Early this year, I hired a full-time social network director. It’s one of the best moves I’ve ever made. She got our ranking on Google and Yahoo to go up about 40 percent in the first month. We are now getting about 20 percent of our leads off Facebook, our Website, and other social networking.

Her salary came directly out of my reduction of Yellowbook pages.

The social network director manages our Facebook and Twitter accounts, goes out and takes progression photos of certain installations, and gets customers to post testimonials. Seventy-eight percent of consumers today believe in peer testimonials, so it’s peer testimonial time at Concord Pools! She also updates our Website and is in charge of our in-house pool schools.

This position keeps us in touch with the younger generation. I’m 56 years old and I don’t understand the whole social network deal. However, younger consumers are my target, so this is something we had to do.