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Mary Kate Naatus, Ph.D. is assistant professor of business and acting director of the Ignite Institute at è������ Peter’s University. She was recently interviewed for an article in the latest issue of è������ Peter’s University magazine titled, “Small Business. Big Dreams.” This online web exclusive provides some additional practical tips from this faculty expert! Follow the Institute @IgniteStPeters.

In just one minute on the Internet 277,000 tweets are posted on Twitter, 216,000 photos are shared on Instagram and Facebook users share 2,460,000 pieces of content. How can a small business or startup stand out amid all the noise in the social ecosystem? Mary Kate Naatus, Ph.D., assistant professor of business and acting director of the Ignite Institute at è������ Peter’s University offers some practical tips to entrepreneurs:

Pick your digital platforms. “Businesses do not need to be on every social media outlet out there,” Dr. Naatus advised. In fact, expanding your presence on too many digital platforms may do more harm than good. “You are possibly opening yourself up to negative posts that you don’t even notice until a month later when damage is done.” Choose the medium that best expresses your business or brand. For instance an accessories business might do better with a visual audience on Pinterest and Instagram.

Be consistent. Once you pick your digital platform, stick with it. “You want to update on a regular basis,” said Dr. Naatus. Your online marketing won’t get off the ground if you post one day and disappear for a month.

Tell a story. “Incorporating a story into your social media and showcasing your customers is important,” said Dr. Naatus. Dunkin’ Donuts features a Fan of the Week on a Times Square billboard, but you don’t need millions to connect with your customers. “You want to incorporate your customers into your business so they feel like they are a part of it. It helps them become spokespersons for you.”

Think about your audience. “Your social media strategy can’t only be about you. If it’s me, me, me, it can get really boring,” Dr. Naatus noted. Offer a benefit to Facebook fans or Twitter followers. Or useful information that’s interesting to your audience. “You want to be part of a larger conversation. Businesses are also partnering and working together on social media, which is a great idea.”

Set realistic goals. “Social media is one tool to help you realize your business objectives,” Dr. Naatus said. Small business owners and entrepreneurs in Hudson County can learn about a comprehensive range of tools to attract new customers and grow their business through the Ignite Institute at è������ Peter’s University. In partnership with , Ignite provides thought leadership, academic research and direct educational service, including workshops, panels and training for local entrepreneurs.