Social Media: A Powerful Tool to Grow Your Business

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Social Media: A Powerful Tool to Grow Your Business

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Social media can be a powerful tool for a business. LinkedIn, Facebook, Twitter, YouTube and the slew of others can drive consumers to your website and into your brick-and-mortar business. It is......

Social media can be a powerful tool for a business. LinkedIn, Facebook, Twitter, YouTube and the slew of others can drive consumers to your website and into your brick-and-mortar business. It is inexpensive and can provide a real advantage over social media-challenged competitors. Effectively using social media to grow your business, however, isn’t intuitive. This article covers some areas to think about when mapping out a strategy.

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  • 1. I D E A S T O H E L P G R O W Y O U R B U S I N E S S ©Copyright2013.CBIZ,Inc.NYSEListed:CBZ.Allrightsreserved. S ocial media can be a powerful tool for a business. LinkedIn, Facebook, Twitter, YouTube and the slew of others can drive consumers to your website and into your brick-and-mortar business. It is inexpensive and can provide a real advantage over social media-challenged competitors. Effectively using social media to grow your business, however, isn’t intuitive. It requires a well-planned strategy and tech-savvy people to implement it. Shooting from the hip might work well for a practiced gunslinger, but when it comes to words that reflect on your company, post with care. Reputations are at stake: yours and your company’s. Once posted to a social media site, a photo, comment or story can’t be completely erased; so, it’s essential that everything you post is positive, pushing your business forward and presenting it in the best light. Each site you use tells a story and, together, the many sites weave a narrative of your company, its attitude toward customers and its standards. Here are some areas to think about when mapping out a social media strategy: Creating a Profile Focus on the “pro” in profile. When developing a profile, include nothing that isn’t professional or doesn’t elevate the professionalism of your company. Like small talk at a cocktail party, steer clear of hot-button topics, such as politics and religion. Be honest, brief and relevant. There is value in noting that you were president of your college fraternity, but listing that you medaled in the Beer-Chugging Olympics your junior year probably isn’t going to impress a potential client. Choosing Appropriate Content Anything not directly related to your business probably should be avoided. The idea driving the use of social media for your business is to inform current and potential customers or clients about your company and what it can do for them. This includes any information that presents you or your business in a positive way. Steer clear of negative posts; they tend to resurface at the most inopportune times: an annual review, a merger and so on. What picture do you want a Google search to paint? Exercise Some Self Restraint We can post to social media sites almost anywhere at any time. Overexposure, though, is as bad as not taking advantage of social media at all. The idea is to keep your followers up to date on the latest news from your business, but every little thing isn’t news. Once followers become bored with posts, the ability to wow them is gone. What’s the point in posting if no one is following? Reply to Comments & Inquiries Once you embark on a social media strategy, you must keep up with it. Not only does content need to be current, but comments and questions from followers must be addressed. Not responding to followers in a timely manner can paint your business as indifferent to customer needs. Followers taking the time to comment or make an inquiry probably want to establish a dialog. Your response needs to be quick and relevant. What It Means to Your Business Social media can be a boon or bust for your business. Like any tool, its effectiveness depends on how you wield it. our business is growing yours Management & Performance Social Media: A Powerful Tool to Grow Your Business Article reprinted from Fall 2013GROWTHBIZS T R A T E G I E S ROBERT CINI CBIZ MHM, LLC • Boca Raton, FL 561.922.6099 • rcini@cbiz.com