Much has been written on the subject of social media, but one point rings true above all else – the importance of a solid strategy. Without this, good intentions are likely to turn sour as the social media well quickly runs dry. Having said this, for the average small business, producing a viable social media strategy can prove a daunting task.

In this article, we’re going to cover the 5 basic foundations – or ‘golden rules’ – to get you started.

1. Not too much self promotion

No one likes a show off – this is an age-old maxim as appropriate in the age of social media as it is in face-to-face terms. Whilst it’s ok to ‘sell the sizzle’ a little, intelligent internet marketers focus more on what they want to hear than what they want to say.

Build a dialogue with your audience to find out what they are thinking and, more importantly, what they want. Establish yourself as a source of information within your chosen field by posting helpful comments on peer or customer posts, posting interesting articles or video and inviting discussion to engage your audience. A little effort can go a long way here.

2. Adopt an appropriate approach (B2C vs. B2B)

Traditionally, the distinction between B2B and B2C marketing has always been clear – one is about establishing the foundations of a long-term and fruitful relationship, the other more focused on features, benefits and closing the sale. Social Media has, for better or worse, blurred these boundaries. However the basic principals of B2B vs B2C should not be cast aside when approaching the Social Media arena.

3. Establish your goals

As with any marketing campaign – be it on or offline – understand what you are trying to achieve from the outset is mission critical. The key with social media is an understanding of your target audience. Don’t assume that a blanket approach across any and all available social media platforms is the way to go – different sectors require a different approach.

For example if you are a local business looking to offer discounts to attract customers, Groupon and/or Facebook may be more appropriate than say, Twitter. If however you are a business consultant and motivational speaker, Twitter provides a perfect platform on which to push a steady stream of motivational sound bites and pearls of wisdom out to your audience.

4. Social etiquette

As far as social media is concerned, to give is to receive. Before you can sell you need to share. Adding community value, rich content and building quality relationships should be at the forefront of your social media campaign.

5. Attract inbound links with great video content

One of social media’s richest features (and why major corporations now spend billions on it each year), video is undoubtedly the most popular medium through which to engage customers and attract inbound links.

Consider creating a short, informative or promotional video and uploading it to YouTube and/or Facebook. Wherever possible, include your web address and any relevant information to help win new traffic and extend your brand.