Showing up online with purpose: Social media strategy masterclass for business owners

When Chloe Spillane from Chloe Careers walks into a room to teach social media strategy, she shows up much the same way she does online…confident and direct but also, so warm and genuine – like your friend who just happens to know a lot about showing up online.

She cares about the work she’s doing and about the people she’s teaching. And that combination makes her a natural in front of a room of business owners trying to figure out how to show up online in a way that feels both effective and authentic.

That was exactly the focus of the Social Media Strategy for Business Owners masterclass delivered at NOVA in Armidale on 30 October and again in Tamworth on 4 December.

Across the two sessions, local business owners gathered to step back from the day-to-day demands of running their businesses and take a more strategic look at how they approach social media.

Cutting through the noise

For many business owners, social media sits somewhere between essential and exhausting.

They know it matters and they know it can help build trust and attract the right clients. But knowing what to post, where to show up and how to stay consistent can feel overwhelming.

Chloe’s approach for these Masterclasses was to cut through that noise.

Rather than chasing trends or worrying about algorithms, the workshop focused on building a simple, realistic content strategy that fits around the realities of running a business. Participants explored how to show up online in a way that feels natural, how to connect with the right audience and how to create a content plan that supports their business goals without consuming their entire week.

A room full of different businesses

One of the most valuable aspects of sessions like this is the mix of businesses in the room.

In Tamworth, the group reflected the diversity of the regional business community. Attendees included a creative maker producing delicate watercolour artwork and woodland animal keepsake dolls, alongside allied health providers, veterinary professionals and founders developing their own product-based businesses.

Different industries. Different audiences. Different stages of business.

Yet the questions were remarkably similar. How do I attract the right people? What should I be posting? And how do I keep showing up without spending hours online every day? And the golden question everyone wanted to ask but didn’t really want an honest answer to – do I really need to show my face on socials (and spoiler alert, yes! You should).

The workshop provided space to explore those questions, with practical guidance that could be adapted across many different types of businesses.

Strategy over pressure

Throughout both sessions, Chloe returned to a simple idea but one that helped to shift the audience’s perspective - social media should support a business, not drain it.

With more than 60,000 followers across LinkedIn, Instagram and TikTok, Chloe has built a strong online presence while growing a business that began from her living room floor. Her approach focuses on clarity, consistency and genuine connection rather than chasing viral moments or trying to appear everywhere at once.

For many attendees, that shift in mindset was one of the most valuable takeaways.

Social media does not need to be performative. It simply needs to communicate clearly what you do and why it matters to the people you serve.

Practical tools and a clearer plan

By the end of the sessions, participants had begun shaping their own content plans and identifying the platforms that make the most sense for their businesses.

The goal was not to leave with dozens of new tactics, but with a clearer strategy and the confidence to start showing up more consistently.

Events like these reflect the broader role of the UNE SMART Region Incubator in supporting regional founders and business owners. From creative makers and service providers to product innovators and professionals, the region is home to a wide range of businesses at different stages of growth.

Creating spaces where those businesses can come together, learn from experienced practitioners and share their perspectives is an important part of building stronger local business communities.

And sometimes the most valuable outcome is simple.

Business owners leave the room with a clearer plan, a few practical tools and the confidence to start showing up online in a way that feels both strategic and true to who they are – less overwhelm and more of a sense of “I’ve got this”.

This workshop was delivered through funding from the Boosting Business Innovation Program (BBIP) via Investment NSW. BBIP supports regional incubators like UNE SRI to deliver programs, workshops, and capability-building initiatives that help founders start and grow innovative businesses across regional NSW. We're grateful for their continued investment in our region's entrepreneurial ecosystem.

UNE SMART Region Incubator runs regular workshops to help founders build the skills they need to start, grow, and thrive. Want to know when the next one's on? Check out our events page or sign up to our e-news.