Build – Once you choose the social media platform(s) you want to utilize to increase online awareness of your brand, set up your profile(s) including a short, compelling bio to attract people letting them know who you are and what you do. Having a presence on Facebook, Twitter, Pinterest, Google Places, and YouTube in addition to your website can push your business up in rankings on browser searches. Include links to your website so that people can learn more about you and your small business.
Connect – To connect with your community and your existing and potential clients, you need to keep up with your page. Ask your friends, current clients, and other small businesses in your area to like and share your pages. Like and share their pages as well. Add a link to your email signature to your website, too. Establishing a presence on a social media platform requires active, consistent participation.
Engage – Social media is not meant to be one-way communication. You may use it to spread your message, share your business, and broaden awareness about who you are and what you do, but you must do this both by sharing and also participating in two-way communication. Listen to your customers and create community with other businesses and clients. Make your social media page not all about you. The 80/20 rule is a good one to follow: 80% of your activity is being friendly through retweets and comments. The other 20% is your chance to contribute your own content. Be an active participant and engage your audience with relevant content instead of just promoting yourself. Ask your audience to participate in the conversation, share photos of them using your product or enjoying your services.
Influence – Your ability to influence depends on your credibility and your reach. A strong, professional and engaging social media presence adds to your credibility. Your reach can expand beyond the number of fans and followers you have as your customers share your content, products and services within their circles.