Q: Everywhere I look, it's all about Facebook, Twitter and other social media websites. A few of my customers have even asked me if I have a Facebook page. How important is it to do this?

— Chase, Detroit, MI

A: The fact that a few of your customers have asked about you having a Facebook page is a clue as to how important of a business building tool it can be.

Notice the words "it can be" because it's not for everyone. You have to do your research and use it wisely.

Many cleaners and restorers feel that social media is more of a tool for entertainment and don't see the real business value of these networking sites. But remember, you want your message to be where people will see it. Social media, especially Facebook, is where companies are taking their message.

Look at most of the advertisements you see in print, online and on television — they direct consumers to Facebook "fan" pages or business pages for information, special deals, coupons and more.

The reason you were asked by your customer about being on Facebook is because many consumers are now conditioned to go to that site to find information and special offers. Should you decide to take advantage of this marketing tool, you don't have to provide low-price coupons or deep discounts. You can be creative about what you offer, such as attractive package pricing. You should post engaging comments and advice, but don't overdo it.

Most of your customers are probably spending part of their day with social media. Encourage them to "like" your new Facebook fan page and "follow" you on Twitter. LinkedIn is more of a professional networking site and should be utilized as such.

Think of the tremendous exposure you would receive if a happy customer posts on their favorite social media site (usually Facebook or Twitter) and their friends, families and co-workers see the comment. Customers are more likely to make a quick post about their experience with your company on their favorite social media site, rather than go the traditional route of telling people on the telephone or in person about how satisfied and pleased they were with your services.

We all know that referrals are the best type of customer. You can use social media to build your referral program. Just add it to your marketing arsenal and track the results. You will be pleased.

Q: Once in a while, I get into a pet odor removal job that I thought would be easy but then it turns into a nightmare. About the middle of July, I was asked to fix a problem caused by a dog. I started the job, confident I could fix it because it was just a small dog. It smelled worse a couple of days after I was done. I made sure I added deodorizer after cleaning. What am I missing here?

— Bobby, Atlanta, GA

A: Just because it was a small dog doesn't necessarily mean the job will be easy. Of course, comparing a Chihuahua to a Great Dane is like comparing a puddle to Lake Michigan, so it's natural for us to look at the source and say "Oh, good, it's just a small dog (or cat)…"

Smaller animals have a more concentrated urine, creating a stronger malodor that is often more difficult to counteract. What you need to concentrate on isn't the size of the animal, but the size of the contamination.

Using a black light or a moisture detector aids you in discovering how far the contamination goes. A black light will fluoresce the urine contamination, and a moisture detector will indicate areas where urine is present, as components in urine are hygroscopic and attract moisture — which is why odor problems from urine are more prevalent with higher humidity.

Once you have determined the boundaries of the urine contamination, and in order to effectively counteract odors, you need to "recreate" the level of contamination. In other words, your odor removal product of your choice must be fairly close in quantity to the amount of urine in the carpet and padding (cushion).

Yes, this means you will have to use sufficient product to get the chemical where the odors are located. Simply spraying a light deodorizer on the surface is just a temporary fix, unless the contamination is very light and hasn't penetrated the carpet backing and entered the padding. The odor will often come back with a vengeance, especially as you add moisture during cleaning to the odiferous areas.

Don't forget about the need for ventilation when treating urine. Many products break down the urine either by enzyme action or by oxidation. An odor is formed by ammonia and other gases produced as the urine breaks down or decomposes. Ventilation helps bring in fresh air and significantly dilutes this source of odor that is being created as the chemicals work.

Have a question for us? Ask at Cleanfax.com/experts or jcross@ntpmedia.com.