1) Describe your business in 140 characters or less

It may sound silly, but Twitter's 140 character limit is essentially the equivalent of the social media elevator pitch. Being able to narrow down this core description will not only help you strip out all of the unnecessary technical jargon you business might have grown accustomed to, but it will make you focus on the most important element: how you can make things easier for your customers.

2) Choose the right tool(s)

There are seemingly countless options when it comes to social media networks to join. Facebook, Twitter and LinkedIn currently reign supreme, but others like Tumblr, Google+, Orkut and MySpace are still very relevant. The most important factor to understand when selecting your network(s) is to start where your customers are at. As our fearless PIT boss likes to say: “Fish where the fish are.”

3) Create an Editorial Calendar and stick to it

Establishing an editorial calendar has become a particularly useful tool for online marketers. Outlining in advance when a blog post will go out and how you can filter that content into your social media profiles is an effective strategy - especially when you know what time of day your target demographic is most active.

4) Track. Monitor. Report

Speaking of knowing your target audience, a good marketing campaign is meaningless if you're not keeping track of how well it's actually working. How often is your content being shared? Are customers truly being engaged by the type of content you provide? Do they ask questions or leave comments? Are you considered a thought leader in your industry? If the answer to even one of these questions is "I don't know" you need to seriously re-consider your strategy.

5) Engage your audience, don't sell to them.

This is perhaps the most difficult step on the list to master, especially for those who are new to social media. However, understanding the difference between a sales pitch and open communication can either make or break a business. Remember that social media is about being social, which makes it just as much about your customers as it does your product and/or service. Don't become an interruption, join the conversation.

Of course, these are only 5 of many things to consider when starting an online marketing strategy, specifically for social media. If you've already excelled beyond these and would like to discuss other opportunities you might be missing out on, drop us a line. We'd be happy to help.