Embracing social media ensures that consultancies get as much of the limelight as possible. Success, nevertheless, demands long-term commitment to the time and effort required for the desired outcome: that consultants are recognised as both professional and credible. Since social media has its shortcomings as well as its positive aspects, how best do consultants learn whether their activities are paying off? Do they know what their clients think of them and their business? What is social media doing for their reputation?

Valuable clients, existing or potential, have a tendency towards fickleness; they are constantly on the move and looking out for the best deal. However, they do like to be courted. LinkedIn, Twitter and Facebook have proven to be most effective at connecting people and broadcasting ideas on a variety of levels. Conversely, they can be as notorious as the pushy door-to-door sales man if online communications are lacking integrity and transparency, or they're dragging down the servers under the weight of less-than-insightful posts. Importantly, the use of social media is about building relationships with potential clients and encouraging existing clients to stay. LinkedIn is only effective at nurturing a consulting practice if the published material aims to add value. Followers want information that is validated and appreciate meaningful responses to questions. The online presence of a consultant needs to be managed as they would their face-to-face communications.

By contributing to an estimated 400 million tweets sent each day, consultants can contribute to their own exposure. The power of retweeting ideas and turning them into global phenomena is unprecedented. In linking up highly shareable content that is relevant and thought-provoking, consultants need to understand the strategy behind their use of Twitter. Understanding who is following them and sending smarter and more authentic tweets are important if there is to be a chance of engagement and subsequent retweeting of their material.

Facebook is considered the largest of the three primary social media sites, but measuring success through the number of likes is less helpful than understanding what posted comments reveal. A spring-board for everything from brand management to regular updating of intellectual property and news presented in multi-media forms, Facebook cannot be excluded from the consultants' arsenal of networking tools. However, if the thinking is that every consultant needs to be on these social media platforms, then they need to think strategically as they look for useful alliances.

Written by Niraj Joshi a recruitment consultant for Circle Square Talent - finance & accountancy recruitment London.