helps people get more familiar with your business.

Here’s a bit of evidence on that:

Research from Sprout Social, a recognized global leader in social media analytics, found that consumers want brands to be authentic and reliable, and its 2025 research also found that more content doesn’t necessarily mean more impact. The focus should be on quality content that actually speaks to your audience. (Sprout Social)

And social isn’t just about getting someone to see your business once. It can help you build the relationship that comes after that first impression.

Another Sprout Social study found that 65% of consumers feel more connected to brands with a strong social presence, while 57% said feeling connected to a brand would make them increase their spending with it. (Sprout Social)

That’s important. Because your goal isn’t necessarily to go viral. It’s to become familiar. And to build a relationship with your audience.

So Keep Showing Up

Just keep doing what your doing on social media. Just keep doing it consistently. Basically:

Show them what you’re doing. Tell them what’s happening. Give them access to everything about your business! And when they engage with you, engage back.

And then do it again. And again.

This is when the magic starts to happen!

Success won’t happen overnight. And while you might not have everything figured out in three months, you will see growth and that is something!

Give Yourself Some Grace

If you’re a small business owner trying to figure this out while also running the actual business, you’re doing enough. Especially if you are here!

So remember:

• Keep your schedule realistic.

• Post when you can and learn as you go.

• Try new things.

• Pay attention to what works.

• Then try again!

And consistent, manageable effort will always beat a social media plan that looks great on paper but leaves you completely overwhelmed and drives you to quit it altogether.

Social media is just one part of your business. Be patient and stick with it!

It’s not easy.

But it will get easier!

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Welcome back! As many of you know, you normally get these emails on Tuesdays, but we invited a few new folks here this week, so Happy Friday! Look out for us in your inbox again next Tuesday, as normal. Now let’s get into it!

Last month we got into the first two Profile Must-Haves. And last week we broke down the final three pieces to complete the full 5 Profile Must-Haves. Today we’re going to put it all into place.

🚨 This is as far as free Subscribers go!
If you want to keep going, you have two options: Purchase the 5 Profile Must-Haves Checklist as a downloadable PDF, or become a Paid Subscriber and get our weekly Lessons and Activities, plus all of our downloadable resources, delivered directly to your inbox.

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Welcome back! Last month, we began tightening up your social media profile - one of the most important pieces of your social media presence. Let’s recap that lesson real quick, because this month, we get into all the rest of it.

A Little Recap

As we learned, your profile has one job:

To do that, we answered two questions and put those answers to work in your profile.

1. Who are you?

2. Who do you help / What do you offer?

With the answers to the above, we dialed in your handle, profile name, and bio. If you missed all that last month, jump into it here before you read on.

The answer to the above lay foundation of your profile. But they are just two parts of a whole.

Today, we’ll wrap up our profile lessons with the three remaining pieces of the 5 Profile Must-Haves.

And a quick note before we move on, if all this detail on every action we are advising you to do is TOO MUCH to keep up with, we’ll be dropping a Quick Fix Profile Checklist this month, so you have a quick list, all in one place, of everything you need to optimize your profile.

5 Profile Must-Haves

These five things are the key to a profile that helps guide and inform your audience. If you never post anything ever again on social media, your profile will still be able to do its job: help people find you and decide if they want to learn more and utilize your business. So, let’s get into it!

🚨 This is as far as free Subscribers go! If you want to access our monthly Lessons and Activities, become a Paid Subscriber - it’s the best return you will get on your marketing dollars all year! Learn more about what’s included with a Paid Subscription by clicking the button below:

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Well, we did it! Two months of posts and lessons in your pocket and out of ours. It feels good to be making progress, and we hope you feel that, too. Did you have any favorite lessons? Things you felt you finally made progress on? Are you feeling more comfortable on social media? Let us know all the good and the bad! And if you missed anything, here’s your monthly recap to help you stay on track.

If You’re New Here, Start Here:

Need a bit of guidance on where to start and how to use everything on this Substack. We got you:

Start Here!

Lesson #2: What’s In a (Profile) Name?

The first step toward clearer messaging starts before anyone reads your first post, so get your Profile - and your profile name - in order. Success on social media begins here.

Let's Go

Activity #2: Your Profile Has One Job

Help customers understand who you are and what you offer in just a few seconds by answering two questions.

Click Here to Get Started

Stop Scrolling. Start Studying.

One of the best ways to become better at social media is to spend less time consuming it and more time observing it. Here’s some advice on how to maximize your time on social.

Get Into It

Become a Paid Member Already!

It’s the best investment you will make with your marketing budget. We are pretty darn sure of that. Learn about all our membership option here:

I'm ready!

Follow of the Month

This month, give Red Fern Booksellers a follow! The locally owned book shop in Salina, KS is one of our favorite Instagram accounts. Their posts are simple, fun, and informative. But most of all, they are consistent! They are a great account to get inspired by - one of our lessons this month!

