'Social' doesn't mean 'free' -- you need to make a plan of attack and then stick to it.
Another common mistake in approaching social media is treating it as yet another advertising platform, much like throwing leaflets into letterboxes, or buying ad space in magazines or newspapers. SMBs must be cognizant of participating in the 'social' aspect of social media, which entails genuinely helping or benefiting participants. This might entail posting tips, or following up genuine questions with useful responses. Ever tried talking to someone who is distracted by the TV or trying to read the papers? Much as you acutely feel that lack of attention, people will quickly sense if your social media participation isn't genuine -- and they will be quickly turned off.
There is no set template or formula to creating a social media strategy; the correct approach depends very much on the products and services sold by your company, as well as your objectives. With this in mind, our Paul Mah cut straight to the common denominators -- the truths about social media. For more on how to make the effort meet your company’s objectives, check out Paul's accompanying blog, 
