1) Be useful. Use social media to talk about more than just your business. Give local perspective, behind-the-scenes information, and advice outside the confines of your market niche. Provide long-term value and inspire repeat visits by adding links to places your customers would want to go for related information. Additionally, of course, provide a clear description of what your business does and how to contact you online and offline.
2) Deliver value. Incentives, discounts and promotions provide site-visitor benefits, prompt repeat visits, and allow you to track customer interactions. Also consider adding value with that let people voice and view opinions.
3) Be consistent and conversational. Commit to keeping your social media sites routinely updated with short entries that are written as if you're talking to someone over the counter. Entries don't have to be perfect. They do have to be current and interesting to customers, otherwise people won't bother to check back regularly.
4) Be competitive. Do some online sleuthing to learn what competitors are up to in social media. Seeing that those you're up against are already online, growing their awareness levels and deepening their interactions with customers, may give you just the incentive you need to get started.
5) Be relevant. As you build social media presence, continually ask yourself, "Why should people come to this site? What unique values and benefits separate us from competitors? Are we telling our story and demonstrating our distinction? Are we showing expertise in a non-salesy way? Are we delivering long-term value more than advertising messages?"
Answer yes to those last three questions and you have a formula for turning social media into the newest guerrilla marketing tool in your marketing arsenal.
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