Bang for your buck...

Think about your advertising budget. Where do those dollars go? Are you spending or considering a spend on a small, monthly newspaper ad? Maybe you've considered spending some cash on a television commercial. If you're already doing the research, you're probably discovering a common denominator in each of these equations - cost. High cost. High cost and high risk. 

Social media has offered many small business owners and start-ups an opportunity to network, build visibility for their brand, and connect on a more personal level without breaking the bank or putting thousands of ad dollars down on a risky gamble. Do you read the newspaper? How often do you really sit and scour those smaller ads and consider using those businesses' services? Now think about how many times you've had a friend recommend a business to you on Facebook or Twitter. Social networking is advertising made affordable and personal. 

Get seen. Get noticed. Build trust.

I mention visibility often in my meetings with clients. What does visibility mean? Think of it as your business, standing out with the use of a beacon. Social media can serve as a powerful beacon to guide customers, potential customers, and anyone interested in connecting with your brand, directly to YOU. You gain an audience, and that audience gains trust in your brand by connecting with you. 

Trust building with your audience is extremely rewarding and beneficial for two reasons: First, you develop lasting business relationships with customers who will trust your brand when they need your product or service. They can communicate with you on an open, transparent forum, get feedback, give feedback and feel appreciated by your brand. A fun side effect of this positive brand association is social promotion - fans of your product will recommend your product to friends, or essentially offer you free advertising by giving your brand "mentions" on social platforms.