Social media is the number one driver of traffic to my new startup CareerCloud, in fact its close to 40%. The best part of that is that its totally free! I use content to help drive a lot of it, the other part is ensuring the right amount of human engagement and automation. Linkedin is number one among the top sites beating out twitter 2 to 1.
Here are my strategies for how I maintain and engage on social media. Dont worry about Google plus or Pinterest, just concentrate on these three.
Facebook: keep it visual post funny pics about jobs/work, repost blogs, share famous quotes on work/office/jobs, share one article a day from another site that has career advice. Use hashtags for everything. Hashtags are quickly becoming the defacto way to discover new content on social media.
https://www.facebook.com/CareerCloud
Twitter: retweet like minded content, that people who follow you, engage people (look for people who need a job) suggest something they can do on CareerCloud. 5 for 1. Promote your own stuff once for every 5 times you retweet someone else. Another tip is to get a few RSS feeds of other blogs you like and parse it through your twitter feed by using a service like twitterfeed.com. I do that for getting more followers since the more content you tweet the more followers you will get. Its automated which makes it awesome. You can also pay to use stuff like Buffer which schedules your posts ahead of time.
https://twitter.com/career_cloud
Linkedin: have your employees share at least one bloig post in their feed each day. Use Linkedin groups 3x a week, join as many related ones as possible. Dont go crazy and post a ton of shit, otherwise you can become too spammy. Post USEFUL information, not just your own.
Start your own group if possible. By having your own group its like having your own email list that you can message anytime. My group on LI has almost 2000 members which I can message at will once per week. It takes time to build it up but its worth it in the end. Use it to provide your employer clients a forum to discuss and share information for their industry.
http://www.linkedin.com/groups/Recruiting-Social-Media-2076930
And when it comes to writing content hire a freelance writer or pay an intern to write guides to working in your industry. This one on my latest site got tons of downloads after I posted to a related group on linkedin.
