Social media (e.g., Twitter, Facebook, LinkedIn) has escalated to under heard of heights within a matter of years. It is a force to be reckoned with and something that corporations and non-profits can’t ignore. Why has social media been adopted by so many? Social media allows people to connect on an individual level without physical boundaries.

Often times organizations misuse social media and instead of connecting with their fans they just blare their propaganda; posting press releases about new hires, partnerships and awards.

Interact with your audience! The next time you’re reading an interesting article online that may be related to your clients’ businesses, tweet it! You might be surprised by the responses. Give free advice on client topics and invite others to share their tips. Show the lighter side of your corporation by showcasing photos from a company event.

The web is all about transparency. Often times I find companies unwilling to acknowledge their flaws. After receiving criticism, deal with your constituents in a fashion that is helpful and insightful. Furthermore, your audience might offer insightful ways to improve. Conversation is key.