Encompassing everything from celebrities acting “just like us” to global brand launches to cats terrified of aluminum foil and Members of Congress communicating with their constituents, social media is media. And the use cases are seemingly endless. 

By some estimates, roughly three-quarters of the U.S. population is in some way, shape or form an active social media user. For these individuals, there’s a decent chance that a social media platform is their go-to source for news; health, beauty and fitness trends; how-to’s; shopping; and entertainment. 

In the convenience business, social media helps retailers engage with their customers, both the loyalists and the newcomers. It’s where companies can say we’re fun and inviting, we’re here for you, and we have what you need to refuel, refresh and hydrate. Social media also showcases the ways retailers value their teams, community and customers. 

Many convenience retailers have done an exceptional job with their social strategy, starting with humble BOGO offers posted on Twitter during the early rise of social media and continuing up to today’s marketing campaigns across multiple platforms. 

We’ve learned a lot along the way, including what works, what doesn’t and how to bust through some of the myths. Here’s what we found. 

1. You Need to Post All Day, Every Day

The frequency of posting on social media varies by platform and the type of content being posted. 

If you’d like a hand, there are many (free!) resources online that offer guidelines for posting by channel and frequency. Platforms such as HubSpot answer these questions as well as offer free tools such as content calendars to help manage social posts and strategy. Nick Triantafellou, director of marketing and merchandising at Powell, Tennessee-based Weigel’s, agreed that posting nonstop is not necessary, but posting often—with purpose—is.  

“Frequency matters, but only if the content adds value. The goal isn’t to flood feeds—it’s to become a regular part of your audience’s day,” Triantafellou said.

“When you post consistently about more than just promotions—think humor, storytelling, behind the scenes or celebrating your team—you build trust and community,” he said. “If the content is strong and varied, more posts will equal more opportunities to connect.” 

Carisah Lee, social media and brand content manager at Ankeny, Iowa-based Casey’s, said the quality of social posts is more important than the quantity. “However, it is essential to review your posts daily to evaluate their performance,” she said. 

2. You Need to Be on Every Platform

Some may find that they have very little traction beyond Facebook and Instagram, while others may find that YouTube and TikTok are their sweet spots. 

The reality is that trying to be everywhere for everyone, all the time, is not a good social strategy, nor is it sustainable. The last thing you want your social presence to do is create noise. 

“It’s important to focus on the platforms that best align with your brand and where your target audience is most active and devote your time and resources to those specific platforms,” said Lee. 

She also raised a good point about future-proofing your social strategy. You may not be on certain platforms now, but you could find value with them down the road. “Simply claim your handle and monitor activity, but avoid investing too much time or effort in them,” she said. “Since Gen Z is Casey’s target audience, we primarily focus on Instagram and TikTok, as we know those are the platforms where this audience is most engaged.” 

Triantafellou agreed. “Spreading yourself thin just to check a box leads to diluted, ineffective content,” he said. Weigel’s focuses its social strategy on three platforms that generate strong engagement and the most loyal followers: Facebook, Instagram and X. 

“It’s not about being everywhere—it’s about being excellent somewhere. Be where your customers are and where you can show up well,” he said.

3. You Should Invest in a Third-Party Management Platform

This is more truth than a myth, although many third-party platforms offer free trials to get you started. 

Tools such as Hootsuite, Buffer, Canva and Sprout Social offer a range of features, including scheduling posts, tracking performance through analytics, social listening tools, managing multiple social accounts and creating visually appealing content. 

The Meta Business Suite is robust and offers ample capabilities to help you manage and grow your social strategy on Facebook and Instagram. If your budget is limited or nonexistent, the price is right for Meta Business Suite: It’s free!

“Native tools like Meta’s Business Suite or TikTok’s Creator Tools can go a long way with the right strategy behind them,” said Triantafellou.

Lee agreed that some larger software tools can be impressive and improve efficiency, but if you’re working with a modest budget, it’s not always necessary to use them. 

“Many platforms offer great free tools for scheduling and analytics,” she said. “It’s a good idea to test different options to find what best suits your business needs and, if you have the budget to do so, invest in one.” 

“Third-party management platforms can enhance visibility and efficiency, providing valuable support for your daily workload,” she added. “Ultimately, the best social media results come from creativity and consistency rather than the most advanced tools.” 

4. More Followers Means Your Social Strategy Is Working

For many businesses, engagement is the true measurement of social success. Genuine engagement from a powerful few, compared with an indifferent majority, speaks volumes. 

“Don’t chase numbers—chase connection,” Triantafellou said. “If you’re getting 20 likes on a post, think about what 20 people in a room looks like. That’s a big meeting! Appreciate every single person who engages with your brand—relish them, reply to them and keep giving them reasons to come back. A small, loyal following that actually cares is infinitely more powerful than a massive one that scrolls by.”

Although more followers can be a sign of healthy growth for a social account, Lee said, “what truly matters is how your followers engage with your content.” And engagement is the key to success. 

“An increase in engagement indicates that a brand is building genuine relationships with its audience, leading to support for its initiatives,” she said. “Focus on creating content that resonates with your audience and you’ll naturally attract more followers.”

5. Younger Staff Are Best Suited to Managing Social Media

Oof. Definitely a myth. It’s not about age. As with all content creation, social media should align with your brand. 

“Social media requires brand understanding, not just trend fluency,” said Triantafellou. “Being fluent in TikTok dances doesn’t mean you should run brand strategy. Social is a voice for your business and it needs to be aligned with your values, tone and long-term vision. In our case, it’s also one of the most visible brand storytelling tools we have.”

Lee agreed that age doesn’t matter with social media management. Instead, what really matters is “having someone who understands your brand and your audience, and has a well-defined strategy to achieve your company’s goals,” she said. 

For example, to understand its Gen Z audience, Casey’s will ask for feedback from its own internal team members on the trends and content they enjoy on social media, and then create content that reflects those trends.

And finally, one of the biggest myths of all: Influencers should be “famous” people.

“The best influencers might be behind your counter,” said Lee. “If you don’t have a budget for influencers, consider leveraging the people your customers interact with daily to create authentic content. Your store teams consist of your brand’s best ambassadors, who can truly bring your brand to life.” 

At NACS, our biggest influencers are our colleagues here at 1600 Duke Street, as well as the convenience retailers and suppliers who love this industry as much as we do.