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Guest post by: Georgina Dunkley Become an Author

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The growth of social media platforms such as Facebook, Twitter and now Google+ has taken the world by storm, yet some brands and businesses are still failing to integrate it into their wider marketing strategies and subsequently are missing significant opportunities to amplify their key messages to a wider audience. Below I have outlined a basic guide to social media including out how to identify which channels are best suited to your business. Be prepared for the commitment - before commencing with any social media activity it is important to understand the resource required and commitment keeping profiles and channels updated takes. It may be that one dedicated resource is allocated to creating and uploading content as well as feeding pack on posts, if that's the case ensure the person is effectively briefed on brand messages, tone of voice and how to handle a social media crisis.

Engage with the most appropriate audiences - before setting up the channels consider who you are communicating with and want you want to say. Each of the social media platforms, although similar in purpose, are targeted to very different audiences and may not be that appropriate for your brand or business.

Facebook - predominately Facebook is much better suited to a consumer brand. For a retailer, such as a fashion brand having a Facebook fan page where brand news, deals and exclusive content can be shared is an excellent way to engage with current and prospective consumers. For a business-to-business brand, Facebook may not be as suitable because it is so much more consumer-facing.

Twitter - compared to Facebook, Twitter is a much more versatile platform as it is suited to both a business and consumer audience. Similarly to Facebook, deals and exclusive content including imagery and videos can be shared, but for a business audience retweeting interesting news pieces and including your own comment is also a great way to target potential influencers, media and target audiences.

Google+ - the recent launch of brand pages on Google+ is an early indication that, like Facebook, it will be beneficial for reaching a consumer audience. Early signs also illustrate that as a platform for sharing expert commentary and news, that it is already extremely well-received as a business-to-business outreach tool.

LinkedIn - is an excellent resource for finding new staff, positioning yourself or brand as leading commentators in your industry sector and sharing news on events and awards. Therefore, it is much more b2b focused.

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