Making Social Media Work for Your Business

By October 14, 2016Building Your Brand

social media facebook twitter instagramWe’ve discussed how to boost your business using four major social media platforms: Facebook, Twitter, Google+, and Instagram. Each offers unique advantages when it comes to online promotion, and it might seem tempting to create a business presence on every platform you possibly can. Before you do so, however, consider whether this kind of blanket promotion is right for you.

How much time will it take?

Maintaining a social media presence is time-consuming. Applications such as Hootsuite, Buffer, and Social Oomph automate posts, considerably cutting down the amount of time you need to physically be logged into a social media website. Facebook even has automation options built into its Pages feature, allowing you to schedule weeks or months of posts in a matter of minutes.

Posting, however, is only the beginning. Social media is intrinsically social. Accounts that shout their message into the void without offering anything of real worth are routinely ignored. We’ve already discussed the important of creating relevant, interesting content tailored to each individual platform. The purpose of producing the right posts is to generate a response, and that’s where your business needs to be proactive in engaging with its followers.

 Social means social

Check out Coca-Cola on Facebook, or Starbucks on Twitter. Despite being global brands with millions of customers (Starbucks has 11.8 million followers on Twitter; Coca-Cola has in excess of 99 million Facebook fans), they still respond to individual messages. Every comment on Facebook, every Tweet gets a reply. Obviously companies this large employ teams of social media managers whose sole responsibility is interacting with online fans, but however small or large your business, you need to do the same thing if you want to achieve social media success.

Social media is a famous time-waster, with an estimated $3.5 trillion of squandered productivity being laid at Facebook’s feet earlier this year. Being available to engage around the clock with customers on a plethora of platforms puts many small business owners at risk of spending more time marketing than they do working. Building a brand people are invested in is great, but it can’t come at the expense of running the business.

Know your limits

Don’t start by signing our business up for every site you can find. Consider our tips on what posts work best on each platform, and which you’re most comfortable creating. If you aren’t a very good photographer, Instagram probably isn’t the site for you. Equally, if you struggle to convey your message in less than 140 characters, you’ll find it difficult to make an impact on Twitter.

Consider not only what’s best for your brand, but what’s best for you. Social media requires devotion above and beyond scheduling posts using automation software. If you don’t have time to check your activity each day, it might not be the best solution for you.


Social media gives back what you put into it. Before joining a platform, the smart business owner understands how it works. Also consider how you can harness it to grow your business without losing time to unnecessary distraction. If you’re not sure how to start, pick a plan and let’s friendly experts help.

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