Social Media

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Social engagement is one of the essential components of an effective online marketing plan. By fostering a sense of community with your target audience, you gain valuable customer insights along with improved brand awareness and expert status.

For many small business owners, the first hurdle to overcome is finding the time to engage via social media. While there's no one-size-fits-all solution for the perfect social media workflow, that doesn't mean you can't develop a solution that's perfect for your business. Follow these four steps for a smooth start to your social media campaigns.

There are two types of social media users that you need to attract in order to see the biggest gains in ROI for your company's social media efforts: social influencers and potential customers. Social influencers are just that – people with large followings or fan bases that can influence how other users perceive a brand. Combine these with people who are a good fit for what your company sells, and who are interested in what you have to offer, and you have the basis for a social media audience with a solid ROI.

If your company still hasn't tapped into the power of social media, you aren't alone. InformationWeek's SMB study on social media usage in 2011 found that around half (47%) of small businesses operating in the US were not using social media at all.