Once considered a passing fad, social media is becoming an increasingly central part of our lives. In response, it's vital that companies embrace social media and use it to their advantage.
However, for social media activity to be effective, it must be well planned, thought out, and implemented - if not, it can easily become one of your brand's biggest weaknesses.
A successful social media strategy isn't just setting up a Facebook and Twitter account and posting your latest news or offers. It's about creating genuine and engaging human interactions that will resonate with your target audience.
Your strategy should be a clear, carefully planned vision of who you're reaching out to, what you want to say to them, and how you're going to use various tools to achieve this.