Many of my clients are very curious about social media…and this is a good curiosity to have.  Staying fresh on the latest trends is important to any marketing campaign.  Using a variety of sources to get the word out about your products and services is a wise move.

But it can also be very dangerous and counter-productive to your on-going branding campaigns.

Here are things every small to medium-sized business should keep in mind when looking at pursuing a social media strategy:

• What type of social media best fits your clientele and potential clientele?
• Do you have enough understanding of the purpose and etiquette for that social medium?
• Are you willing to commit the time to the medium to make it worth while for your reader to subscribe?
• What is your strategy for each medium (what information will you deliver and what are your goals)?
• What outcome do you want from the visitor or fan of your social media content?

Some companies and marketing firms take a slash and burn approach to social media.  They think adding as many followers as possible is the way to show success.  But real success is built on the impression that you are giving your reader overall.

Does your blog or tweet give them a sense of who you are as a company?  Are you giving legitimate offers through Facebook or just annoying your customers?  Are your posts establishing you as an expert in your field or are they sending the wrong message about your company’s focus?

It’s time to start managing your social media campaigns.  Sit down with your team and discuss your company goals and what reasons you have for using social media (and have someone who is familiar with the types of social media give you a sense of which are best for your target market).  Or enlist a qualified search engine marketing consultant to work with you in developing a plan of action or even manage your social media presence.

Your brand…you can spend thousands to build it up…and a social media strategy can support an enhance it or tear it down in a heartbeat.