---

By Dave Meyer

Social media has changed the way people are interacting with each other on the web. A simple website with text copied over from your brochure (that hasn’t been updated for months or years) won’t get you results, and may work against you. Your site must be kept up to date and reach people where they spend time online to be effective today.

Here are a few questions every new business should ask when considering any online strategy:

1) What do you do? Get down to basics. Your mission statement doesn’t count. What problem does your company solve for your customers? Answer your best customer’s question: “Why should I buy from you?” Remember the real value you provide and work it into every online interaction.

2) What do you need to accomplish? Think about where you need to “move the needle” before you begin any online campaign, redesign or program. Here’s a hint: “We need a Facebook page because it’s hot right now” doesn’t cut it. Know how you’ll give your customers what they want. Other useless goals: followers on Twitter, hits on your website, or enhancing your search engine results (unless you’re getting better links to bring in more qualified customers, sales, etc.).

3) What tools will we use? This is where it gets fun – you know what you need to do and who you need to reach, and now you can make something happen. A quick cheat sheet: Twitter is great for sharing useful tidbits to your followers. LinkedIn is fantastic for corporate branding and reaching out to B2B markets. Facebook is the “500 million pound gorilla” that everyone is using in their spare time. And your website should be the central hub where everything comes together (and where you can post to all the above automatically with one click).

4) How will you measure results? Don’t forget to track what you’re doing so you know if you’re successful. There are lots of free tools to be had – Google Analytics, search.twitter.com or advanced searches on LinkedIn and Facebook will give you lots of data to work with. Remember to keep your end goal in mind when you measure. If it doesn’t move you toward what you need to do, you’re wasting time.

5) How will you keep it current? Remember, the online world is all about conversations now. If you don’t keep coming back, updating your content and listen to what your customers are saying, you’re not engaging your customers, you’re alienating them.