Both Fields and Clark’s experiences reflect a broader trend among small business owners. Research shows that while social media can be an effective tool for growth, many entrepreneurs lack the time, resources and digital skills needed to use it strategically. As a result, staying visible online can become an added challenge rather than a guaranteed opportunity.
Across the city, that tension is becoming more common. Social media may be free to use, but effectively using it requires time, strategy and a level of digital fluency that not every business owner has access to.
Johnny Turnage, co-founder of Black Tech Saturdays, has seen this with many of his constituents.
“We have almost a tale of two cities when it comes to social media and digital skills,” said Turnage. “Some businesses are soaring … while others, their presence is almost nonexistent.”
The divide, he says, often comes down to a lack of access to skills and knowledge.
“Not every small business owner understands the analytics behind [social media] — how to target their audience or convert attention into sales,” said Turnage.
That gap can limit growth in ways that aren’t always obvious. During major events like the 2024 NFL Draft, which brought hundreds of thousands of visitors to Detroit, Turnage said many small businesses missed a key opportunity.
“When you have nearly a million people descending upon the city, small businesses are not represented enough on social media to take advantage of that opportunity,” said Turnage.
For many entrepreneurs, the challenge isn’t a lack of effort — it’s capacity. Running a business is already a full-time job. Adding content creation, marketing and platform strategy can feel like another.
“There’s a real skills gap,” Turnage said. “It’s not just about being on social media — it’s about knowing how to use it effectively.”
Through Black Tech Saturdays, Turnage is addressing the gap through workshops, mentorship and cohort-based programs that teach entrepreneurs how to use digital tools, tell their story and reach customers more effectively.
“We have to strengthen how we teach these skills and make it easier to collaborate if it’s not your strong suit,” Turnage said.
For business owners like Clark, the challenge isn’t just creating content — it’s making sure it reaches the people it’s meant for.
“People don’t see it,” she said. “I find myself having to DM people my posts, and they’ll say, ‘I didn’t even see this.’”
So, Clark is just doing what many Detroit entrepreneurs are doing: figuring it out in real time, one post at a time.