Click Here to Follow Red Fern

See you in Next Month

In August, we will dig into your Profile more to help you optimize everything it can do. Become a Paid Subscriber if you aren’t already, so you don’t miss a thing:

See All Our Subscription Options

Before you go, leave us a comment and let us know how it’s going for you, share your wins and let us know your social media handle so we can give you a follow! And thanks for being here!

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One of the biggest misconceptions about social media is that successful people are simply more creative.

They’re not. They’re just paying more attention. When they scroll through social media platforms, they aren’t just looking for entertainment or a break from the day.

They’re looking for ideas, analyzing what they see, and figuring out how they can be better.

As they scroll, they’re asking: themselves:

• Why did this catch my attention?

• What made me stop scrolling?

• Why did I keep reading?

• Could this idea work for my business?

Basically, they are actively seeking inspiration - not waiting for it to strike!

And it’s one of the easiest habits you can build. Here are some tips on how you can turn scrolling into growth.

1. Create an “Inspiration List”

Follow businesses that make you think: “I wish we’d posted that.” Not to copy them, but to understand and learn from them.

Your list might include:

• another small business you admire

• a local restaurant

• a tourism office

• a coffee shop

• a retailer

• someone in your industry

• someone completely outside your industry

Keep in mind, some of the best ideas come from businesses that do something entirely different than you.

Pro-tip: Use a notebook to keep track of your favorite accounts and add notes as to why you like them, if that is helpful! Create folders in your “Saved” post section of posts that inspire you. (Not sure how to do this? Shoot us a note, and we’ll send you how.)

2. Look for Patterns

As you scroll this week, look for patterns or types of posts that catch your eye.

Add notes to a notebook if it helps you, and keep track of what you see so you can recognize the patterns that emerge (…you will soon start seeing how simple successful posts can be!)

As you scroll through the platform, ask yourself:

• What kinds of photos catch my eye?

• Which captions keep me reading?

• What businesses feel friendly?

• Which ones feel confusing?

• What makes me trust one business more than another?

Let the patterns you see become ideas of how you could use social media to promote and grow your business.

3. Connect to Community

One of the best things about social media is that it isn’t just a place to promote your business; it’s a place to connect with other businesses and build community!

The way to grow and maintain a community on social media is by being active. You can do this by:

• Commenting on posts.

• Celebrating others’ success.

• Sharing another business’s event.

• Leaving an encouraging message.

Communities grow when businesses support one another. While you can connect and create a community with businesses from anywhere in the world on social media, remember that local support goes far - especially in small towns! So connect with your neighborhood businesses and watch how supporting each other can result in everyone’s growth.

Lock This In

If you want some ideas on how to help you along this week, here’s a shortlist:

1. Create an Inspiration List: Make a list of 5 businesses or creators you genuinely enjoy following.

2. Save three posts from each of the above that inspire you! Maybe these posts made you stop scrolling, or they just stuck in your brain. Maybe they are so different from what you normally do that you have been thinking of challenging yourself to make something similar.

3. Ask yourself: What made this work? Make a list of what you think made it work and see if you can tweak this idea to support what you do - without copying them!

4. Try it! See if you can apply what you learned, or were inspired by, in your next post.

Before You Go, Remember:

The goal isn’t to become someone else or copy your competitor.

Inspiration can go a long way when it comes to enjoyment: challenging yourself and trying new things is part of the fun. And sometimes, it’s also the key to growth.

Become a Subscriber, if you aren’t already, to get all our lessons delivered straight to your inbox!

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Last week, we talked about your business name. You did some homework (if you didn’t, go back here), and today we’re going to use what you completed. But before we do that, we need to understand the role of your social media profile.

What Your Social Media Profile is Meant to Do

The big lesson for today is knowing: your social media profile has one primary job:

That’s it. It’s not there to impress. Or entertain. You don’t need your social media profile to tell your entire story. You just need it to communicate who you are and what you do.

Whether you’re on Facebook, Instagram, or TikTok, every profile should clearly answer two questions to help your profile do its job. So let’s get those answered.

Two Questions to Maximize Your Social Media Profile’s Success

1. Who Are You?

The number 1 thing your profile needs to answer: who are you? The answer starts with two things: your handle and your profile name.

Your handle (like @fieldnotesedu) is your account’s unique username. It’s how people tag you, search for you directly, and recognize your brand across social media.

Your profile name is different. It’s the larger, bold name that appears on your profile and is often indexed in search. This is one of the first places people - and social media platforms - look to understand what your business is.

If your business name doesn’t clearly explain what you do, that’s okay. Use your profile name to add context, like this:

• Handle: @smithandco

• Profile Name: Smith & Co. | Coffee Shop

Your handle helps people find you. Your profile name helps people understand you. Both matter.

Reference the sentence you wrote in last week’s homework to decide what the important things are to mention in your name. You will use that full sentence below, but maybe there is something in it that guides you. Here are some examples below.

