The days where businesses use social media purely for marketing are long gone said leading social media gurus.

The faster companies adopt the mentality that social media can also be used for things like interacting with customers and responding to their feedback the quicker their success will grow.

This is key to harnessing the power of social media said entrepreneurs Nathalie Nahai, online media specialist and author of the bestselling book ‘The Web Psychologist’, Stuart Beattie, Manager of product strategies at computer security software corporation Symantec, and Lauren Fisher, co-founder of media agency Simply Zesty.

They shared this information with staff and students at a forum held at Imperial College Business School.

Rosemary Peters caught up with the speakers after the forum to gather tips and tricks on how businesses can better use social media. Their collective thoughts are also distilled as useful tips.

The forum was the final lecture of the School’s Best Practice series, which is an annual discussion aimed at innovative and ambitious early-stage entrepreneurs as well as academics and scientists who are thinking about commercialising their research discoveries.

Social entrepreneurs give their tips on how businesses can use social media to grow their companies.

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Useful social media tips for businesses

Broadcast

Use your social media platforms to pitch product launches, give special offers, inform followers of sales and manage your business’ image.

Listen

Your company isn’t the only one broadcasting information. Listen to what your followers are saying about your company.

Interact

Once you hear what customers are saying, respond. Also, use your social media clout to hire employees, do market research and provide opportunities for online collaboration.

Likes and follows aren't everything

The number of people who share your tweets doesn’t necessarily equate to a successful social media platform. Define what success means for your company and create an action plan to meet those goals.

Be intentional

Instagram serves a different purpose than LinkedIn. Each social media site offers its own benefits, so choose them wisely and use them accordingly.

Provide customer service

When customers complain about an aspect of your business, don’t just ignore it. Respond to the individual using social media and turn an angry customer into a satisfied one.

Create advocates

Find the circle of people who are loyal to your brand and reward their loyalty. Conversely, find the people who are upset about your brand and use your platform to address their issues.

Know your audience

Use public data to get to know your followers and to entice more like-minded people to join in conversation with your company.

Integrate your departments

The left hand needs to know what the right hand is doing and this can only happen when different departments in a company come together and share social media responsibilities.

Start slow

Businesses, especially small ones, should take on social media platforms one at a time. Decide what platforms are most important to expanding the success of your company and create a following on those select few before branching out.