Ask any small business owner what their greatest challenge is online and the answer will almost always be: Visibility.  Small companies often face this issue, as they do not have the well-established branding of large corporations nor do they possess national or global visibility offline.

Today, social media has become one of the most useful tools for small businesses.  Not only is it now possible to increase online visibility by utilizing popular brands such as Facebook and Twitter, but it can also help to increase sales and revenue, as well.

Building a Social Identity
The world's largest social networks may have had humble beginnings, but they have grown into some of the most significant brands on the Web.  In fact, many smaller companies have actually used the popularity of those networks to expand into new markets and capitalize on E-Commerce.  In the first quarter of 2012, comScore reports that E-Commerce spending totaled upwards of $44 million.  This figure represents one of the highest single fiscal quarter online sales in history.  In fact, economists estimate that 2012 will be the most profitable year ever in terms of online sales revenue.

Using Facebook, Twitter, Google+, Pinterest and other networks to promote brands, products and services has been a crucial component of that online sales growth.  Many Internet marketing companies offer social media optimization and marketing services, but as social media becomes a more competitive market, it has also become more difficult for brands to get noticed.

The real key to building a strong social identity is quality.  To increase views, likes, shares and even sales, brands must offer users unique and relevant content.  Additionally, companies should deliver rich content whenever possible to help maintain user engagement.  Videos and images are more likely to be shared throughout social media than text and can be effective marketing tools.

From Social Media to Sales
Businesses with an E-Commerce platform should heavily promote it within the social space.  By directing users from network profiles to product pages, those pages gain more authority and the probability of sales increases.

Social media is undoubtedly one of the most valuable assets to small businesses.  Combined with E-Commerce, it can maximize the potential of virtually any company with an online presence.