Social media is one of the most accessible ways to promote your brand or business. However, it is your direct link to your customers, so if you aren’t posting, or worse, posting the wrong things, then your social life might go quiet.

Your social media strategy is important. This link to your customers is filled with information that you can use to transform your business and increase your ROI. If your business is still ignoring the need to interact on social media, then it’s well past time to start engaging and developing a strategy.


You need to produce quality content. This is one of the most important things in advertising and marketing. It doesn’t become less important because it is on social media, it actually becomes more important.

Understanding how to use the various platforms to their full potential is only half the challenge, you also need to understand how to engage. Palming the writing of a tag or blurb to just anyone will not get you the results you desire.

Your posts need to be considered, well-timed and appropriate. To understand if your content fills these criteria, it is up to you to understand what is appropriate to share about your business.

You also need to post images and vlogs. While people might read your Tweet, they are more likely to respond to a call to action after viewing your video.


Your industry peers and competitors are online. You should be following them on social media to ensure that you understand the marketplace and keep abreast of changes.

Of course, many industries work in collaboration, not competition, so staying informed will help you predict changes, move ahead and make decisions based on real-time information.

Building a network on social media and generating organic affiliations can see you linked to a brand or business that could accelerate your potential in ways you could not have predicted. Of course, this can work in the opposite direction, and that is why the task of social media management needs to be handled by a professional, not just the intern.


Social media is a hive of people seeking approval. People buy products, post images and create a world on social media to feel connected to their tribe. This can be a problem for your content. As people spend so much time in a digital dialogue, how do you make your voice heard?

It isn’t that different from any other advertising strategy. You create your voice and make sure you speak to those who want to hear your message and reach out to those who don’t even know about you by promoting your business in the same way you would any other promotional campaign. You write. You have great content that is considered, follows a strategy, and speaks in your voice.

If you want your employees to have access to publishing online on your behalf, you need to provide people with a style guide. It need not be complex but set the boundaries. This way you won’t overwhelm people with posts and you will have some level of control over what your team is saying online.

Creating a social life online takes time and commitment. You need to take time to make friends, grow organically and join the conversation. Some of the benefits of social media include instant interaction with clients, fast release of updates and importantly, a human ‘face’ to your business that will appeal to a generation of consumers who are forging our path in digital marketing.