The most important thing when embarking on/improving your use of social media marketing and networks is firstly assessing exactly what it is you want to achieve. This is then coupled with what information you are offering. We make choices everyday dependent on thousands of factors... What clothes to wear in relation to weather, purpose, situation; what food to prepare based on availability, cost, time, health requirements and dietary considerations; which email to deal with first depending on urgency, person, interest. These variables exist and are vital to determining who, what and why you intend to target social media marketing. The depth of analysis is relative to the size of your project, but ultimately, your steps are as follows. 1. Identify why you want to create a social dialect for your business. 2. Assess what information you have available to communicate. 3. Understand your audience demographic and where you can reach them. 4. Evaluate the tools available to you in the social media platforms. 5. Determine the type of interaction you wish to partake in with your chosen tools. 6. Plan your Social Media Marketing (SMM) strategy 7. Do it 8. Continuously evaluate it
I think the most important point on this entire list is the evaluation. Online marketing is now supported by a wealth of analytical tools that help you build success profiles of your marketing efforts... for free! When assessing your available online tools, don't forget to consider the Back Office operations to your implementation, and how to make it all work for you so that you can always keep your finger on the pulse and evolve in the same way that social interaction does with web content.
And if it sounds daunting, start off small. If facebook can do it, so can you! Besides, evolution is the ultimate raison d'etre of the web!