One of the main benefits of the internet is the ability to make connections and build digital bridges between individuals, communities and companies with an ease and on a scale that has never been possible before. If you are a medium or big company, with a large or growing number of followers, social media is probably your best opportunity and medium to keep in touch with such a large number of people.

Think of social media as the space where anyone who is interested in what you have to say can tune on to. Just like it were your own global radio station. Except that it also comes with likes, images and videos, targeted ads, private messaging, analytics data and algorithms.

The global village is here, and you need to find out where your clients gather: is it Facebook, YouTube, Instagram, Twitter, LinkedIn or some other hut? Apply what you already know about them and their interests (it’s safe to assume they’re interested in your brand since they’re following you, right?), develop your voice and create content that engages with your audience.

We also urge you to take advantage of the bidirectional nature of the medium and learn about your followers by asking them to share their thoughts, opinions, and questions and taking the time to give a personalized response.

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