What We Learned at the 2025 North Canton Social Media Summit

In April, I had the opportunity to moderate the North Canton Social Media Summit, hosted by the North Canton Chamber of Commerce. It was a packed house filled with local small business owners, and it turned into one of those rare events that was equal parts energizing, educational, and immediately useful.

First, a huge thank-you to Santana Lopez and her team at the North Canton Chamber for organizing a top-notch event. Their work made it easy to show up, learn, and connect.

Meet the Panel

We had an incredible lineup of panelists from across the social media landscape. We also recorded one-on-one interviews with each panelist, listed below.

What’s Actually Working Right Now

Social media changes by the minute, but when asked what’s working right now, the consensus was clear: authenticity, consistency, and clarity of audience. Whether it was Derrick putting in 80+ hour weeks to build viral content, or Amy using feedback from customers to build an entirely new product line, the through-line was connection. Each panelist shared how they’ve stopped chasing trends and started leaning into what their audience actually cares about.

Don’t Have Time for Social Media? You’re Not Alone.

A recurring theme: most small business owners don’t consider themselves content creators—and that’s OK. What the panel made clear was this: you don’t need to post every day or be a TikTok wizard. But you do need a plan.

Bridget talked about presence and pacing. Danielle shared how she balances content with life as a mom. And all agreed: if you wait until the day-of to come up with your content, you’ll lose your voice and story arc. Think in seasons and themes. Batch ideas. Build around your values and your customer’s needs.

Borrow Like an Artist

When asked what a small business owner could do tomorrow to improve their social presence, my advice was simple: look at what your peers are doing. See what’s getting traction. Look for patterns. You’re not copying—you’re adapting. What fits your voice, your audience, your culture? Start there.

And most importantly: know your audience. Name them. The more specific you can be, the easier it is to create content that resonates. Speak to the person you’re trying to reach—not the masses.

A Launchpad for Ideas

One moment that stuck with me was Amy’s story. She started in her kitchen, grew Daisy Pops into a local favorite, and eventually found herself fielding questions online from other bakers and hobbyists. Instead of just answering, she saw an opportunity—and launched Daisy Makes, a business creating 3D printed tools for cake pop makers around the world. That evolution came because of social media—not just from promoting her business, but from listening.

Tips from the Pros

• Don’t be intimidated. You don’t need a production studio to get started. Start where you are.
• Don’t be precious. Some posts flop. Some take off. You can’t always predict it. Just keep testing.
• Pace yourself. You don’t need to be everywhere all the time. Pick platforms that serve your audience.
• Metrics matter—but not all of them. Pay attention to what really moves the needle. Don’t get stuck chasing likes.
• Content should serve the reader, not just promote your services. Think: what can I offer that’s useful, helpful, or entertaining?

A Conversation, Not a Commercial

Maybe the biggest takeaway? Social media isn’t your digital resume. It’s not just about posting your products or listing your services. It’s a dialogue. A chance to educate, build trust, and give your audience a reason to keep following along.

If you missed the Summit, we’ll be sharing video clips and full interviews soon. In the meantime, I hope this recap offers a nudge to keep experimenting, sharing, and connecting.

Thanks again to the North Canton Chamber—and to all the business owners who showed up ready to learn and grow. Can’t wait for the next one.

Want help figuring out what your business should be doing on social? Reach out—we’d love to have a conversation.