The 2010 Pew Internet & American Life study found that 58 percent of all consumers with access to the Internet research a company’s product or service online before giving them their patronage. Most of those consumers are not going directly to a company’s primary website, but are rather visiting third party sites like Facebook and Yelp to seek relevant information and reviews about businesses.

In an age where “you are who search engines say you are,” being actively involved across social channels is more important than ever as it gives businesses an opportunity to effectively write their own reputation. A positive Yelp review can do wonders for a business, but on the other hand, a negative one can cause a tremendous amount of damage.

Properly controlling your business’ online presence is not an easy task. This is not something that can be achieved by your part-time intern or you nephew who is in college studying marketing. With so much content inundating the web on a daily basis, strategically managing your business’ online presence takes full time commitment. Based on the potential results effective social media marketing can have on your business’ bottom line, managing your online presence is a matter not to be taken lightly.