A few words for advice to those thinking about starting a social media campaign

I recently read an article about the ins and outs of running a social media campaign, and how social media continues to "revolutionize" the marketing industry. It is true that social media has given companies access and a voice that was once reserved to only the biggest and most powerful organizations on the planet. There are now multiple channels that give even the smallest of companies the ability to interact with its customers, vendors, and evangelists alike.
However, the increase of accessibility doesn't mean anything goes. The normal rules of business and success still apply. A company can't just be social for the sake of being social. I hear about this all of the time in my line of work, Companies want to get involved in social media because they know that their peers are doing it and they don't want to miss out on the action. Before you know it, they dive in head first with no idea what they are doing, or even what they are trying to accomplish. It isn't long before these poor souls wave their collective white flags in defeat and become social naysayers. Is it the fault of social media? Of course not! If you said yes, then you are the same kind of person who blames the poor polar bear at the zoo for acting like a polar when some drunk frat boy climbs into his den on a dare.

While my example may be a bit extreme, the lesson rings true. It's not the wild west of marketing. You can't shoot first and aim later. Here are three easy to follow tips that will help ensure your social blood sweat and tears are not shed in vein.

1. If you want to succeed, you have to have a plan that ties into the overall business strategy. It sounds simple enough, but seriously, stop and ask yourself why you are doing this in the first place. If the campaign won't promote the overall business strategy, abort.

2. Treat social just like any other business or marketing campaign. You have to have goals. In fact, it is best to have targets in mind before you even start. This will make it easier to benchmark your progress during the campaign. Who are you trying to reach? What do you want to say? What do you ultimately what them to do? The answers to even these basic questions will help you determine where to spend your money. Social platforms are not one-size-fits-all.

3. Choose platforms that have cross functional capabilities. This will help you amplify the message while minimizing the amount of work you have to do. Speaking of the message, remember that quality content is king. Think of social just like any other conversation. You have to have to bring something of value, or you will be ignored.

So there you have it. While these rules may not make you a social media mogul, they will certainly help you  avoid becoming a social media misfit. Good luck and Happy sharing!