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I’ve seen it time and time again – blogs that are neglected with months in between posts, Facebook pages with no recent updates and social links on websites that go to a place that’s no longer managed or even exists.

While businesses without a social presence can be considered “behind in times”, irrelevant and not credible, I feel it’s worse to have such an outdated presence. I think that many others feel this way too, which is why I often get asked “do you do social media?”.

When asked if I “do social media”, my response is always yes. But, my reply is quickly followed by my own set of questions, including; “are you using social media already?”, “why do you want to use social media (what are your goals)” and “what else are you doing to help people find you?”. The response to the last question is perhaps the most critical because it helps me determine what my client’s expectations are and how they need my help.

I want my clients to reach their goals. In fact, I want them to surpass them. So, when I take on a new social media client, the very first thing I do is to ensure that they have a social media plan that supports a much bigger strategy – one of making their brand easy to be found, which is what will help them reach their goals. While there are social media “standards”, tips and tools (many that I will soon be sharing), my most important advice is to ensure that your business is integrating its social media with the rest of your digital marketing (website, blog, email, etc.). Each of your digital marketing channels should support one another.

SOCIAL MEDIA TIP # 1: Each of your digital marketing channels should support one another.

This is not a typo. I know that I just stated this. But, it’s worthy of calling out again. That’s how crucial this is. Social media is important, but so is having a good website because that’s where people will be visiting if they want to do business with you. Make sure your website is mobile responsive. Besides for Google knocking you down in rankings if it’s not, your customers will likely be going there from their mobile devices if that’s what they’re using for social media. With all that said, your website should also be used to promote your social channels (have links to them on your site). And, be sure that your social profiles have links to your website. Your email signature should also include links to your social profiles. See a theme here? Use each channel to promote the others. And, be sure that you are using consistent branding!!

SOCIAL MEDIA TIP # 2: Don’t build your social plan around your personal opinions. Go where your customers go.

I’ve known many people that have selected only the social platforms that they use personally, for their business. For example, I’ve had people tell me that they will not use Twitter for their business because they don’t like it. I also had a business owner tell me that because he dislikes Yelp, he does not have his business listed there. My response to these type of statements is who are you trying to reach? If you’re truly wanting to use social media to help grow your business, you need to be where your customers are. If some of them are on Twitter, why wouldn’t you want to be there? The same goes for the social review platforms, such as Yelp. That’s where your customers are going. If they don’t find your business there, they’ll find your competitors. If you want customers to find your business, you need to go where your customers go.

SOCIAL MEDIA TIP # 3: Use keywords that your customers are using.

If you haven’t already, you should figure out which keywords that your customers are actually using. You can do this by going to Google’s Adwords Keyword Tool ( This tool helps you determine what words people are using to research products and services like yours. You can access this data with a free account and without advertising or having a campaign.

Social Media Channels You Should Consider:

  • Facebook (great for B2C and existing customers of B2B)

  • Twitter (great for B2C and demonstrating thought leadership for B2B)

  • Google + and Google Business (helps provide more visibility, extends your reach)

  • LinkedIn (great for building a network of potential clients and advocates)

  • Yelp (like it or not, this is where many people go for online referrals)

  • Instagram (this is a no-brainer if you sell any type of product or service that can be shown via photos and even if you don’t, plain text posts get more noticed when converted to graphics)

  • Pinterest (great for any “idea” you can share, which is centered around a product or service you offer)

You ask: Should my business be utilizing social media? I say: Most likely. You ask: Can I help? I say: Most definitely.

Contact Break Ice Marketing for an assessment of your social media or to have a social media plan and digital marketing strategy developed.


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