Episode 60: Surefire Social Media Tactics For Pet Sitters With Calvin Wayman

On our 60th episode of Bella In Your Business, we have Calvin Wayman. He is a best-selling author, keynote speaker, and the CEO of a social media agency  called CobbsMedia designed to make corporations, small businesses, and personal brands grow and stand out through the power of social media. Calvin Wayman of CobbsMedia He recently published his first book, which debuted on the Amazon top-100  called “Fish Out of Water: The Guide To Achieving Breakthrough and Permanently Transforming Into the New You.”  To find out more about Calvin, visit him on his website: calvinwayman.com Social media can be both daunting and overwhelming. There's not only a variety of different platforms, but each of them have their own uses and strengths. It can be difficult knowing which platform is worth investing your time into, and even harder making that platform lucrative. Listen in as Calvin and Bella discuss: The 4 C's of social media Things that EVERYBODY does wrong on social media Instagram Vs. Facebook - which is better for pet sitters? The impact Facebook Live can have in your business Advice for managing your social media pages while saving your sanity! As a gift to our audience, Calvin has a free downloadable offer for a social media makeover ($300 value!). Learn more about the offer here:  socialmediamakeover.org Subscribe To The Show: Transcript: This is episode 60 of Bella in Your Business. Welcome to Bella in Your Business. My name is Bella Vasta, your host, and today we have Calvin Wayman. He is a bestselling author, keynote speaker, and the CEO of a social media agency, Cobbs Media, designed to help corporations, small businesses, and personal brands grow and stand out through the power of social media. He also recently published a book which debuted on Amazon’s Top 100 called Fish Out of Water: The Guide to Achieving Breakthrough and Permanently Transforming Into the New You. Calvin, welcome to the show. Thank you and thanks for having me. I’m pumped to be here. When I met you, you definitely had a colorful life and a lot of different experiences, and I just kind of knew, especially from a social media background, that you’d have a lot to offer our listeners. Stay tuned for the end too, because Calvin actually has something free for you in ways of him doing something pretty cool for you. It’s not just some free downloads, but you’ll have to wait to listen to that. Calvin, you created this “four Cs of social media,” and like the Huffington Post picked it up and stuff, so why don’t you systematically and slowly—because I’m sure we’re walking dogs, doing laundry, meal prepping, doing something while we’re listening—break it down for us. Awesome. So what it is, is there’s one more C—there’s four—and it’s super important to get all four of them in there. To give a little backstory, it’s related to social media. If you’ve tried to grow a brand or gain business from social media, you could spend hours and hours scouring through different tactics—Instagram, Facebook, ads, YouTube, Google AdWords—and it’s easy to get overwhelmed. I asked myself, what actually works? What makes it stick? So I studied people with strong brands on social media, looked at a cross-section of different people, and asked what makes this work—not just tactically, but philosophically. That’s where these four Cs came from. It’s a way to simplify social media so you can focus on four things instead of hundreds: content, context, consistency, and connection. Let’s break it down. The first one is content. If your business isn’t where you want it to be, it doesn’t mean your business is bad or that you’re a bad person. If it’s not growing, it’s because of one simple factor—obscurity. Not enough of the right people know who you are and what you stand for. Content is the gateway to break you out of obscurity. Content is anything you post on social media—a photo, a video, a message. But here’s the key: don’t just post about your business. Don’t say “buy my book” or “hire me.” That’s what 98% of people do, and it doesn’t work. Instead, post about who you are, what you stand for, and why you do what you do. Your content should connect to your “why.” Simon Sinek’s TED Talk Start With Why explains this well. Most people talk about what they do; the few who stand out talk about why they do it. Apple doesn’t say “we build the best computers.” They say, “We believe in challenging the status quo. We believe in thinking differently. Because we believe this, we create beautifully designed, user-friendly computers.” The computer is just the byproduct of their belief. If you’re in the pet business, what do you believe about it? Maybe that dogs truly are man’s best friend. That belief should shine through your posts. That’s the first C—content. The second is context. It’s often misunderstood. Imagine walking into a funeral home during a service and saying, “Hey, I’m sorry you’re crying about Joe. I don’t know Joe, but I have a great dog walking business—here’s my card.” The problem isn’t the message; it’s the context. There’s nothing wrong with talking about your business, but timing and placement matter. The same goes for social media. What you post on Instagram shouldn’t be what you post on Twitter or Facebook—they’re different “rooms.” Play with the platform and understand the language of each. Selling isn’t bad, but social media isn’t where you hard-sell your audience. Save that for calls or emails. Be careful with automation tools that blast the same content everywhere—they can help you “suck at social media.” You might post one thing across all platforms and wonder why there’s no engagement—it’s because it doesn’t fit the context. Repurpose content, yes, but tailor it for each platform. Now, consistency. People don’t post enough. Think of brands like McDonald’s, Coca-Cola, or Nike—they’re instantly recognizable because they’ve been relentlessly consistent in telling the world who they are and what they stand for. Most small business owners aren’t known because they don’t post enough. Instead of two or three times a week, start posting two or three times a day on Facebook and Instagram. On Twitter, it might take 12–15 posts to make an impact. Consistency helps break you out of obscurity. It’s also important to track metrics and test. Try different posting frequencies for a month and measure engagement—not just likes, but comments, shares, and conversations. That leads to the last C—connection. Connection is the biggest missed opportunity in social media. Everyone focuses on conversions and sales, but the people who connect with their audience blow up—whether it’s Gary Vaynerchuk in business or Taylor Swift in music. Calvin shared a story: One day, he was tagged in a podcast video from three Australian guys he didn’t know. They were talking about him. Six months earlier, one of them had followed him on social media, and Calvin had sent a quick 4-second video: “Hey brother, I noticed you followed me. Thanks.” That small gesture created a real connection. Six months later, that person bought a bulk order of Calvin’s book and gave away 10 copies to an Australian audience—all because of that one short video. Connection matters. For pet sitters and dog walkers, it might mean sending a short thank-you video to new clients, greeting followers on Facebook Live, or replying personally to comments. Never let a comment go unanswered—no comment left behind. Engage with every person who engages with you. Always have the last word, and keep the conversation going by asking open-ended questions. On Facebook, you can now send messages as your page to people who comment—use it! Send a quick thank-you video or personalized note. These are actionable steps to grow connection and community. Post the right content, understand context, stay consistent, and prioritize connection. Calvin also shared a free offer: a Social Media Makeover—a phone session with him or his team to help you apply the four Cs to your page. You can sign up at socialmediamakeover.org. To connect with Calvin personally, go to calvinwayman.com or find him on Facebook, Instagram, or Snapchat by searching his name. His book Fish Out of Water is available on Amazon, or at calvinwayman.com/book. Thank you, Calvin, for being on Bella in Your Business. If you loved this podcast, share it with your friends, subscribe on iTunes or Stitcher, and remember to always keep jumping. Thanks for jumping with Bella in Your Business. For more information, free articles, and coaching sessions, go to jumpconsulting.net. And remember—Bella’s got your chute.