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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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