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Lisa Elkan, Owner/Founder of Lisa PR

Lisa Elkan, Owner and Founder of Lisa PR, took some time out to share with The Industry Leaders the best tactics to grow your business with social media.

Can you give our readers some background on the main social platforms you use to grow your business?

What is the first thing potential clients and referral sources do when they receive a business card or word-of-mouth referral? They Google you. Thus, your website and LinkedIn page are important tools for branding you and your business. I am a huge proponent of Linkedin for professionals.

Can you share a memorable example of how you leveraged social media to achieve significant business growth or a specific marketing objective?

Recommendations are vital for growing your business. They sell you so that you don't have to. If you are comfortable with the idea, ask satisfied clients, former employers, peers, etc., for recommendations of you and your work. I've personally received cold calls (or cold emails) from people that have read my recommendations on social media, knew someone I've worked with, and then wanted to retain me.

What strategies or tactics have you found successful in building and engaging your social media audience?

Utilizing imagery is important for building and engaging your social media audience. It's important to always have a professional and attractive graphic, photo, video, or PDF to accompany your post. People will be more inclined to read your post if their interest is already peaked by your accompanying graphic.

Are there any quick fixes that anyone can make to instantly improve their personal or business social profile?

1. These days, less is more, and attention spans are short. Include an excellent and concise summary about yourself and your practice with everything a potential client needs to know about you (without having to read your entire profile). This should be written in the first person.

2a. Statistics show that people respond well to photos. Upload an up-to-date professional photo. Don’t use a photo that is 20 years old, a model shot with hair blowing in the wind, something blurry or anything that doesn’t present you in the best possible light. If you can get a professional headshot taken, even better.

2b. In addition, I recommend adding a background image or cover photo to your profile. Take advantage of this feature by adding a firm photo, photo from a speaking engagement, or something else relevant and eye catching.

Is there any one tactic you'd recommend to people who want to grow their business using social media?

It's important to have connections on social media so that people will see your posts. After you attend an event, add your connections. Reach out to people you'd like to connect with. Ask others for introductions on social media. You want to show up in your connections’ news feeds so that they keep you top of mind. I recommend posting often but not over-posting.

Are there any accounts you follow to find inspiration for your own content?

I follow various accounts for inspiration, such as LA Times, LABJ, Daily Journal, Forbes, Essence, etc.

Can you share any insights on creating compelling and shareable content on social media that resonates with your target audience?

Your social media content should be about your professional accomplishments, victories, upcoming events, speaking engagements, and/or articles relevant to your practice area. Your posts should be interesting, eye-catching, and/or provide value to your reader. Always share a graphic with your post.

How do you measure the effectiveness of your social media efforts and how often do you do this?

I think time is one of the best ways tell if your social media efforts are paying off. Calendar to review your effectiveness every so many months. Ask yourself, "What can I do differently?" and "What can I improve upon?"

Finally, looking ahead, what emerging trends or changes do you foresee in the social media landscape, and how do you plan to adapt your social strategy to meet them?

There is always going to be a new emerging social media platform. However, I think it's important to maintain focus and really master a few platforms rather than try to do a little on every one. Alternatively, if you have the means, you can hire someone to post on all of the platforms. Whatever you do, you want to do it well!

Where should people follow you to find out more about your work?


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