Understanding the importance of your company's presence on social media

Oftentimes, when a company is doubting whether they should be active on social media or not, it is because they are trying to do too much too soon. Social media, as you have probably come to recognize by your personal use, can be very time-consuming. Therefore, as a company, even if you are considering hiring a dedicated resource or outsourcing your services, there still will never be enough hours in the day for any one person to keep up. So, once you've decided which platform(s) is right for your business, the next step is to decide on your goal. Typically, social media can help you achieve four goals:

• Increase brand awareness.
• Generate leads or increase conversions.
• Nurture engagement with followers or customers.
• Spy on the competition.

Let's take a deeper look at each of these incentives to be on social media.

Increasing brand awareness

As mentioned previously...