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The social media landscape is rather like the old Wild West gold-mining towns. There’s definitely gold out there but if you don’t put a stake in the ground to claim your territory then someone else will get there first and your brand is gone.

Once you have your brand make sure you start buying the websites, Twitter name, Tumblr accounts and blogs with the right name or names for your business and any products or topics you want to stake a claim to.

But even if you’re not sure whether you are going to use a particular social media channel immediately, it is worth grabbing your place, especially with a new channel launch. The social media and digital worlds are so fast moving that a small channel may have hundreds of millions of users next year. If you’ve already got your brand name set up you won’t need to worry about someone else taking it. Choose a consistent name across the channels, or if you have more than one brand, think through which channels are suitable for which brands.

Make sure you get your accounts ‘verified’ or authenticated where appropriate so that people know the accounts are real. You will notice on Twitter, for example, that verified accounts have a tick next to them.

one minute wonder Social media can be used as a way of reducing the costs of training staff. You can post videos and content online for your staff or run interactive seminars through apps like WizIQ. Interesting, interactive content will increase the learning experience.

The average user has more than one social media account and this number is likely to rise. However some users do still find a community they enjoy most and spend the majority of their time there. It’s a complex situation for business. You need to know your users and also not spread yourself too thin.

Make sure you buy all the relevant account names you need before you begin, even if you don’t use them immediately.