Positive Strategies for using Social Media to Leverage Your Business

English: Infographic on how Social Media are b...

English: Infographic on how Social Media are being used, and how everything is changed by them. (Photo credit: Wikipedia)

Is the number of “likes” you see on a company’s Facebook page sincere or purchased? According to a report by Garner Research, up to 15 percent of all social media reviews in 2014 will be fake. With a few dollars, you can purchase as many as 500 Facebook likes and just as many Twitter followers.

However, the social media accounts that are on board with this practice may not be ones you want associated with your brand. With the integration of social media in website marketing, businesses can easily lose focus on what matters. The number of likes or followers you get doesn’t necessarily translate to increased traffic, leads or sales.

Social Media Strategy

Social media and its various networks make it simple for businesses to get caught up in trying to be popular. What companies need to remember, however, is that website marketing needs as much planning and research as traditional marketing. This planning and research includes defining and knowing the target market; effectively solving a problem for this audience; understanding the lifestyle and purchasing habits of the target audience; and understanding about the competition. Without a concise marketing plan, social media strategies may be heavy on promises but often lack clarity in regards to the problem your company is solving for others.

When developing a website marketing plan that includes social media, you can make more effective connections with the following practices:

Communication. Genuine, quality followers want to know about your brand and how it can help them. By using the right social media channel, you can communicate with your target in the manner they prefer – with short bursts of information or in a responsive, public dialogue.

Lead nurturing. Posting pictures of cute cats or clever observations won’t convince your target customers – those who are most likely to spend money – to trust your brand. To increase conversion rates, make sure the content you post is valuable to your target, addresses solutions to their needs and nurtures them through the buying process.

Lead generation. Social media is a tool you can use to meet new prospects. By having meaningful conversations with prospective customers, you can generate new leads. For example, a wedding photographer may join a social media group for brides and post helpful tips.

Build a community. A social networking community should be like an email list that receives your company newsletter – the followers are interested in your brand and want to learn more. When those who “like” or “follow” your brand are genuinely interested, your communications and promotions will be more effective.

Leverage keywords. Search engine results often lead to a company’s social media page. By using appropriate keywords and creating content that produces inbound links, quality leads will come your way.

Monitor conversations. When you create a professional social media account but ignore the chatter on it, you can miss out on valuable feedback. By monitoring and being responsive to communications posted on your page, you can enhance your customer engagement and support services.

Follow other conversations. Your target customers have a set pattern in regards to how they use social media to learn and communicate. By studying the actions of these consumers on social media networks, you can learn more about their behaviors so your content stays relevant.

Fight the temptation to be a social marketing “cool kid.” By devising a website marketing plan that’s goal-oriented and has a clear tactical path, your efforts will bring you quality leads and the highest return on your marketing investment.

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Cameron Madill

Cameron Madill is the president and co-founder of Synotac, a Portland, Ore., website design and marketing agency. He has a B.A. in history and a B.S. in physics from Stanford University. Throughout his career, he has completing exceptional projects, including launching and running the Portland Accelerator program, a local incubator for growth-oriented businesses; running the business education curriculum for a U.S. State Department international leadership program; and serving as one of 20 delegates to the 2011 G20 Young Entrepreneur Summit in Nice, France. Cameron has a relentless drive to learn and brings this passion to studying business models, marketing strategies and digital techniques.

Contact info: [email protected]

Latest posts by Cameron Madill (see all)


  1. This is a great post, any SEO expert knows that its not the quantity of followers/likes its the quality. Paying for followers or fans is a waste of time and money in my opinion. Thanks for the good info.

  2. Great overview. Always worth mentioning coupons/vouchers/offers as well, always comes up as one of the main things people like about following any kind of business especially on Facebook.

  3. Thanks for the tips – social media is crucial to small businesses – but it shouldn’t be a one sided conversation either. Look forward to more posts. 

  4. johnsmith12345 says:

    Hi ! Cameron Madill, nice article and i am agree with your article that anybody can success in his business by using social media sites.

  5. I find that post Panda, Penguin by far the safest backlinking strategy is to build natural links through the use of quality content. A great use of Twitter is for new sites as it gets the bots crawling and indexing sites quickly. Never spam or use unnatural links, you will definitely get penalised by Google.

  6. Marketing is all about perception. If I see soemone who has 20,000 followers I am always sceptical. If they have great tweets then I follow. If not, I presume they bought their followers. Some people are impressed by lots of followers so mainstream marketing it can be useful for your company image

  7. Social media is a good idea or rather tool in marketing your business and increasing its traffic.

  8. DecalsSigns says:

    Social media is what everybody’s been stressing out these recent times. It’s like a part of the sea where various kinds of fishes gather together. This is why most marketers want to shift their attention to the different social network sites to fish probable clients. Marketing gets interesting and fun with social media since you get to interact with all sorts of people at the same time.

  9. Using social media for SEO, like all SEO campaigns, needs an element of planning in order to achieve the desired results. Approach all SEO like a project and apply some tried and tested project management techniques. Your chances of success will increase incredibly.

  10. Eric Fajardo says:

    Agree that the number of likes/followers doesn’t translate to more sales/leads. It’s all about engagement in social media if you want good leads ready for good conversations.

  11. Hi Cameron Madill, thanks for the post. Nice strategies for using Social Media. For increasing the Conversion Rate, its very important to use Social Media Services properly. Agree with you that content you write must be quality, informative, very helpful for the people, and it address solutions to their needs. By this the target people feel that you are real.

  12. Article well written and organised making the reading easy for visitors will be sure to check out other posts. About this one though, i have noticed some of these “bought” likes and followers and frankly the profile pictures make one wander if the site owner really cared to look into the bought links. its very dangerous to buy this seemingly easy service.