Tapping into social media

It’s taken awhile, but Connecticut companies are starting to tap into social media websites to connect directly with customers — and their wallets — while leveraging online networking tools to market events, fill jobs and generate sales.

“Businesses are starting to really understand the benefits of social media and how to use it as a sales tool,” said Jeffrey Cohen, vice president of ImageWorks LLC, a web design, hosting and e-commerce firm in Vernon. “It’s a great way to connect with customers, market products and promote specials.”

Facebook pages, Twitter accounts, YouTube videos and LinkedIn networks allow customers, clients and even job candidates to start an online conversation with companies, explains Cohen, who will talk about using social media to generate prospects and increase sales at the Social Media Summit this month. His firm works with businesses to leverage social networks and websites to build brands and increase sales.

“Step one is to figuring out your business model and knowing how your social media presence fits in all that,” said Cohen. “The communication has to have a purpose, whether it’s to add clients, create more awareness about the business, build a strong brand or hire new people.”

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