Social media allows businesses to have direct communication with their customers.  When it comes to recommendations for products and services, people trust others they know far more than a sophisticated marketing campaign.

Establish your goals

Clearly define your goals for using social media.  Goals differ for each business from increased sales, driving website traffic, increasing brand awareness, or more newsletter subscriptions.  Whatever you are aiming to achieve by using social media, make sure you write down and address your specific goals.