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.
Your social media and website presence should be integrated with one another in order to continuously drive traffic to your website. The next step would then be to measure your efforts so you can improve. Here is a helpful guide. Google Analytics provides you with data to see where your website visitors come from and understand how they maneuver through your site.
