How you present yourself to others in the business world speaks volumes, and easily can be the most intimidating part of any job. People often form first impressions about you and the company you represent within seconds of meeting you. This is why it’s necessary to ensure that you interact well with others to enhance your brand. Developing relationships is the key to developing business internally and externally.

Personality is a large part of everyone’s skill set. It’s about using your key strengths to effectively reach and influence your audience. While hard skills, such as technology and finance, are very important, it’s the soft interpersonal effect that can linger, and leave positive, lasting impressions.

In fact, three of the main industries in New York—real estate, financial services and health care—all rely heavily on the personal touch.

Here are 4 reasons why you need to be more socially savvy:

1. Social is about relationship building. As we’re all looking to grow business, and our careers, in the New Year (yes--the New Year is right around the corner), this is a great time to get started.

2. Real business happens up close and personal—not on Facebook or Twitter. This includes the connections you build outside your company, as well as the rapport you establish within.

3. You want people to frequent your establishment and/or engage your services. Whether you’re a small to mid-sized business, large organization, or a not-for-profit, you need to put a face on your business and make it memorable.

4. In this ever-evolving world of work, where the personal and professional continually merge, image and reputation are two of your greatest assets.

4 tips to get you there with confidence:

1. Always remember that the first sale is the one you make to yourself. If you believe in yourself and your company, others will too.

2. Be in the moment. It helps you get past self-consciousness. Focus on the next positive step you need to take.

3. Stop clinging to the security of your friends and teammates. The main point in networking is to cultivate new relationships at events, so take the time to meet new people.

4. Know that, just like you, many people are nervous in social situations. So try thinking like a host and focus on helping others feel comfortable. That can help build your confidence too.

Your social savvy, like all skills, needs to be to be exercised continually to be most effective. If you want your career and business to grow, you need to grow too. After all, you are your own best public relations and marketing person, with enormous potential to draw more business to you.