Should your company use social media? Should you personally use social media? We have been wrestling with these questions for years.

As a small business, one of our biggest challenges is connecting with potential clients outside our network. We attend events, ask for referrals, and share advice through our email list. We also produce content on our podcast, our blog, and by writing books. Those efforts produce quality relationships that we greatly value. But they can be difficult to scale, to grab the attention of people outside our network.

That’s where social media is alluring.