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Tapping in to social media is becoming a logical step in most business plans. As the world becomes more reliant on the web, so does the success of a growing business. However, it’s difficult to assume that all businesses need a strong presence within the same realms of social media. Facebook, while arguably the most popular of these outlets, is not the only way to reach an online audience. Twitter, blogs and new social avenues like Foursquare and FriendFeed are also viable options. Don’t be afraid of trial and error in attempting to find the right outlet(s) for your business.

In short, how you promote your business online depends on the nature of the company. For example, if your business is mobile, consider tweeting your location on a daily basis or releasing it on Foursquare (a la Chicago’s very own Flirty Cupcakes). If your business is a multi-million dollar corporation, promoting your services through several social media outlets is probably in the company’s best interest. It is important to note that any business can benefit from a social media presence by researching its audience, being consistent with posting relevant content and tracking response levels to adjust accordingly.

So where do I start?

The first and most important step in creating a successful social media campaign is to define your audience:

• Determine if your target audience generally prefers one social media outlet over another
• Consider maintaining a presence in multiple arenas in order to reach a wider audience

How do I maintain my account?

Be consistent in updating your online accounts. Nothing is more frustrating to an online audience than a Facebook page or Twitter account that goes from being regularly updated to abandoned.

• Make sure your contact information is correct and easily accessible
• Provide timely information like upcoming sales and promotions
• Post relevant items that address current industry news and trends

Who’s Listening?

It  is critical to track the response to your social media efforts in order to find out what’s working. Smaller businesses can start by monitoring the number of people that follow their posts. This information, especially for Facebook and Twitter accounts, is readily available. If you maintain a blog or a website, free sites like Google Analytics,  Feedburner, bit.ly, Compete.com and Quantcast can assist you in tracking the number of hits you receive in a given period of time. For larger corporations, depending on your response volume, investing in a monitoring software may help you stay on top of marketing trends and opportunities and potential crises.

No matter the size of your business, ignoring or addressing the magnitude of social media will likely have an effect on your numbers, and how you utilize its benefits may give you the edge on your competitors.