Social media is how we stay connected.

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But let’s be real—it’s also how we lose track of time watching cute gecko videos. (Guilty.)

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The thing is, social media isn’t just a distraction. It’s also one of the most powerful tools we have for discovering new places, supporting small businesses, and staying plugged into the community—if we use it with intention.

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At Riparian, we talk a lot about making content that’s both strategic and human. Because we’ve seen what happens when local businesses show up authentically on social media: they build real relationships, increase their visibility, and become part of the fabric of their community.

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So here’s a mindset shift for your next scroll session: What am I actually looking for?

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Sometimes it’s just a quick dopamine hit, and hey—no shame. But other times, you might be searching for something that connects you to your place, your people, or your weekend plans.

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Here are a few ways to turn your timeline into a tool:

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• 🔎 Need a new brunch spot? Check Instagram. Search your city’s name or neighborhood hashtags. See where people are tagging their avocado toast.
• 🎭 Looking for weekend plans? Check what local venues or small businesses are posting. Open mics, art walks, night markets—if it’s happening, it’s probably online.
• 🛍 Want to shop small? Browse the “tagged” tab on a local business’s profile or search keywords like “handmade in [your city]” to find makers near you.

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And if you're a small business owner yourself? This is your sign to stop overthinking it and just start showing up online. Talk about what you’re excited to offer. Share a photo of the thing you’re working on. Be a little messy, be a little real. That’s what people actually connect with.

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At the end of the day, social media is what we make it. It can be overwhelming and chaotic—or it can be a source of inspiration, connection, and community.

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So the next time you reach for your phone, try it with a little more intention. Follow businesses you love. Share a post from your favorite artist. Leave a comment on your friend’s new venture. Let your feed reflect the kind of world you want to live in.

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Want help creating a more intentional and strategic presence online?
Riparian offers social media support, workshops, and done-for-you services that help small businesses show up with clarity and confidence. Get in touch or follow us @riparianmedia to learn more.

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