Your social media accounts represent your brand in a very personal way to your key target markets. Using these accounts to promote a variety of content not only will keep the interest of your followers but can help you drive inbound traffic. One way to do this is to use social media to promote your other owned media. Blogs, articles, whitepapers and other website content can be promoted with a link out to the desired page of visit. Also, try sharing your earned media through your social pages. It’s great for your target market to see that your brand is contributing to the overall conversation of your industry. Any media stories or features should be linked to your website, driving additional inbound traffic. Even if it’s an interview with your CEO in an industry-specific source. Social media also gives brands the opportunity to engage directly with their target market… their followers! Followers can like and share content, giving a boost to the brand’s reach. Additionally, as followers comment on posts, the brand has the ability to reply back. Smart brands don’t squander this direct line of communication, instead capturing the chance to thank followers for their interest, answer questions, show the brand personality, offer suggestions with links to helpful products or information or to professionally address concerns.