Any business that has not incorporated social media into their advertising campaigns will likely struggle in this generation. Few however have a clear idea of what social media success looks like. The first thing a brand should consider when entering the social media landscape is where its competitors are making their investments and why. As consumers are increasingly looking for a bargain deal, it is vital to know exactly what competitors are offering. When it comes to your opponent, knowledge is power.

Secondly, it is important to identify the ideal platform for your firm (Facebook, Twitter, Pinterest, etc.) based on what each can provide.  Consideration should also be given to areas in which your competitors are making their mark. This will allow companies to focus its efforts on a few beneficial and productive platforms instead of trying to be everywhere on the web. One thing to keep in mind is that it is important to connect with the consumers where they are already comfortable. This allows for an easy transition into relationship building.

Once a company has identified its main competitors and its ideal target platform, it is important to identify the unique significance the product is providing that will make consumers want to “like” it. As companies fight for social engagement, it is important to strategize a campaign to convince the consumer that your product is superior to that of your competition. You should also take into account how you will measure and report the success rate and which tools will profit you the most.