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Jeff Layton: So how important is social media to my business? Lorrie Thomas Ross: Social media is going to vary from organization to organization. I would encourage any business owner, large and small, to be prepared that it's going to be part of your business whether you are participating in it or not. Think of organizations that have online reviews on Yelp. You don't necessarily create your own account. You might have people reviewing you, and you can be aware of it and be part of the game or you can hide under a rock. But social media is not going away, and social media is everything from blogs, Facebook, Twitter, YouTube, Pinterest, Google+, online reviews, and a lot more.
So when we're looking at social media, an organization needs to think about what is going to make most sense to their business. And if you're in the financial world and you have to run all your content through compliance, you know it may not make sense to be doing a bunch of blog content because--or may be it does because you can run it through compliance and once the approve, then you can post it on your blog and its approved, and maybe you can do little Tweets or things like that. But on the flip side, let's say you don't like writing.
Well, maybe the blog isn't going to be the best fit, or you need to think about who is going to manage that. But I would encourage every organization to have a social media presence. Social media is a way to humanize your business. It's a way to have creative conversations and really create meaningful connections. It's a way to bring your customers together and build community, and it's also a great way to multitask and invest your time on social media and reap the benefits of search engine optimization. Social media and search engine optimization often go hand in hand, and you can Google a business and you'll see their website, their Twitter account, their YouTube channels, you'll see blended search engine results, and it just creates more options and more potential ways to reach people.
And it also gives your audience choices. Let's say they like videos, great; you have a YouTube channel. Let's say we love Twitter, great; you might be answering customer service questions that way. So it's a matter of just thinking, and it's not only thinking of what you can manage, but also, you know based on your business model, what's going to make the most sense.
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