There are a couple of tactical issues that come as baggage alongside this broad acceptance of social media.
Firstly, there's a lot more "noise" to compete with. Some businesses are still under the impression that it's OK to treat the medium as paperless advertising, or as solely a mechanism to improve their Search Engine Optimisation. The rolling streams of automated updates can get overwhelming and the opportunities for meaningful engagement can be missed. Your content needs to be interesting, relevant and well targeted to rise above this inane cyberbabble.
Secondly, the range of social media platforms has greatly increased. Make sure you know the type of people you want to influence and research where they are likely to congregate online. Your decisions will be heavily influenced by your business sector and your ability to produce appropriate content.
So what can you do?
- Select your social media platforms with care.
- Create content that is useful to the people you want to reach and relevant to your business.
- Take time to make a content plan, it really does help improve the results you'll get.
- Evaluate the results you're getting and adjust your plan if you need to.