Keep in mind: The goal isn’t to be clever. The goal is to be clear. Here are two examples - one great and one not-so-great - to help you along.

2. Who Do You Help (or What Do You Offer)?

Even though this is question number 2, it gets you to the most important part of your social media profile. It is where you share who you are and what you do. Your social media profile is often referred to as a “bio,” and that’s because it should share just that! But in only a few words.

The good news - you already wrote your bio! Use the sentence you wrote in last week’s homework as your Profile Bio. (Skipped that? Go back here). Remember: This shouldn’t be a mission statement or a catchy slogan. You aren’t trying to impress anyone - you’re just trying to be clear! Simply answer: What do we do?

Examples

Here are a few examples of good Profile Bios:

1. For a pizza restaurant in Emporia, KS, the bio could be: Handmade pizza in downtown Emporia.

This bio gives us a descriptor that the pizza is “handmade” and where it is located, in “downtown.” Both of these adjectives might be the thing that helps someone decide to visit.

2. For a plumbing business in Kansas, the bio could be: Family-owned plumbing business servicing central Kansas since 1950.

This bio gives us insight into who owns the business, it’s “family-owned” and has been around since “1950.” If someone wants to support a locally owned business, one that has been around a long time because that proves they are reliable - this profile would answer that.

3. For a small shop in a local downtown: A boutique for unique clothing and gifts for everyday life.

While there isn’t a location included in the bio (add that in after the bio - we will discuss this more in upcoming lessons), this profile offers great insight into what this business does and what it offers.

Here are a few more visual examples and insights into what makes a good Profile Bio.

Keep in Mind

Next month we will get into the other things your profile must have, but because the two things in today’s lesson are the most important part of your profile, take your time with this so you feel like you got it right.

If you don’t think you quite nailed your Profile Bio sentence - or your Name/Handle - you can change these things. While you should try to not change your Name and Handle more than once, you certainly can change it if needed. And as for your profile bio, you can change that until you get it right…in case you wake up in the middle of the night with the best bio ever!

But remember: Simple is memorable. More memorable than we give it credit for - so keep that in mind when you review the bio you wrote last week or are re-writing this week.

Now Put it All Into Place

If you got your Profile Bio sentence ready and have your Name and Handle perfected - put it into your account(s) and go admire it.

Send us a photo if you’d like some feedback!

Before You Go

Remember: Your profile doesn’t need to tell your entire story. It simply needs to help people understand why they should follow your business.

A clearer profile creates a better first impression. And better first impressions lead to more people walking through your door.

If you need more support on this send us a message and stay tuned as we dig into all the parts of your profile over the next few weeks. We’ll be sharing a worksheet with a checklist, more details, inspiration and insights for you to keep building a great working Profile once we get through all the lessons. This will help you ensure you shared the most you can clearly and efficiently with your audience and help you to keep it as your business grows and as the world of social media changes. Become a paid subscriber to make sure you get access to it!

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If you have questions, send them over! And thanks for following along!

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Last month, we talked about the importance of clear messaging. This month, let’s put that idea into practice.

The best place to start? Your name. Not because you should change it, but because your name is often the first clue people get about what you do. So it needs to say a lot, especially on social media. So today, let’s dig into your profile name.

The Problem

Many small businesses assume their customers, or potential customers, already know what they do. But social media introduces you to people who have never:

• visited your business

• heard of your business

• talked to a customer

• driven by your storefront

More often than not, they are seeing your business for the first time. Which is the whole point of social media!

The lesson here is:

They don’t have the context you do. You need to teach them about your business and ultimately convince them to visit your business and become a customer.

Your profile name can do a lot of that heavy lifting - if you let it! But let’s step back and consider your business name before we step into building your perfect profile name.

An Example

Let’s say your business is called: “Johnson & Sons”

What do you do?

Construction?
Plumbing?
Insurance?
Furniture?

The name alone doesn’t tell us. But what if your name was: “Johnson & Sons Heating & Air”? That’s clear; we immediately understand what you do.

Now, if your business name is like the first example: “Johnsons & Sons” and it doesn’t clearly explain what you do, that’s okay. Most don’t. But we now understand the importance of communicating what you do with your name, right? And that is hugely beneficial in understanding how to best utilize the profile name on your social media account.

Before we get into all the ins and outs of how to ensure profile name covers all the bases on social media (we will get into that in next week’s post), let’s do a bit of homework…

A Bit of Homework

1. Write down your business name.

2. Pretend you’ve never heard of it before.

3. Ask yourself: Would a stranger immediately understand what we do? Are you helping people understand what your name means?

If the answer is yes, great.

If the answer is no: Write a simple one-sentence description of your business underneath the name.

This shouldn’t be a mission statement or a slogan. Just a simple sentence that shares what you do and for who. Don’t worry about including where you are located in this! Something like:

• “We help ______ by providing ______.”

• “We offer ______ to help you ______.”

• “Supporting ______ with ______.”

