Multitasking is a modern phenomenon—and checking off items from your to-do lists (simultaneously, no less) are like gold medals worn proudly for recognition. But is it really possible to complete multiple complex tasks at the same time and do them all well?

Leadership development expert and author Devora Zack says no. She proposes dedicating time to a singular endeavor—from writing a report to meeting with a client—fully focused in the moment and free of distraction. In her new book Singletasking, Zack explains that multitasking is really just task-switching. And while seemingly more efficient, moving from task to task can zap creativity and efficacy. Concentrating efforts, on the other hand, encourages productivity and quality.

To get started:

• Commit to one task at a time—eliminating distractions and ignoring the draw to handle other pressing work.
• Practice clustertasking. Planning chunks of time dedicated to grouped activities (such as email and returning calls) will alleviate the itching need to take care of everything immediately.
• Divert competing thoughts. Write down unrelated concerns as they crop up, so you can focus on them later.

While dropping the juggling act might seem stressful in and of itself, the benefits of singletasking (especially for your most critical jobs) are tangible. Try it! (Manta.com)

It’s no secret that many small businesses aren’t taking full advantage of all social media marketing opportunities. With so many options, most still focus on Facebook. And of the companies working hard at it, the majority aren’t seeing returns. The reality is, however, return on investment (ROI) isn’t always immediate. And that’s okay; there are less quantifiable (but no less advantageous) benefits—such as brand awareness—that take longer to show value.

Having a diverse presence matters, so mix up your social media game to help solidify your company as a viable organization. Partners, current customers and prospects are all part of the social media equation, and they’re paying attention. And when it comes to ROI, broaden your definition. It’s not always about dollars and cents. Introductions to new audiences, unexpected partnerships and media opportunities also add value.

The first step? Find out where your customers spend time—this means branching out beyond Facebook. Dedicate resources, build profiles, add content on a consistent basis and take advantage of each platform’s small business tools. And don’t get discouraged. Many people lurk in the background, so lackluster engagement shouldn’t be a showstopper. But keep in mind that social media isn’t simply about publishing, it’s also about listening, responding and having meaningful conversations.

For more information about social media ROI, take a look at a recent webinar in the Manta Small Business Expert Series. (Manta.com)

Some people only see LinkedIn as the place to go to find a new gig or to increase professional networks. And, yes, this is still the bulk of activity, but for small businesses, there’s more—it can help your business grow. According to BIA/Kelsey, the reach small businesses receive through LinkedIn surpasses other social sites by more than thirty percent.

Some starting points:

• If you haven’t already, create a company page. Highlight your brand, your products and services, and post updates and add content regularly. (Be mindful of staying on brand and apply SEO strategies when applicable.)
• Encourage employees to create personal pages—links to your company page help increase visibility.
• Take part in LinkedIn groups or create your own. It’s where customers, potential customers and influencers go to share thoughts and opinions, and gain advice from experts (that’s you).
• Ask customers—past and present—to write a recommendation. Consumers actively look for this kind of word-of-mouth marketing.
• Use endorsements to get in front of other networks. These simple, but meaningful, gestures of support also strengthen connections.
• Bulk up email lists. Invite connections (via private messages) to sign up for company emails or take part in special promotions.

When it comes to positioning your brand and expanding reach, LinkedIn provides an optimal platform. Figure out how it can work for you! (Manta.com)

What if you could share (or completely eliminate) advertising costs without having to jump through hoops or sign up for things you don’t want or need? You can. Consider co-operative advertising. Never heard of it? You’re not alone. According to an IAB/PwC study, most small retailers are unaware of this option.

Co-op advertising is offered by national brands that want to join forces with retailers to have their products advertised in local markets. In fact, most manufacturers earmark big dollars toward these campaigns—yet much of what’s set aside annually goes unused.

Things to know:

• Co-op advertising policies differ from manufacturer to manufacturer. Ask questions before you jump in.
• Vendors pay (at least) a portion of the advertising costs and supply the retailer with photos or graphics to use in print, radio or television ads (or sometimes the entire ad itself).
• Contributions can range from a large amount of money to promotional items and point-of-purchase displays.

So, if you’re into stretching those valuable advertising dollars (and who isn’t?), it might be worth it to make a few calls to see what your vendors have to offer. (Manta.com)