Editor's note: Chris Chariton is senior vice president, product management and supplier marketing, for GlobalSpec, an East Greenbush, N.Y., digital media solutions provider. She can be reached at cchariton@globalspec.com.

It’s become clear that businesses can benefit by being involved with social media marketing and should begin integrating these tools into their overall marketing strategy. Having a social media presence has been touted as a must-have part of marketing campaigns for years now. But like traditional marketing choices, social media efforts are only as good as the plan and goals they are set upon.

When considering branching out to include new sites or create new content, it’s important to first look at some key factors for your target audience. The last thing you want to do is craft the wrong message and send it through the wrong medium, only to reach the wrong people.

Before expanding your presence and determining your level of commitment and resources to social media, here are some questions you should answer to develop the right approach.

1. How often and for what purpose does your target audience participate in social media?

First, look at how often and why your target audience participates in social media. Are they active in commenting and contributing? Do they just want news and content? Are they accessing social media channels every day or just once in a while?

This will help determine, for example, if you should be active in blogging or distributing content and whether you need new content more frequently or at less-regular intervals.

2. Which social media platforms do they prefer?

There is an overwhelming amount of social media channels to choose from, with more springing up every day. This makes it critical to understand the channels your target audience prefers. Facebook and LinkedIn are often most popular but if you know that your target audience likes multimedia content, consider sites like YouTube and SlideShare to capture their attention.

3. What are your organization’s goals in implementing a social media initiative?

Smart marketers ask this question before launching any initiative and social media should be no different. These channels are mainly free and you likely have content to share but what are you looking to get out of it? Are you seeking contacts and inquiries that may translate into sales? If that is your sole goal, social media may not be the best option. Are you seeking awareness, demand and engagement? Here social media can help by playing a supporting role in achieving brand recognition and visibility in your target markets; building relationships with your audience; and establishing your company as a thought leader in your industry.

4. What resources (i.e., people, time, budget, etc.) do you have available to invest in social media without taking away from other online marketing efforts?

Your marketing department may have limited time and resources to invest in social media. Setting up your social media platforms may seem budget-friendly at first but you will need to plan for resources on your team that can interpret the results of your activities and create a regular flow of fresh content. You may find that you do not have the resources needed to make that type of commitment. So how can you involve others in your organization with your social media efforts?  

Remember not to steer resources away from your successful online marketing programs. Social media is not to be used instead of existing marketing campaigns; it should always complement and integrate with existing marketing efforts.

5. How will you integrate social media into your overall marketing strategy?

Given that your resources may be limited, integration is the key to maximizing your social media efforts. Look for ways to integrate your social media activities with your established marketing programs. If you maintain a blog, are your blog posts shared on Facebook? If you’re hosting an online event or Webinar, are you tweeting about it to drive people to attend or view? If you visit a client to gain a testimonial, can you get your customer on video and share it on YouTube? These are just a couple of examples of how social media can integrate with what you are already doing.

6. How will you define success and measure ROI on your social media investments?

You already measure the effectiveness and ROI of all of your marketing initiatives. Social media is useful in building awareness, engagement and thought leadership. To achieve those goals, consider driving traffic to your Web site by offering downloadable content (e.g., white papers, research, infographics, etc.).

7. How will you promote your social media efforts in other initiatives?

To drive traffic to your social media platforms, you will want to incorporate them into your other marketing initiatives. Some of these can be very easy. Include links to your social media channels on your Web site, blog, business cards and in your collateral. Add them to your e-mail signatures.

Food for thought

These seven questions should provide some food for thought as you expand your social media strategy. Just remember, as with any other marketing strategy, to always plan ahead and set goals before taking action. It’s better to wait to unveil a new place to connect with your clients that is fully thought out, developed and integrated, rather than to rush into a new space and have to piece your social media effort together as you go.