The best part is that compared to big above-the-line ad spend, social media can be very affordable and budget-friendly. It is also a level playing field -- in other words, your business doesn't have to be of a certain size or type for it to be effective.
Then why do some social media campaigns work and some fall flat? It seems there's a lot more to it than whipping up a quick Facebook fan page and Twitter account. And therein lies a simple truth. Although the concept of using social media in a business seems simple enough, it really requires some strategic thought for it to have any real impact. So how can you go about doing this?
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