Remember: When someone lands on your social media page, they shouldn’t have to solve a puzzle. The answer should be obvious.

Take your time this week and think on this. It’s simple, we know, but it is hugely important on social media. If you need more insight as to why, read this:

Why social media matters NOW

Next Week

Bring your sentence with you next week, we will put it to work.

See you then! Send us a comment, we’d love to here from you!

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Start Here: Which Social Media Platform is Right for You?

It’s easy to get stuck before you even start. There are SO MANY different social media platforms…so how do you decide which one is the best for your business? Get the answer:

Here!

Lesson #1: Social Media is Not the Job

Just a friendly reminder that your business should command your attention more than your social media does. Learn the first lesson of social media to ensure you are running your social media, and not the other way around:

Here

Activity #1: Posting Less But Better Wins

Put your monthly lesson into practice with our first activity designed to help you control more of your time on and off of social media.

Start Here

Why Social Media Matters Now

For a long time, we all thought social media was optional. But times have changed. Social media is now a must for small businesses. Get into why:

Click Here!

Become a Member: Find What Works for What You Need

Check out our Membership Overview to ensure you don’t miss a thing.

Here

Follow of the Month

Check out Come See Seneca, the Instagram account of Seneca, KS a follow! We love their series “Town Talk Thursday

” that features mini-interviews with local business owners. It’s a great way to support the community and get new eyes on their channel.

Follow here!

See you in July!

Thanks for joining us at Field Notes EDU! We’re excited to grow with you! Next month, we have some fun new lessons in store and a helpful new digital download to help you optimize your profile - but make sure you are a Paid Subscriber to get that for free. So subscribe now:

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Until then let us know your social media handle so we can give you a follow!

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For a long time, we all thought social media was optional.

Helpful? Sure.
Nice to have? Maybe.
Necessary? Not always.

But that’s changed. The time when social media was optional has passed. Especially for small businesses. Especially in small communities.

And one of the biggest reasons is simple: People are no longer using social media only to socialize. They’re using it as a tool, and most notably as a search tool.

And for the young demographics in America, social media is becoming the top search tool.

What’s Happening Now

Recently, Forbes reported on a consumer study conducted by SOCI, a marketing technology company, that looked at how people use social media platforms for discovery and search, and the insights are a game-changer.

The report showed that the search sources for Gen Z consumers (ages 18–24) break down like this:

• 67% Instagram

• 62% TikTok

• 61% Google

And check out the chart below - social media platforms are now being used as search engines more often than Google for many younger consumers.

And while older demographics still use Google more overall, the study found that social media search behavior is growing across every age group. And this means it’s just a matter of time before social media is the go-to search tool.

What Does This Mean for you?

The old guard of search engines is being challenged as younger shoppers turn to Instagram and TikTok for search and discovery. For businesses, a robust presence on these platforms isn’t just beneficial – it’s critical to winning market share with younger consumers.
— Damian Rollison, Director of Market Insights at SOCI

As a business owner, you want to be where the audience is. And in regards to social media - it means you need to be there. In whatever capacity, in any capacity - as long as you are there.

This Is Bigger Than “Content”

What this Forbes article really outs into light, is that social media is not simply about “content.” Social media is now a whole lot more than:

• trends

• entertainment

• dancing videos

• or trying to go viral

Social media is fast becoming the go-to for how customers research businesses before they ever visit them.

People want to see and learn things from a business before the visit. They want to know:

• what a place feels like

• what the food looks like

• if a business feels active

• what kind of experience they can expect

And social media allows for all of this in one quick glance at your profile. (And if they can’t do that on your profile yet, we will teach you how to make that happen).

The Shift You Need To Understand

For years, businesses focused mostly on:

• websites

• search engines

• and physical visibility

But now there is something called “social visibility” that is shifting the importance of the above. Social visibility means exactly what it sounds like: your visibility on social media. Social visibility is set to replace all of the above.

And the businesses that adapt to this shift early are going to have an advantage. Not because they’re posting constantly, but because they are present.

The simple act of being “present” on social media means you can be:

• recognized

• understood

• and easier to find across platforms people already use daily

Businesses that learn how to navigate this shift clearly and consistently are going to be in a much stronger position moving forward. This is one of the most important business skills small businesses can develop over the next few years. Especially in small towns and local communities, where familiarity still matters most.

This Is Why We’re Here

And that’s why Field Notes EDU was created. We know you have a lot on your plate. We aren’t going to waste your time with nonsense about social media. We will keep it simple. We aim to help you find success on social media in the most straightforward ways possible.

We’re not here to turn you into a full-time content creator. Or teach you how to chase every trend.

We’re here to help you understand:

• how consumer behavior is changing

• why social media matters more now than it used to

• and how to realistically adapt without letting it take over your business

Because we know you have a business to run - and that’s the most important part of your day. Social media should support that business—not compete with it.

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Last week, we introduced one of the most important mindset shifts in social media:

Once you stop treating social media like a full-time responsibility, it becomes much easier to manage. But this only works if you also change how you think about posting.

