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How to Succeed in Business with Social Media: Part 2

So you want to build awareness of your marketing message using social media. It's not as complicated as you might suppose, but you do need to be consistent and creative in your approach.

Slider PEDs I love my smartphoneIn Part 1 of this article, we looked at the origins of social media and how it came to be adopted by business as a powerful marketing tool. In this continuation, we'll examine some of the optimal strategies for using social media to build and promote a business or industry organization of any size.


In today's world, having at least one social networking account for your business is pretty much mandatory — and maintaining multiple accounts is better. Whether you are a sole proprietor working as an independent, or the VP of Marketing of a multinational corporation, the use of social media is an important component of your success.


Previously, we listed the social networks which the majority of businesses currently use to promote themselves. These social networks are:


● Facebook
● Twitter
● LinkedIn
● YouTube
● Pinterest
● Instagram
● Google+


Facebook and Twitter are large mainstream platforms which offer a variety of post formats. LinkedIn is aimed at working professionals, with a focus on employment seekers and companies promoting themselves as employers of choice. Pinterest and Instagram place a heavy emphasis on posting photos and other images.


YouTube is the top video sharing platform in the world, but maintaining a YouTube channel requires more time and resources than some small businesses have the budget for.


Google+ continues to limp along despite persistent reports of low usage numbers. The site tends to be used more for business-to-business (B2B) activities, and is arguably the least popular social network in our list.


We aren't going to drill deeply into what makes each of these social networks tick; such a discussion would take up a chapter (or more) in a textbook for a college marketing course. Instead, let's review two key concepts every business should keep in mind when planning its social media strategy: Brand Personality and User Engagement.


It's what you say ... and how you say it


When you look at a friend's or colleague's social media account, their feed often tells a story about their life. People who are active on Facebook (and there are reportedly 2 billion of them) will often use their accounts to show-and-tell who they are, describe what they do for work (and for fun), and showcase the causes they find interesting or important.


Establishing a business brand on social media is another form of storytelling. The story your business tells should inform people about what your business does, demonstrate why people should find your company relevant and worthwhile, and create a trusted connection between your company and customers.