How to claim your brand on the social web

Facebook, Twitter and other social sites nevertheless play an integral role in the marketplace, connecting businesses with clients, partners and industries at large. We show you how to quickly establish your social presence and get more out of any social media efforts you may already be making.

Whether you're starting a new company or just looking to expand your existing brand, you need a presence on the social web, Facebook, Twitter and other social sites but play an integral role in the marketplace, connecting businesses with clients, partners, and industries at large.

It's hard to imagine starting a new company today without beginning with a web presence, so let's assume you've already registered a domain name for your company and that you already have for the moment a basic site for your business. From this foundation, it's relatively easy to build a virtuous circle of social interaction that taps into the massive audiences of Twitter, Facebook, YouTube and other sites.

It doesn't actually matter whether you're a plumber, a building contractor, a restaurateur, or a marketing consultant. No matter what business you're in, you almost undoubtedly have some expertise that people can benefit from. The key to success on the social Web is to offer that expertise after a fashion that provides real value to your potential followers.

Don't just think 'I need to tell people about my company so they'll come give me their money'. It won't work. Instead, consider what skills and knowledge you want people to associate with your brand, and offer a taste in the form of helpful posts that are easy to find. Value begets a following. An endless stream of shameless plugs for your business likely won't.