TWEET SUCCESS It's all about social media when it comes to promoting your business. James Caan shares his advice on making it work S ocial media marketing is a must for any small business. Not only does it allow you to reach a global audience and communicate with your customers on a more friendly and approachable level, it's also free most of the time. However, take care: social media also allows any mistakes on your part, or negative customer experience, to be publicised widely at incredible speed. All about you Entrepreneurs now have many social media channels available to market and advertise their businesses. Demonstrating personality behind a brand is a great way to gain followers and create a brand with validity. Start-ups need to think carefully about who will be the face, name and personality of their brand. As an entrepreneur, that is likely to be you. Your business is built on your personality - it's how you win business and make connections. Blogging on behalf of a small business can make a real difference 186