Effective social media engagement is becoming table stakes for many businesses, even more so for business leaders themselves.

Unlike other tools, technologies and strategies, social is not just a tactic that is employed to market and promote and, ultimately, sell products and services. In order to be effective, social media demands to engagement and participation in relationships with your markets. After all, markets are conversations — and you need to be participating in them to be relevant.

So how does a small or medium-sized businesses get into social media if they’ve been sitting on the sidelines for a while?

Mark Schaefer addresses this question in his excellent piece: How does a small business move into social media marketing? I’ve used Mark’s basic responses as a framework and tailored them to the specific situation of professional practices in financial services.

Read full story about getting your small business into social.