Short and sweet
Creative, punchy copy is what will garner attention. Can you keep your pitch to 140 characters or less? That is what you will have to do if you want to gain a large Twitter following. Shortened attention spans, an exponential increase to information and constant exposure to that information makes it harder and harder for your message to be heard. Keep it short and sweet, and to the point.
Decide on your target audience
A social media marketing strategy must target one section of the general public - choose either to market to people who have never heard of your brand, those who have heard of you but are not yet customers, or those who are advocates of your company. Each section of your target audience requires a different marketing strategy, so don't mix them up.
Start a conversation
It can be easy to simply tweet consistently, update a blog page or upload graphics on your Facebook page, but social media affords you the chance for real interaction. Start a conversation with your followers, or ask for your users opinions. It is a quick, fuss-free way of gaining constructive feedback while making your customers feel valued.
Build hype and increase curiosity
Social media is all about engagement with users. Any social media marketing strategy rings hollow without compelling content, exclusive discounts, and exciting promotions. Keep it diverse. Weekly product discounts can only get you so far. Rely on word of mouth and offer promotions based on word of mouth advertising to current consumers to enlarge your customer base. Build hype and curiosity around your brand to encourage more people to check in, whether via Twitter, Digg, Foursquare, Facebook or LinkedIn.
Set up analytics. How many people come to your website? How many hits are converted into sales? How many new followers a month, what avenues of social media work e.g. Twitter as opposed to Facebook? How much of your target audience actually uses social media? Choose your metrics carefully and measure them as you progress in your social media marketing strategy.
Who is the face of your brand?
Big companies struggle with engagement on a human scale. It is important to choose spokespersons carefully. Do they embody the core values of your brand? Do others connect to them, are they approachable? Choose your representatives for social media carefully - they are the personal face of your brand.