A successful social media strategy cannot exist in a vacuum that is separate from your other business strategies. In particular, a successful strategy requires you to have built an effective and customer-focused website. If your website is clumsy and overwhelming then you will be losing out on the real business opportunities presented through social media.
The objective of your social media strategy is to build relationships within the social media sites themselves, while at the same time motivating potential customers to visit your website. Getting people to visit your site is only the first step. Once these prospective clients arrive at your doorstep you need to be able to engage them and motivate them to take action – whether that means buying a product online or scheduling a one-on-one meeting with you. If your website doesn’t clearly and efficiently communicate how you can help a prospective client then he or she simply won’t hang around long enough on your site to connect with you.
