The question isn't, should your business be on social media? Every brand worth knowing about, including your competitors, are taking advantage of the digital reality we live in. The question is, how do you use it to benefit your brand and inspire lead generation? What platforms are suited best to your market? How many times a day should you post? What should you say?

There's a lot to manage when it comes to social media, and consistent, ongoing interaction is key to keeping your brand foremost in your followers' minds. We'll find out what social channels you should create, and use them to help direct attention back to the products and services on your website.

Fact: you won’t see direct ROI on your social media. But that’s not the metric that matters when it comes social platforms. Here are some social media numbers that DO matter:

• Social media marketing has reduced marketing costs for businesses by 45%
• 81% of businesses shop online before deciding to contact, to buy, or to visit a store
• Consumer satisfaction increased with the help of social media for 50% of businesses
• It takes an average of 6 to 8 impressions, or touches, with your brand before someone engages

The average consumer, due to the overwhelming amount of online advertising, has become distrustful of overt advertising efforts. Enabling them to find you in an organic search (which is happening all day, every day) is an important way to inspire trust. This benefit of inbound marketing doesn’t have big payoff in the short term, but compounds over time as your reputation grows.