“We don’t have a choice on whether we do social media; the question is how well we do it.”

– Erik Qualman, social media expert and author of “Socialnomics”

By using social media effectively, appraisers and other small business owners can reach broad audiences and can engage directly with existing and potential clients. Here’s how:

1. Be Strategic

Before launching a social media platform, determine which channels are best to reach potential clients. LinkedIn could be best for some businesses, while Facebook or Twitter might be more beneficial for others. Appraisers should think strategically about the best ways to reach their audience. And don’t be shy about checking out the competition: see which channels others are using and what’s being posted.

2. Focus on Quality, Not Quantity

Social media profiles exist to share information. Appraisers should think about the value they bring to their audience and the experience, expertise and knowledge they can share via social media channels. It’s better to post quality content on one platform than to post sparingly on multiple platforms. With 665 million active users each day, Facebook can be a business’ social “home”, where users can link to other social media profiles and host photos, links and in-depth information about professional experience.

4. Content is Key

Business owners using social media also should look to other sources for easily shared, quality content. Sharing relevant news stories and content from subject matter experts can make any social media page more robust. Some experts recommend a 70-20-10 split for content: 70 percent original content, 20 percent shared content and 10 percent promotional content.

4. Use Social Media Tools for Efficiency

Creating and curating content for social media profiles doesn’t need to take an exorbitant amount of time. Facebook and Twitter allow users to schedule posts ahead of time. Online tools such as HootSuite let users combine their social media profiles on a single dashboard to plan content in advance. Users can create and schedule content for a full week by spending a short amount of time on their online dashboard.

Social media is a useful and increasingly important way for business owners to connect with their existing and potential clients. By creating a plan and using available resources, appraisers can leverage social media without taking away from their day-to-day work.