A lot of companies have embraced social media – which is to say that someone told them that they have to have a Facebook and Twitter presence in order to succeed, so they went out and joined up. What they didn’t hear was that they would actually need some kind of social media marketing strategy to actually capitalize in this growing environment.

Studies have shown that many companies (more than half in some cases) don’t have any strategic plan to build their reputation or increase traffic through these social media channels. There are a lot of ways for companies to succeed online through these channels, but they have to be ready to engage their customers, measure and track their activities, and plan out the activities that will make the best use of the most popular social sites.