The Importance of Corporate Buy-in on Social Media


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It is one thing for the people you work with to think that social media is a nice activity that you indulge in on your own time and quite another for them to understand what an effective tool it is.

If you are encountering resistance on the part of your business associates (or executives, perhaps), it is very important for you to help them to understand how important it is to be involved with social media for business and for the social media activities to be managed by an expert in that area. It is important to know that you are not alone when it comes to being met with resistance. On the other hand, making the effort to get the point across will be well worth it.

One thing that is for certain is that social media for business is here to stay. In most cases, the use of social media is no longer regarded as something fun to play with. It is no longer just about what you had for breakfast and where you are going on Saturday evening. It is an accepted and extremely effective tool that helps business owners to bring their businesses to the next level of success. Your first order of business is to get buy-in from the people with whom you work. They not only need to understand the importance and effectiveness of social media for business but they also need to understand how important it is to have the appropriate balance of traditional business dealings and social media activities. Each one is important in its own way.

Social media is there to be leveraged

It is important to drive the point home that social media for business is not a fly-by-night tool that does not need to be taken seriously. It has been proven over and over that it has a huge impact on business success. It is critical that businesses approach their social media strategies proactively rather than reactively when it comes getting the most out of using the available online tools to gain additional success. There should be no obstacles (or barriers) in the way when it comes to incorporating social media into the overall business strategy. Business people need to not only understand the value that social media can have for the business but should also jump on the social media bandwagon for sake of their business.

Positive support

It is extremely important, when it comes to social media buy-in, to have positive reinforcement for the entire social media marketing strategy. Businesses should encourage their staff to develop expertise in the social media realm and they should be rewarded for making a positive contribution to the business. Business people need to truly understand that they will be hurting their business if they fail to see the value that social media will have for their business’s long-term success.

Social media as an important business building block

A business’s social media activities serve as part of the solid foundation that holds the business in place. The business owner should regard social media as a communication platform that is powerful and effective and the business owner should be 100% committed to taking that social media foundation and establishing it as one of the main pillars that holds up the business.


Social media is critical to the success of your business. However, it will be a powerful and effective tool only if everyone involved is on the same page and there is a respect for its value and its contribution to the business overall.

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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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