Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22virtualROI MARKETING CHALLENGES SOLVED Also you need to be aware that social networks are not all the same. The people who use Twitter may not be like those who use Facebook so you cannot afford to talk to them all in the same way. Which leads to a further point the essence of social media interactions is conversations and to have conversations you need to have things to say lots of things. Indeed to be successful in social media you need a large store of content that is original credible and interesting. All this means that social media engagement is a task that needs to be taken very seriously. Doing it by halves for instance by assigning the job to a junior person on a part-time basis is unlikely to work. Instead it is better to get experts involved from the outset in order to assess what you are hoping to get out of social media and what tactics could help you achieve those aims. First of all you need to have a good handle on what a social version of your business looks like. Lets face it when you are being social you dress down meet up with friends and share jokes. Your business doesnt though. Unsurprisingly a common failure of businesses online is that they stay too business-like. By insisting on selling all the time for example or simply by being too boring. At the same time if you go too far the other way you could trivialise your brand. On social networks your brands credibility is critical every action can be scrutinised and commented on every claim can be checked and every comment can be countered. For those with more modest ambitions however a measure of caution is called for. Getting yourself into social media is easy. Getting your business into it is slightly more complex.