The effectiveness of your online presence hinges on a variety of factors: the budget you put toward advertising, the appearance of the page, and the quality of writing, to name a few. But even a page that seemingly has everything going for it can fail to acquire a large, active following if the content itself is lacking!

Imagine that you’re looking for a new restaurant to visit for dinner tonight. You’ve heard of a great place just ten minutes away that has a fantastic menu selection and a classy atmosphere. To get a better feel for how you’ll enjoy this eatery, you peruse their Facebook page hoping to view pictures of the establishment and the tasty dishes that they offer; yet as you scroll through the posts, you find that recent photos are few and far between and there’s no mention of weekly specials or events. Frustrated at the lack of information and personality on this restaurant’s page, you decide to just go to Wendy’s.

As a social media specialist, I’ve had a number of clients with a “Get it and forget it” mentality toward their social media platforms. It’s completely understandable—they’re busy trying to manage their place of business and don’t have the time or know-how to dabble in Facebook or Twitter. After all, isn’t that what they hired us to do?

Collaborating with your account manager can be as simple as a monthly phone call or e-mail—or even an in-person meeting if your schedule permits. You’re encouraged to take this opportunity to:

You may not understand the ins and outs of social media, and you don’t have to—that’s our job. The fact is, however, you know your business better than anyone else. Some involvement on your part is crucial in order to make your online presence as informative and engaging as possible. Whether it’s a five-minute phone conversation detailing the latest company sale event or a quick email with a picture of the newest item on the menu, your followers will appreciate being in-the-know. Not to mention a quality picture of a freshly baked pie hot out of the oven will grab an audience’s attention better than a generic stock photo ever could.

The beauty of social media is its ability to present your business in the best light possible to potential customers. Be memorable, make it personal, and keep it current—all it takes is a little communication.

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