Most us of us have been taught that success on social media comes from posting constantly. More content. More trends. More pressure. And honestly, that mindset is what burns most of us out.

So what’s the real goal? Post less, but better!

To post better, we need to aim to become:

• clear in our messaging - visual and otherwise!

• recognizable

• familiar over time

Achieving the above will help you find success on social media - and in real life! Because what we really want is more customers and more business - and the above will help you do just that.

Being clear will capture your customers’ attention. Being recognizable will help them feel comfortable. And becoming familiar is where the trust begins, so they will want to come back to you time and time again for whatever it is you offer.

What “Posting Better” Actually Means

Posting better does NOT mean:

• perfect graphics

• expensive videos

• highly curated feeds

• trying to go viral

• attempting all the trends

It means:

• your audience understands what you do

• your posts feel consistent over time

• and people recognize your business when they see it

That’s it. It’s simple in concept…and it can be simple in execution - because, most likely, you have plenty of things to post right in front of you.

Keep it Simple

One of the biggest misconceptions about social media is that you constantly need brand-new ideas. You probably don’t. Your business is probably already producing content every single day.

Things customers already care about:

• products

• services

• food

• behind-the-scenes moments

• busy days

• new inventory

• people working

• things being created

• your sales floor or store window

Account Inspiration:

RED FERN BOOKSELLERS IN SALINA, KS

Red Fern does a great job of sharing their products and events in a simple, straightforward manner that clearly communicates what they do and offer to their audience.

As you can see in the examples above, Red Fern’s posting style features simple photos that are easy to create and manageable to keep up with: simple photos of books, the inside of the store, their staff or an event poster. They aren’t overthinking it!

Try walking around your business now or tomorrow and see what you could find to mimic the posts above. The focus of the content does not need to be books!

Follow Red Fern Booksellers’ account for more inspiration here!

Your Homework

To reach our goal of posting less but better, let’s start by focusing on building something sustainable - meaning creating a plan and posts that we can easily manage without too much time and effort.

Write down:

• 3 things inside your business you could realistically share regularly

• 3 reasons customers already choose your business now

Download our worksheet below and fill it in if you want a template to work this out in.

Download the Worksheet here

Pro-tip: Get a binder for your Homework notes and for the Activity worksheets coming in the future so you can create a reference guide as you move ahead through the lessons.

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Most small businesses don’t struggle with social media because they’re bad at it. They struggle because they’re trying to treat it like THE job. It’s not.

Social media is not the job. It is the promotion.

And once you see it that way, everything starts to get simpler.

Because the reality is, you already have a job. You’re running a restaurant, a shop, a service, a place people walk into every day. That is the work.

Social media should help you grow the business you do your work for - not suck time out of it! So, let’s discuss how to make this shift.

The Hurdle

Most likely, you’ve said or thought this before:

“I want to use social media, but I don’t have time.”

It’s probably the number one reason most of us give up on posting on social media - because time is a really big hurdle for all small business owners.

And not having time for social media feels true for many reasons. It wasn’t taught in school. It changes constantly. And most of the advice out there makes you think you have to spend hours working on it.

We’re here to tell you: you don’t.

Instead of asking ourselves, “How do I get better at social media?” We should be asking: “How do I make this manageable alongside everything else I’m already doing?” Field Notes EDU was built to teach you just that: how to manage social media while running your business.

Which brings us to Lesson #1, a simple mindset shift: Posting less but better wins.

The Lesson

Most likely, you've been told you need to post more to be more successful on social media.

We all have! But here’s what actually matters more than posting MORE:

• Clear messaging

• Consistency over time

• Familiarity with your audience

Not trends. Not perfection. Not posting every day.

Posting better means that you share things your audience can understand easily. That you are consistent with what you say, how you say it, and when you say it. And these things add up to familiarity.

If your audience understands what your social media is trying to tell them, and they hear it over and over again, you become familiar. And familiarity is success on social media. Just like in real life, it means customers trust you and will come to you for whatever it is that you offer that they need.

So say what you do clearly…
Show up regularly…
Become recognizable in your community…

If you do this, you’re already on the path to success on social media.

Your Homework

Look at your social media account(s), whatever platform - or platforms - it is on, and ask yourself one question:

If someone found this account for the first time, would they understand what we do in 10 seconds?

If the answer is no, make a list of what your business offers, and if you can, narrow that down into one sentence. Hold onto this, we will use it in the future.

Pro-tip: Get a binder for your Homework notes and for the Activity worksheets coming in the future so you can create a reference guide as you move ahead through the lessons.

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A lot of us get stuck because we think we need to choose the “perfect” social media platform. Or choose all the platforms.

Instagram. Facebook. TikTok. And the list goes on.

Here’s the truth:

Not the trendiest one. Not the one experts argue is the “best.” The one that feels manageable for you. And maybe that’s simply the one you are already on and know how to use….because, most likely, that’s the one your customers are also already on!

