Social-Media-Misrepresenting-BusinessThe growth of social media over the past five years is nothing short of a consociational shift; one that was inevitable, thanks largely to the influence the internet possesses, but largely because of its ability to connect the bridge between cultures.

If you use the internet, you probably spend some time using some sort of social media website. The forum has changed the way we receive news, and has created a whole new set of expectations for immediacy. But more importantly, it has become a virtual marketplace, where businesses can can interact--or attempt to--with former and potential clients. Many companies have a social media strategy, and a growing number of them employ Generation Y-ers to manage their business’s virtual presence.

Know the signs

Considering how social media is used by the average person, it’s becoming abundantly clear that the use of it by businesses has been wrong all along. While some companies are able to get away with a strategy by being outwardly friendly, and by minimizing the sales pitches their followers get, it’s obvious now that there is no one correct social media strategy for a business.


When your company is settling on a social media strategy, there are a number of things to consider. What does your business sell? Is it a product, or is it a service? A company that sells coffin handles can use Facebook to give a tongue-in-cheek caricature of their business, at the risk of losing the somber nature of actually being in the coffin business. That would be misrepresentative of the company’s purpose.

Following through

Another aspect of a social media campaign to consider is the purpose. What do you want social media to do for you? Many settle for merely establishing a social media page and updated it infrequently--the bare minimum effort. Companies have had success by conceiving a clear goal, and sticking to it. Do you want social media to act as a static sales pitch, updated to reflect new services or products? Do you want to use social media as a way to talk about awards or accolades it has received? Some businesses use social media as a way to interact with a base, and to let their friendly, interactive presence on the internet reflect who they are.

Achieve endless potential

The perils of misusing a social media profile can be great, or it could be inconsequential. Because establishment and upkeep is essentially free, businesses should use social media sites as a free marketing tool. You don’t need 4,000 followers to have a conversation with a potential client, or to post a link to a story written by a local newspaper about the president of your company. 

Because social media is - by definition - interactive, there are an endless amount of possible utilizations for its strengths. The potential for an open, stress-free line of communication for a business and potential customers once sounded like a pipe dream, but it’s a reality now.

The potential for social media is boundless, but the company’s use of the tool is defined by what they want it to be. Don’t let a social media profile define who you are; the profile should be shaped by the strengths of the company.

Today’s blogger is Shane Russo, a passionate writer, who believes in the power of technology and social media marketing for a business potential growth. He hopes this readers were able to take something useful from this article. If you’d like to read more of his work, you can do so at