Social media should be an extension of your marketing. It should be integrated into everything you do from an event to an email blast. Social media is simply another medium for you to communicate with a broader audience than you would be able to otherwise. A medium that will enable you to nurture relationships organically and keep a natural pulse on how they respond to your messages, tone and offers.

If you don’t have the skills and knowledge of social media internally, hire an agency or consultant to help you integrate social media into your business. They should be able to explain social media strategy and the benefits of social media marketing.  Be sure that they understand integrated marketing, the importance of setting goals and objectives, and can help you develop and execute a plan to meet your business aspirations.  Refuse to accept a list of random acts of social media (RAMs). The only agency or consultant that will be able to deliver you a successful template is the one that is able to customize it to you and your business, and successfully integrates social media into your business plan with a focus on leveraging social media.

A good agency or consultant will do their own research while including previous research, on how to best leverage social media to meet your business goals and objectives .Your business plan may need to be adjusted based upon their new findings and research of the social media landscape. By doing this you’ll have a clear focus on your target market segments with you and your consultant knowing them and getting in their head the best you possibly can.