Q: I’ve been using Facebook, Twitter and LinkedIn for the promotion of my business for the last year. I’ve not made any sales as the result of social media. What am I doing wrong? A: The primary function of social media is the development of relationships. Social media marketing requires consistent and regular interaction that provides value to your connections. Some points for you to ponder in reviewing your current social media strategy: 1. Are you developing relationships, or do most of your social media posts revolve around advertising your business? Social media offers the opportunity to truly become acquainted with your target market. Post polls, surveys and open-ended discussion topics that encourage interaction with your connections. 2. Do your posts provide value to your connections? Social media is an excellent opportunity to set yourself apart from your competitors by establishing yourself as an expert in your field, and providing information that’s useful to your connections. Become an expert in an untapped niche. Post articles, photos, videos and links that are meaningful to the target market of your business. 3. How often are you posting? There are many viewpoints regarding the appropriate number of social media posts a business should publish on a daily basis. I believe that posts of value, spread throughout the day, keep businesses at the forefront of reader’s minds. Twitter’s microblogging format allows for a greater number of posts throughout a 24-hour period. The Facebook news feed, however, is more personalized, as it’s only available to your connections. The use of an automated post application will ensure that your posts are evenly spaced throughout each day. Check out online applications HootSuite, TweetDeck or SocialOomph. 4. Do you utilize an editorial calendar and social media marketing plan? Planning and organizing topics for your social media posts will be a time-saver and keep your posts focused on those areas of information important to your target market. 5. Ultimately you do have to implement sales closing techniques. You have to ask for the sale. Once a day on Facebook, perhaps 2-3 times per day on Twitter, include a post that focuses on exactly what goods or services your business provides. Let prospects know how to get in touch with you. Include a “Call now.” or “Schedule your appointment today!” line. Social media can be an excellent marketing tool for every business. But it’s not a be all-end all; it’s a tool. Social media should be utilized in conjunction with other forms of marketing as part of your overall marketing strategy.