Essential tips for a small business social media strategy

The small business marketing landscape has undergone a shift toward digital methods recently, and it continues to evolve alongside the rapid pace at which technology has developed in recent times. A product of this is the emerging power social media wields in marketing, which was unthinkable no more than a couple of years ago. It's especially helpful for small business owners who need to expand their marketing reach, but don't have the resources to commit to more traditional - and more expensive - methods. But be wary: There needs to be some fundamental things to consider before dropping right into social media.

Begin by thinking about the end. There's nothing more likely to doom a social media strategy than by setting up profiles and pages with no clear intent or objectives in mind. Businesses need to formulate a plan for social media use, just like they would for any other function. What are you trying to achieve? Who do you want to reach? Do you foresee any complications? What will social media help you with? These are all relevant questions business need to ask themselves.

Understand where your customer are. It won't do a business good to put all its stock in Twitter when their ideal customers are on LinkedIn. Prioritize which platforms to focus on in order to maximize return on investment. Don't end up spreading yourself too thin by trying to engage an interested audience that is just not there.

What is the plan of action? It's important to develop a schedule of activity as best as possible. A regular flow of posting content two to three times a day is recommended to keep users interested, while not overwhelming them. Sharing is also a key function of social media, both sharing friend content and that of other companies. All are optimal ways to build the social community that businesses strive to create upon entering the social foray.

Diffuse negative reactions. Negative reactions will happen on social media - this is the internet, after all - and small businesses need to know how to react when they happen. The first step is to document the negative feedback, with a screenshot or whatever means, and decide if it is vulgar or insulting enough to warrant further investigation. Always keep a level head: It's no use trying get back by responding in kind, because you risk damaging your reputation and alienating users who may already have tried speaking up on your behalf.