Social media should support your business—not overwhelm it. And learning a new platform, or trying to be on too many, can easily become overwhelming.

People support businesses they recognize.
Businesses they see regularly.
Businesses that feel active and present in their community. And this only happens where your audience already spends time.

So start with the platform:

• you feel most comfortable using

• and where you believe your community already is

You can always expand later. Or not.

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Welcome to Field Notes EDU! Here’s a short Guide to help you know what’s here, how to navigate it and how to leverage everything we have to offer!

Before we jump in, remember: This is not meant to overwhelm. Or to waste time. It’s not just one more thing for you to feel behind on.

Field Notes EDU is your hands-on playbook to find success on social media without taking unnecessary time away from your business. Let’s get into it!

1. Choose the Membership Level That Fits You

Let’s start with deciding how much support you actually want, aka what membership level is right for you.

If you’re here to:

• learn slowly

• improve your understanding

• and rethink how you approach social media

The free membership is a great place to start.

If you want:

• practical implementation help

• systems and templates

• workshop discounts

• and deeper guidance

Get yourself an Annual or Monthly Membership here:

Explore Annual and Monthly Memberships

But if you want more things, like:

• the deepest level of support with direct access to us

• access to all our systems and templates

• free workshops, a group chat, and advanced guidance

You’ll want to become a Founding Member. Do it here:

Learn more about a Founding Membership

There’s no wrong option here. Start wherever you feel comfortable. You can always upgrade or downgrade. Explore all the options here:

All our Membership Options

2. Start at the Beginning

One of the biggest mistakes people make with social media education is jumping straight to tactics and skipping the “why”.

They want:

• hooks

• algorithms

• platform tricks

Before they understand:

• what they’re trying to communicate and to whom

• why consistency matters above all else

• and how social media works now and why it’s important

That’s why this Substack is intentionally structured in layers: to help you build a solid foundation for your business on social media from the ground up. Alongside our monthly lessons, we will offer insights into the reality of social media, why it’s useful, and what’s changing and why that’s important.

Because the more you understand the “why” of social media platforms, how to use them and what’s shifting, the more you can leverage them to support your business. And the more you learn and understand it all, the more you can do this without us. And that’s our goal.

3. Understand How This Is Organized

Field Notes EDU is divided into learning sections to make things easier to follow and easier to return to later.

Each section is color-coded and built around a different part of social media. These sections serve as an important building blocks in helping you create a strong and successful presence on social media - whatever platform you choose.

The learning sections focus on:

• messaging and clarity

• content and consistency

• systems and growth

Each one builds on the next and connects to everything before and after. It’s designed to work together to help you find success quickly and easily.

4. Use the Support

Field Notes EDU is not meant to be one-and-done content. We want you to come back to the posts. Save things. Find a better understanding of the past and the future posts as you put what you learn into practice.

Use this Substack as your cheat sheet, as your reference guide, as your support as you move ahead with social media.

With an Annual or Monthly Membership, you get monthly lessons and activities that we urge you to print, work on and save. Build your own playbook to serve as a resource as you grow. You can come back to it and anything here to help you get better and better at managing and growing your social media.

If you’re a Founding Member:

• take advantage of the group chat

• ask questions

• lean on the community

That’s part of the value of your membership: community. Social media gets easier when you stop trying to figure everything out alone. After all, it’s got the word “social” in its name.

Not a subscriber or member yet? Explore all the options here:

Explore Membership here!

5. Don’t Try to Do Everything at Once

This might be the most important thing in this Guide! don’t try to do everything all at once!

You do not need to:

• overhaul everything overnight

• suddenly post every day

• or become a different kind of business

Start small. Start simple. Our goal is to make social media manageable for you while you run your business - not more stressful!

Each month, we will pick:

• one idea

• one adjustment

• one system

to discuss, review and build from. The grow might be slow at first, but it growth will come, and when it does, you will be able to capitalize on it!

Our lessons are broken down so that you can implement them in a way that actually allows them to take root - because it is like planting seeds. You need to plant them, provide sun and water, then watch them grow slowly. You might need to fertilize when more support is needed, you’ll need to weed when things get out of hand. But most of all, you need to be patient and learn as you go. The same applies to social media, and we have designed these lessons to help you do just that. So be patient with yourself and with your social media accounts.

6. Remember Why You Are Here

This Substack is built to be realistic. You are running a real business. You have limited time. You already have enough on your plate.

The goal here is not perfection.

This is what works on social media and in real life. And that’s what we’re building towards here. And we’re excited to do it together!

We look forward to working with you,

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If you aren’t sure what Membership level is right for you, here’s a breakdown of all the options.

Free Membership

Cost: Free

With a free membership, you’ll get one educational email sent to your inbox each month. Each post is designed to help you approach social media more clearly and consistently.

You’ll also get a second email with a recap of everything we shared that month to help you keep it all organized.

