It happens even to the best of us from time to time - something thoughtless, inappropriate, or downright dumb gets said on a social network, people react, and next thing you know you've got a big scandal on your hands. In the context of a small or medium-sized business, even a minor uproar on a social network can spell big problems for you in terms of unhappy customers and a dip in sales. Just like in every other aspect of business, mistakes will be made from time to time on social media. Even if you're extremely diligent with your social media policy, there's not really anything you can do about the fact that people are human, and sometimes they say damaging or offensive things.
Okay, so you've got a Facebook page for your business, you've started a Twitter account, and you're all hooked up on YouTube. Now what? How is all this social networking going to help you get what you ultimately need - sales leads? While having a social media presence is essential for modern businesses, creating accounts is only the beginning of what you need to do. Your social media visitors need to get a sense of your brand, of what kind of company they're dealing with, and of how your product or service can enrich their lives.