With social networks becoming more and more ingrained in everyday business
communication and gaining widespread acceptance as a marketing channel, your company needs to know how to connect with your consumer base.

So, do you have a plan around social media?

With dozens of social networks that each offer unique benefits, the natural inclination is to jump on every platform, but unless you have multiple social media managers, the most effective way to communicate is to prioritize and create a business plan around social. With a strategy, you can target your time and effort to not only show up to the social party, but build real relationships with your connections. 

There is a difference between using social media, utilizing it correctly, and leveraging it for the needs and goals of your busines. Studies indicate that 33% of consumers use social networks as a way they discover new brands, products or services, and if you're not doing social media the right way, it's really easy for a consumer to be put off and move on. 

Perhaps your business has a Facebook page, but it isn't engaging with your fans. There's the corporate Twitter account, but there's only 14 tweets in the last year. And does it make sense for your small business to be invested in Pinterest if the account has been dormant? Businesses jumping in without a plan happens more often than not because it's simple to register with an email, choose a handle, and go through the motions.

The successful have more than just a presence, they've not only developed a strong social media plan but allot real resources for each network to engage and grow their user base.

With Facebook, Twitter, LinkedIn, Google+, SlideShare, Pinterest, YouTube, Tumblr, and more, how do you choose which networks to plan around? It's a common dilemma that faces thousands of business owners everyday.  

Here are five important factors that will help you not only develop a social media presence but hopefully will open up new opportunities for your business.

1. Realistic Metrics for Social Media Success

In order to achieve success, you first need to define what success will look like on social media.

Take a critical look at how you use social media now. Has it been working for you? Are you able to see any growth as a result? Do you know how to measure that growth?

Now, ask yourself what it is that you want to accomplish. Common social media goals can be enhancing customer awareness, promoting staff accomplishments, and sharing information about your company. Whatever your end-goals may be, try to break them down into easily definable and measurable objectives. Be specific when you do this, so that you’ll be able to see definitively what is moving you towards completing these objectives.

As you get more of a feel for what social marketing is capable of, and what you need it to do for you, you’ll be able to refine your goals and make them more realistic. Also, this is a great time to review your overall marketing plan as you look for ways to increase your social media presence.

2. Active and Nurtured Community

Who is reaching out to you on social and is already, organically engaging with your brand? How can you nurture and grow that community in an authentic way that also supports your team's overall marketing efforts?

What other methods could you use to connect with your audience, and how could you link your efforts to make them more effective? Define these personas and remember that they will determine your success or failure, so make sure that you know who they are, and how to best connect with them.

3. Content and Promotion 

The Internet is a dynamic and evolving creature, which means that the content that you create for your social media has to be dynamic as well.

A common pitfall among many organizations is not having enough fresh and interesting content for social media. Strive for content that is relevant, current, and genuinely applicable to your audience today.

Plan ahead and dedicate resources for your social media efforts. It's critical to have a content calendar to organize when you’re going to generate content and manage when the content will be pushed out.

Will you have employees who will write it, or do you plan to use freelancers? Decide who will be creating the assignments and monitoring the quality of the work, and ensure that your social media plan not only allows for regular updates and posts, but speaks the language of that particular social network.

4. Social Networks Relevant to Your Business

Focus on specific social media networks that will most help you attract and engage your audience.

This goes hand in hand with factor #2 above -- the community you will be nurturing. How does your company want to connect with current and prospective customers. Is your brand voice personal or professional? Do you have resources for a two-way conversation, or will your strategy focus on broadcasting?

Demographics of your base is also important here. How old are they? What is their gender? Further defining your audience will greatly help you choose the social network that works best for your audience.

5. Open and Transparent Communication

The open-forum format of social media means your company will benefit from direct communication with your customers. In all interactions with customers on social, authenticity and transparency is key.

Allow customers to use social media to share their feedback--show appreciation for positive feedback with positive responses, and address negative feedback head on. Don’t make the mistake of deleting negative posts. Instead, show your customers that they've been heard, apologize and accept responsiblity, and when possible, use feedback to improve how you do business.

Make sure that whomever is in charge of social media knows how to respond, and is working closely with your internal PR team to manage these inevitable situations.

As internet advertising continues to grow -- up to all 25% of the entire advertising market by 2015 --   it’s safe to say that social media will continue to grow dramatically. 

With a social media plan, you can take that first huge step into proper use of social media. Social media marketing can not only help your business grow stronger, but when utilized correctly on the most relevant network, it will bring you closer to the the most important connections in the world of business — your customers, fans, and followers.

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