Engage
Social media gives everyone a powerful platform to talk from. But who are the most important to your brand? You will need to identify your target audience before jumping in. What are they searching for? What are they talking about? Who is doing most of the talking? Where are they talking at? If you have already identified your target audience, review it. Your brand is ever evolving—your customer base is, too.
Like an air traffic controller, you should be monitoring the conversations not only on your social networks, but on those of your competitors, too. There are great instances of companies swooping in, responding to the competition's customers, and creating new customers while also engaging with other big-name brands.
Engaging is the cornerstone of all social media. If you’re not engaging on social media, you’re doing it all wrong.