A professional service company’s social media should mirror ONline what they have going on OFFline. Great social media managers for this sector must be comfortable collaborating with those who matter most to your company’s bottom line, regardless of whether that’s at a live event or on Facebook. That means social media management is about business development, not advertising or marketing.

Social networks are events that go on 24 hours a day/ 7 days a week. The person or company you put in charge of managing your company’s social networks will be responsible for managing all the relationships that pay your invoices and refer you business. If the focus is on website traffic, promotion, and brand exposure, you are likely losing opportunities.

Social media is about making business friends. How do you make business friends? Send someone a new customer! They’ll love you forever, and maybe send a customer your way one day too.

Are you confident in your social media manager’s understanding of who your business needs to be mingling with? Does the agency who manages your company’s social media give you numbers and fancy graphs instead of leads? How does that help you bring in more profit? Definitely, something to ponder.