INC mag has a good beginner's guide for businesses trying to figure out how to assimilate social networking into its overall business strategy. In the article, it asks..."Here are a few basic questions to ask yourself when forming your social networking strategy:
1. What are the needs of my business? Hopefully, you’re not putting your company name on a social networking account just to send messages back and forth to former high school classmates, so there has to be an impetus. Figure out what your needs are. Are you short-staffed? Is your advertising budget running thin?
2. What am I using the site for? After you’ve established your needs, consider the primary goal of your social networking strategy. Do you want to recruit employees for a certain department? Do you want to market a new line of products? Do you want to connect to more people in your industry?
3. Whose attention am I trying to get? Okay, so you want to market that new line of products, for example. You still need to know your target audience for that product, and with more than 300 million users on Facebook, you'll need to narrow your focus.
Later in the piece, it breaks down the different social networks, and asks which one is right for your business, and which ones would best fulfill the requirements of your strategy. There are also sections on social network marketing, social network promotions and using social networks for recruitment. Definitely worth a click through.
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