Have a presence It may see like stating the obvious but in order to see the benefits of social media, brands and businesses must first register their presence. That means building an account on all the major social networks that can easily be identified and, ideally, connecting them all up with the same approach. Monitor Monitoring your brand is about identifying key words and trends related to your business and tracking what people are/not saying about them online. You cannot address needs and concerns if you do not know what those needs and concerns are. Listen So many businesses fail to understand that social media exist as a two-way means of communicating. Customer feedback and insight can genuinely help inform the business for the better, but businesses need to be receptive to what customers have to say before they can learn from it. Engage with users Another mistake many businesses make is to simply talk 'at' customers. Social media is so-named for a reason. It is about sharing opinions and ideas and engaging with people. Part of social media marketing is about connecting with customers and interacting with them. Provide value Social media marketing can be about offering something for nothing. 'How to' guides and other free resources can help customers appreciate your brand without spending anything. Giving something for nothing can easily attract customers to listen closely to what else you have to say. Run promotions As well as offering customers great deals, promotions enable businesses to collect new and different data about those customers. That can help inform future or current campaigns and can generate a return on investment that vastly outweighs the cost of any prizes or deals. Post frequent updates Social audiences grow tired very quickly. They want to regularly receive/see updates from brands that they follow. Regular content is critical to maintain engagement as well as to attract new followers.