Referrals may still occur the old-fashioned way, but these days, the fastest way to get new clients is to be well-“like’d.” If you have 100-plus people who “like” your Facebook business page, it adds credibility to your firm. In fact, your “likes” are similar to a testimonial, an endorsement and—yes—even a referral.

If someone thinks enough of you to connect with you, they are also telling others how they feel, at least on the surface. Conversely, if only two people “like” you it, it may convey a different story…and have an inverse effect on your business.

So, while you are scheduling your content calendar and planning all the valuable information you will post on social media, first determine how you will get followers to read your posts. Develop a campaign through Facebook’s “build audience” tab. Send emails out to your connections, clients and alliances telling them about your page and its valuable content. In other words, tell people!

You will be able to provide followers with posts they will enjoy, and in turn you will gain more credibility among potential clients. A win-win situation, “like” it or not!

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Maribeth Kuzmeski is the founder of Red Zone Marketing, LLC, which consults to Fortune 500 firms on strategic marketing planning and business growth. For more information, go to www.redzonemarketing.com.