4 reasons to use social networking

Here are four compelling reasons why you should put social networking to work for you.

1. Social networking is a free way to gain exposure.

Having a presence online is more important than ever, whether you're thinking of your next career move or new ways to market your business. In fact, Millennials might argue that if you're not online, you simply don't exist.

You might think social networking is a waste of time or even an inconvenience to your already busy job. The fact is, many of your customers and peers are online: The fastest growing demographic for Facebook is those 35 years and older, while Twitter ranks 45- to 54-year-olds as its top age category. Whereas the younger generation once dominated the Internet, now the customers you want to reach - old and young - are at your virtual fingertips.

2. Your customers are looking for your business online. Make sure they find it.

When it comes to choosing a new provider, the Internet is the first place many patients look. If you "Google" your business name, do you know what shows up? How about your organization's listing on online locator services like Google Maps or MapQuest?

The first step is to see what's online about you or your business. The second step is to correct it if necessary (e.g., updating your phone number on your Google Map listing). The last step is to enlarge your presence. Starting a Facebook page or Twitter account for your group will give you more opportunities to appear in online searches for your business name – and let you connect with customers in ways you can't with your Web site.

Don't let others dominate online conversation about your business. Talk back!

3. Communication is instant and fast.

Sending a brochure about your new location, new product or service, is not fast, or free. Telling your customers via your business Facebook page is. There are no significant barriers to entry like there used to be online, so publishing your brand's presence is literally a click away. While you won't reach everyone at your business through just one platform, the more places you make available for information, the more likely that it'll end up in the hands of the customer.

4. Social networking can help advance your career.

Potential (and even current) employers Google you to get a snapshot of your personality and credentials. Give them a good impression with a free, professional profile on LinkedIn. Because this network is solely for work-related activity, it's taken more seriously by employers than Facebook. It's perfect for electronically putting your foot in the door before you even send out a resume. And you may even find yourself being recruited without having to send a thing.

Do you use social networking in your job or to build your professional portfolio?