Now, I’m a big believer in social media. I love what it does for our connections as people, as businesses and as a global community. It breaks down barriers across all elements of society.

Social media is one of the key components of the marketing mix in this day and age and quite frankly if you’re not on board, that ship has well and truly sailed.

I have nearly 1,000 followers on Twitter, 150+ connections on my LinkedIn and 87 likes on my Facebook page.

Why so few “likes” on my Facebook page, you ask (I can feel your raised eyebrows from here)?

Well, I believe in using social media for the purpose of engaging genuine members of my audience; people who want to receive my content, are interested in what I have to say and may actually engage my professional services in the future.

I think it’s fruitless to participate in “like exchanges”, “like my page competitions” (which up until recently contravened Facebook’s Terms of Use and could result in your being deleted) or vice versa.

I know this is controversial as “like exchanges” can expose your page to potential members of your target audience but then I feel like a nuisance.

I will only like a page if I actually want to be engaged with the brand and want to listen to them and expect the same from my followers and likers. I respect them and their time and I don’t want to waste it.

I don’t appreciate emails saying “I liked your page now can you please like mine?” from complete strangers, it’s effectively spam, people.

Obviously if I receive these emails from businesses in my industry with whom I could collaborate, then that exchange is welcome as that’s what social media is about.

I just don’t see the point in engaging with people who have no interest in your brand just to boost your “like” numbers so you can look popular. What is this, high school? No, it’s business. It’s akin to click farming. It’s bad practise and I want no part in it.

I may as well go and buy 10K (or 220K) likes; these aren’t meaningful connections and won’t, in the long term, grow my business.

*I’m looking at you @TonyAbbottMHR*