“Way back” in the early 2001-2’s there was this new fad of needing a website for your business. People weren’t really sure if it would stick, but they had to keep up with the trends to stay relevant. As a result a TON of websites appeared only to be left alone post-launch. The goal was reached – they launched their website. Many people are treating the tools of social media (facebook, twitter,linkedin, youtube to name a few) the same way. Get a facebook fan page because Joe Business Owner has one and we don’t. Jane Entrepreneur tweets all the time and if you don’t you aren’t relevant.

Social media cannot just be a goal, an item to check off the list. At least not for your successful business.

Companies using social media effectively always have the bigger picture in mind. You can’t get so enamored with the tools as they will keep changing but rather understand the larger concept behind the need. If you just sign up for twitter or create a youtube channel but have not really thought about “why” you need them or “what” you’ll do with them, more than likely you’ll find yourself wasting a lot of time (and maybe even money).

Social media allows you to put a “face” to your company. The one-way communication marketing style (brochures, static websites, print advertising) is a thing of the past – though still has a place in the overall strategy – and needs to evolve into a more complete picture. Rather than telling people they need to use your products or to go with your company, allow others to do it!

It’s about people. People are looking for what you have to offer. When they find you, what will they learn? Having a social media strategy in place can help seal the deal.


With over a decade of experience, I have managed online marketing for a wide range of industries including biotech, high-tech, financial, higher education, non-profit, manufacturing, hardware providers, and startups. My specialty is helping business make the right turn with their online efforts focusing on lead generation and analytics.

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