Social media and digital technology are increasingly essential for businesses. It has come to dominate many of our communications, both personal and professional. It provides brands with an intimate platform to connect with customers and shape their perceptions.

John Brandon, contributor to Inc. shares some lessons about how to get more out of your social networks.

Target the Right People

Just because you have hundreds of thousands of followers or fans doesn’t mean your social media marketing efforts are working. It’s quality, not quantity that counts. Find out who your most influential followers are and connect with these people in an authentic way. Truly build a relationship with them.

Always Respond

It can be quite a task to manage a social media presence. However it is one of the top channels customers use to talk to brands and expect a quick response. If nothing else, be there for them. Take the time to respond to everyone who reaches out to you.  It’s fine to ignore those who try to stir up an argument or automated responses from bots.

Be Social

Get to know those who follow you. Share content, respond to content your followers share, and try to start a conversation. “When you develop a rapport with someone, that encourages more retweeting and a social connection,” says Brandon.

Use Tools

The more active you are on social networks, the better. Tools such as Hootsuite and TweetDeck allow you to schedule posts in advance. However when you use these tools, always make sure you are there to respond. If you don’t pay attention, you could miss a negative post that can easily turn into a crisis.

Go Beyond the Big Three

There are more social networks than Twitter, Facebook, and LinkedIn. There’s YouTube, Pinterest, Instagram, Reddit, StumbleUpon, Google+, among many others. Not all of these sites work for everyone so be realistic about how your product or service will translate well into and choose your networks accordingly.

Pinterest and Instagram could work for your business if you sell things online to customers. Reddit and StumbleUpon are bookmarking sites that allow you to share blog posts and other Web pages you’re interested in. They can give your company a good place to connect with audience members who have similar tastes. YouTube is the second most searched sit on the Internet after Google. Video can be a powerful way to create a connection with your audience, put faces and voices to your brand, and give your blog posts a boost.

Social media networks can be great ways to promote your brand, find new customers and employees, and build relationships. However they aren’t machines. They are tools you need to use.  Use them to create connections with real people. The time you invest now will pay off in the end.

How do you get more out of your social networks?

Image: opportplanet via Flickr, CC 2.0