Your competition is already doing it- why aren't you? If your competitors are on social media, this would mean your potential web traffic is being directed and converted to their sites. Do not let your competitors read the benefits while you prevent yourself from being innovative.
This is your opportunity to build relationships- the Gen X of the world today is one of the highest categories of workers, and they are all on social media. You need to create relationships with them and to grow if you plan on staying in the business for long. The sooner you start, the better you will get at building your audiences so do not wait.
There's nothing to lose- social media is free to use unless you start on paying for adverts. But it takes minimal effort to learn and get involved in. The amount of time and money you invest into your social media accounts is relatively minimal compared to conventional marketing channels such as ads in the newspaper or magazine. You stand to gain a higher rate of conversion and publicity just by being active even on one social media account.
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