If you need more guidance on how to implement the info, we suggest becoming a paid member. Because knowing what to do and consistently doing it are two different things and a paid membership is designed to help you actually reach your goals.

Access to the posts and info in a free membership is limited, so keep track of the lessons you want to hold onto as you work through them. Get started now:

Subscribe now

Annual + Monthly Memberships

Annual Cost: $120 a year ($10 a month)

Monthly Cost: $12.00 a month

Annual and monthly paid memberships are built for businesses that want structure, guidance, and practical tools to help implement the lessons we share without overcomplicating things.

Annual and monthly members get:

• subscriber-only breakdowns each month

• practical “what to post” guidance

• access to select templates, prompts, checklists, and planners

• discounts on live workshops and digital products

• ability to post comments

Simple systems. Realistic guidance. Less guesswork. All designed to help you succeed on social media and help your business grow in real life.

At the start of each month, you’ll get a post introducing the month’s lesson sent to your inbox. And following that, you’ll get two educational posts with practical guidance on how to implement the lesson in thought and practice. At the end of the month, we’ll also send a recap of everything with links - in case you missed something, you’ll have it all in one spot.

As your monthly posts arrive, you’ll see that our content is divided into color-coded sections designed to help you navigate from a beginner to a confident - and consistent - social media user.

And if you want to share a comment or ask a question, you will have access to the comment section of Field Notes EDU where we will monitor and reply as needed. Lock in your membership today:

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Founding Members

Cost: $299 a year ( $24.92 a month)

This is for individuals and businesses that want to delve deeper and truly understand how to leverage social media to grow their business.

Founding Members get everything included from the paid membership benefits above, plus:

• access to all templates, prompts, and systems

• first access to workshops and deeper discounts

• one free online workshop each year

• exclusive breakdowns and advanced guidance

But the biggest benefit might be:

• access to the private group chat beginning in Fall 2026

In the group chat, you will have access to the community of Field Notes EDU - other businesses like you and to us. Each month, we will jump into the chat to discuss new topics and answer questions. It’s direct access to the answers you are seeking and to a support system that can help you achieve your goals more directly.

This level is intentionally smaller and more hands-on. Because we value your investment. And we value your intention. Together, we will help you utilize everything social media can offer to help you grow your audience and solidify your business’s foundation in the fast-paced digital market.

Secure your spot and invest in your business’s social media success today:

Subscribe now

What’s Coming

Over the next few months on Field Notes EDU, we’ll be covering:

• what “good enough” content actually looks like

• how to build a repeatable posting system

• how to stop overthinking social media

• what small businesses should actually focus on

• and how to build familiarity in your community over time

We’ll also begin rolling out:

• live workshops

• downloadable systems and planners

• platform-specific education

• and deeper implementation resources

Select the membership level that works for you to take advantage of everything Field Noted EDU has to offer:

Subscribe now

Remember: The Goal

You don’t need to become a full-time content creator.

You just need:

• a clear message

• a manageable system

• and enough consistency for people to remember you

That’s what we’re building here.

And honestly, we’re excited to finally share it properly - so thanks for being here! We’re excited to work with you and watch you grow.

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What This is & Who It’s For

Field Notes EDU is a space that offers online marketing education for small businesses that want to keep things simple, but effective, and don’t have time to waste.

It’s for restaurants, boutiques, coffee shops, service-based businesses and any other small businesses that want to reach new customers or share more info with the ones they already have.

It is meant to be a bit educational and a bit fun. We want give you realistic advice to help you grow your social media accounts to gain customers, but we don’t want it to be a slog.

So each week, we will send you an email with some helpful, actionable information. At the end of each month, we will share a recap of everything we sent that month, in case you got behind, this will help you keep it all straight.

Why a Substack

Social media platforms are always changing, and what works on them is always shifting. So, you need a resource that shifts with it. A weekly email can do that.

But you also need that resource to be consistent. Something you come back to and know how to use. And a Substack allows you to have that because we will save all the emails here for you to come back to when you want to.

This Substack will offer you a place to learn at your own pace, save what works, and get support when you need it.

What You Can Expect

This space is not about trends, hacks, or posting every day. It’s about creating a realistic posting schedule that you can easily manage and not neglect everything else you need to do!

We will help you develop clear messaging, grow your audience, and develop simple systems to help you manage it all.

Each month, you’ll get emails with information, lessons and activities designed to be easy to keep up with and even easier to apply in real life.

We will keep it simple on purpose, because being overwhelmed with info doesn’t help anyone. So we will share:

• short posts to shift how you think

• practical breakdowns to show you what to do

• a monthly recap in case you missed anything

If you want to go viral or become a full-time influencer, we could teach you that, but we won’t be doing that here.

Instead, we’re here to do what all the social media “gurus” out there aren’t: how to use social media in a way that’s both realistic and successful.

