If you are looking to build up your brand then you need to have a presence on some if not all of the social media sites. Not doing so will leave you out of the loop and often lead to you missing out on sales to companies that do advertise or connect with their customers in this way.

May business owners worry about the risks involved in social media and the effect one bad tweet or Facebook post could have on the whole company.

Firstly, as the owner, you need to ensure that the person responsible for managing the social media accounts understands what you want to use the sites for. This responsibility should not be taken lightly and every post should be written with care and careful consideration.  It may be that you actively want to use social media to take bookings or make sales/ appointments, or possibly that you just want to use it for showcasing previous works and informing people of upcoming events such as sales etc.

Treat social media strategically, as you would any other aspect of your brand.

If used correctly, social media can take your brand to the next level with little or no monetary cost. You can very quickly spread information or news to millions of people at the touch of a button and allow your customers to contact you with ease.