Everybody is jumping on the social media sites bandwagon these days. From viral videos on YouTube to endless Tweets about the daily grind, people have taken it for granted that, for their businesses to succeed, they need to be making the most of social networks. You might be doing it yourself, or you might be considering moving into it on the basis that everyone else is doing it. If so, you need to consider whether you have asked the single most important question- is it worth it?

Who Are You Targeting?

The most important factor in determining whether putting the time and effort into developing a social media strategy is worth it is who your audience is. Who is going to buy your product, or use your service? Are they the sort of person who is going to make heavy use of online networks? Are they the sort of person who is going to be influenced by what they see on online networks? If your product is mostly aimed at young people, or technologically savvy people, or people who

When planning a social media strategy, there are a lot of things to consider, from your target audience, to the most appropriate medium, to considerations of ongoing control over the methods you use. One point worth remembering throughout, however, is that your approaches will only work where they are welcome, and that spamming people with unwanted content, comments, or invitations to join will do more harm than good to your business. Here are five ways to avoid potentially damaging situations on social networks:

There are many aspects to an effective social media strategy, from deciding on a target audience, to deciding how you’ll measure success. One of the most important decisions you have to make though is what methods you plan on using as a part of the process, and what sites you’re going to target. Below are a few types of site, along with some characteristics you need to take into account.

Sidebar Adverts

These have been dealt with separately, because they represent a separate approach from most of the main bodies of these sites. Cost effective when compared to many other forms of advertising, they still require more outlay than setting up blog or other account. They can also be seen as an annoying distraction by some users, but have the advantage of selling to the audience quite directly. A useful part of a social media strategy.

Video Sharing Sites

Of which the most obvious example is YouTube. Here, videos can grow unpredictably or sink without a trace, and spending money on the production is not a guarantee of views. Instead, produce them simply and regularly, focussing on content, and possibly on quirky ideas.

Blogs

One of the more old fashioned forms, but still useful, because they allow you to communicate eloquently with your audience. Particularly useful if they seem to offer a behind the scenes look at your business, because they communicate its more human face.

Article Sites

These let you produce articles on a variety of subjects, and are useful if you want to establish yourself or your business as an expert in a particular field.

It seems that everyone has some sort of social media strategy these days. Big companies are all over Facebook, or spending big money on viral videos and applications. Everywhere you go, a business is trying to sell to you through them. It seems only right that your smaller business should follow suit. But where do you begin if you don’t have a dedicated marketing

department? And how do you succeed on a tighter budget?

Lower Cost Advertising

The first point is not to panic. A lack of funds won’t necessarily destroy your chances of building up publicity online. How many times have you seen a no budget YouTube video take off, while bigger ones flop? All you need is persistence, a bit of know how, and a coherent social media strategy.

Make it Personal

The biggest advantage you have as a smaller business is that you can avoid the cold, impersonal feel that sometimes

characterises some bigger companies. You need to pick social networking options that let you carry on a conversation with your customers, and what you say needs to be about more than simply your products. You need to make people feel like part of an online community centred on your business. Options for success include starting blogs or Twitter accounts about the business, posting regular updates that include as many human elements as you can manage.

Who, How and How Much

Of course, you shouldn’t lose sight of the fact that you are there to help your business. As fun as engaging with online