What We’ll Cover

In our weekly emails, we will work through:

• how to make your profile clear and effective

• what to post (without guessing every time)

• how to stay consistent when you’re busy

• how to get the algorithms to work for you, not against you

• and how to turn this into something that actually supports your business

This is not about doing more. It’s about doing this in a way that fits into your actual schedule and supports your unique business.

Alongside the emails, we’ll be teaching live workshops and webinars that are built to:

• walk you through the systems we share step-by-step

• simplify everything here even further

• and give you more confidence and knowledge to implement it

If you prefer learning by doing, this is for you.

And if you want a discount on our workshops and webinars, read on.

Membership

Membership is optional - you’ll still get one free post a month without it - but if you want help in implementing the info we share, to make everything really simple, a paid membership is for you. With it, you will get weekly emails that include:

• simple templates, checklists and prompts you can use right away

• clear guidance on how to apply what you’re learning

• deeper breakdowns so you can follow through without overthinking

No pressure. Just a next step if you want it. Learn more about membership options here:

Membership Options

Next Steps

If you’re ready to get started, click subscribe below and look out for our next email. If you have questions, feel free to send us a message below.

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And thanks for being here! We are excited to get to know you and watch you grow. Learn more about us and why we created Field Notes EDU here.

Field Notes EDU was created by Steven Kimmi, a Kansas-based travel and food content creator, and JB Jones, who recently returned to her native Kansas from NYC to found a consultancy dedicated to marketing and organizational operations for small businesses.

Steven and JB have spent the last three years traveling and working together to build Steven’s tourism-focused business. They are proudly rural by choice and are devoted to supporting the Midwest, Kansas, small towns and the businesses and creatives within them. Collectively, their work and insights gain momentum at the intersection of tourism, small businesses, and digital storytelling.

Their teaching approach has gained momentum for being practical, grounded in real-world experience and focused on clarity, sustainability, and trust.

Read on for more and subscribe here:

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Meet Steven Kimmi

Steven Kimmi is a Kansas-based creator, educator, storyteller, and travel & food influencer. He brings more than 20 years of experience in education, in both the elementary and secondary classrooms, public education administration, and his current role as an assistant professor at Kansas Wesleyan University. Alongside his academic work, Steven has organically built an audience of more than 80,000 followers across his social platforms by telling honest, place-based stories about travel, food, and small-town life in the Midwest - proving that meaningful growth is possible even in regions where social media is still emerging. His success comes not from chasing trends, but from understanding platforms, audiences, and storytelling fundamentals. That combination of classroom-tested teaching and real-world creator experience shapes his approach to social media instruction, focusing on how social media actually works, why content performs the way it does, how strategy supports storytelling, and the way to build a sustainable, authentic presence from the ground up.

Find Steven here:

Instagram

TikTok

Facebook

Meet JB Jones

JB Jones is a marketing strategist and operations consultant specializing in social media strategy, brand storytelling, and audience development for creative businesses. She is the founder of JB Jones & Co., a consultancy that helps artists, independent brands, and small organizations clarify their messaging, build sustainable digital communities, and implement efficient marketing systems. Jones previously co-founded NYC Jewelry Week, where she developed marketing initiatives and programming that expanded how the jewelry industry engages with audiences. She is also the co-host of Rough Cut, where she regularly discusses marketing strategy, brand positioning, and the evolving realities of running a creative business. With more than a decade of experience across marketing and operations in the consumer space, Jones brings a practical, strategy-driven approach to teaching social media marketing, helping professionals translate their values and expertise into clear messaging, consistent content, and measurable audience growth.

Find JB here:

JBJonesandCo

We’ve travelled all over Kansas and the Midwest in the past few years, collecting content, meeting people and taking it all in. You might have seen those trips chronicled over on Steven’s social channels @stevenkimmi. He’s one of just a few “influencers” based in Kansas, and probably the one who gives small towns most of this attention.

Since we’re usually traveling to collect and share Midwest stories on social media, we almost always end up talking about social media with the folks, mainly the owners of the businesses we are featuring. And more often than not, that convo goes something like this:

Us: “We’re here to share what you do on social media.”

Local business owner: “Oh wow - that’s great!” A pause. “I’m on [insert name of social media platform here], but I don’t use it much.”

And the reasons most folks are not using social media much are usually one of these 3 things: “I don’t quite know what I’m doing.” “I don’t have time for social media.” Of “I don’t even know where to start.”

If this sounds like you, you’re in the right place.

This is For You

We created Field Notes EDU specifically for small business owners in small to mid-sized cities and towns.

Small businesses are unique. And so are smaller cities and towns. So if you are any of all of these, know Field Notes EDU was made just for you. No hype, no nonsense, just straight to the point info to help you use social media better.

We know you don’t have a lot of time on your hands so we’re here to teach you how to use social media without compromising the time you need to run your business. No more time wasting or uncertainty. We’ll help you learn the basics and grow your audience, effectively and efficiently.

Become a subscriber if you’re really ready to get into it and get things done:

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Thanks for joining us, we’re glad you’re here!