Making Your Social Media Efforts Work


When you first started to use social media for your business, you weren’t sure how long it would take to achieve results. Some time has passed and you need to really make it work.

Great expectations

It is very important that you understand that when you first start to work with social media, you will not see results instantaneously. In fact, it generally takes from 3 to 6 months before you start seeing results. You should always bear in mind that the time and effort that you are putting into the social media activity is an extremely worthwhile investment. You will begin to see the fruits of your hard work and the next thing that will happen after that is that you will see a momentum occurring. It is important, however, not too expect too much too soon. An excellent way to gain a realistic perspective is to speak with other people who have already experienced that part of the process with their own businesses. It is very important that you understand that the time that it takes to see results has nothing to do with your not doing things correctly. It is just what is. All people experience the same thing to some degree.

With that said, there are some things that you can do, which may give your social media efforts the kick off that they need.

Follow the trail

As you are working with your social media online business activities, you need to remember that you are not totally in it by yourself. Social media cannot success without other people. Relationships are at the heart of its success. People need to interact with each other and the relationships that are formed as a result will carry them through indefinitely. One of the most important things that you need to pay attention to is the interactions (or conversations) among people with whom you are connected. You will definitely want to participate in stimulating and valuable discussions. In fact, those discussions serve as the basis for eventually being successful at selling your offerings. It is critical that you pay attention to what is being posted on blogs (not just yours) and other online avenues. If people include back links in their posts, click on them and see where they lead you. You never know what enticing information is waiting for you at the other end of the link.

Use discretion

It is important that you pay more attention to quality than quantity when it comes to your online connections. You should surround yourself and your business with top-quality, interesting, appropriate professionals with whom you are able to share a mutually beneficial relationship. If you have some online connections that start out well and those are people whom you feel are valuable, keep them and interact with them on a regular and consistent basis. If, on the other hand, those connections eventually become people with whom you no longer share valuable qualities, there is no shame in disconnecting with them and pursuing new people.

The art of listening

Listening is an extremely important skill to have. When it comes to social media and web presence, on many occasions, it is far more important to listen to what other people are saying and writing than to contribute your own content and opinions. You should pay close attention to the discussions that are taking place and jump in and get as involved as you possibly can. You will be astonished at how much you can learn from other people.

Keeping your momentum going

Now that contributing and listening (and the merits of both) have been discussed, you need to make sure that you strike a balance between the two. The relationships that you form with your online connections should be pure in nature. In other words, you should be relating to other people without any thought of getting anything in return. Your only objective (at least your immediate objective) should be to solve the other person’s issues. You can do that in many different ways, including sharing a helpful blog article that someone else has written, having a discussion, etc. The more you give to others, the more they will trust you and want to interact with you.

One-stop shopping

When working online (just as it is with anything else), you try something and if it doesn’t work well for you, you abandon it for something that does work well. Nothing is carved in stone. You need to make sure that you find what works best for your business and focus on that. There are so many incredible tools on the Internet. You need to take advantage of as many as you can so that your business continues to grow more and more successful.

The reason that you are in it in the first place

At some point, you need to recall why you are using social media and if those original reasons are still valid. There is a strong possibility that the reasons that initially caused you to get involved with social media are not the same reasons that are causing you to continue working with it now. One thing that is for certain is that you should continue to be involved with social media. You really can’t afford to for your business’s sake.

Keeping at it persistently

Your persistent, consistent, hard work will absolutely pay off (if it hasn’t already). As you continue on your professional journey to success, you will adjust your efforts along the way. As you make choices for your business, you will see that some of them are good and some of them are not so good. Remember to forge ahead and continue to monitor your social media efforts diligently.


Social media is critical to the success of your business and the way in which you make those efforts is just as critical. You need to constantly be cognizant of what and how you are doing and you need to make sure that the effort that you are putting into your social media campaign is really working for you and your business. You should regard social media as an important element of your business. It will enable you to reach many more people and it will also allow you to get your message out and touch people in a more profound way than ever before. You should regard social media as the glue that binds all of your business efforts together.

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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.

Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.

Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.

Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.


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