General Rules & Summary


The spectrum is integrative. No tools should stand alone. Link your Facebook account to Twitter. Add a frame to your blog that shows your latest Instagram pic. Maintain social media links on each page of your website. Strive to achieve a network that allows your customers to access information through whatever platform they choose. Make it easy for them to like you.

Develop consistent naming protocols. As devices become more personalized they remember user preferences. If your Instagram handle is @BreweryName but your Twitter account is @MyBeersName, it confounds the intuition (predictive text) of new technology.

Edit your older content. Your online presence is your image. Go back from time to time and ask yourself if what you posted earlier still reflects what you want customers to see now? If not, take it down. Save it somewhere offline if you wish, but don’t leave it for others to associate with your brand.

Revise your plan. Take your time to build your social media strategy, then revisit it from time to time. How we digest information is changing rapidly. Did you know most news is now consumed on mobile devices? How does that affect the layout of your blog? Does it make sense to maintain your Pinterest account if no one is sharing your pins?

Act early. When a new channel comes along it’s worth reserving your domain, even if you don’t plan to use it. Nobody thought much of Twitter when it started out, now it’s a crucial piece of nearly every mainstream business.

Keep records. Somewhere, offline, track all the user names, handles and passwords associated with your brand so that if something happens while your SMM is away, somebody else can step in and manage.


Social media is the most responsive component of your marketing efforts. It reinforces your brand and quickly shifts the agenda to what you want customers to know when you can’t physically be there with them.

It’s collaborative and it’s often sourced from unexpected corners, but that doesn’t mean it should be left to the community to shape your image. A good Social Media Manager focuses the message and ensures everything works together to present your brand in the best possible light.

One of the most compelling reasons to dedicate to social media is its ongoing growth. The time spent composing a 140-character tweet to a few dozen followers now is the same as for the one that gets seen by thousands of people months from now. As your following grows, so does your efficiency.

Used in conjunction with your other marketing initiatives, social media strengthens your brand. It stimulates discussion, prompts action and sparks the imagination. It’s also the height of customer support, putting simple channels for feedback and information in the consumers’ hands.

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