Many businesses are starting to put social media at the heart of their marketing. Pete Wilson, Sage's Digital Strategy Manager, talks about how to develop relationships through effective use of social media.

1. Jump start a digital relationship through social media Peter Wilson, Digital Strategy Manager

3. We ran the first integrated social media campaign on LinkedIn

4. We run a blog, Twitter feed, Facebook group and YouTube channel

5. We monitor what’s being said about us, where, when and by whom

6. We use web analytics to evaluate our performance

8. A defined marketing plan with clear, measureable objectives

9. Web analytics is set up (and used!)

10. Search (natural and paid) activity running

11. A content plan for your website exists

14. Traditional media is usually about ‘dip in/dip out’ campaigns. Social media is an ongoing commitment

15. You will set user expectations once you start;

16. That because you listen you will also act

17. You will solve problems

19. 7 It’s not one size fits all

20. 8 Social media Tip 3 Social Media Tip 3: Are you using these channels personally? If you aren’t familiar with them now is the time. Set up a Facebook profile, a Twitter feed or a LinkedIn profile. Get comfortable with this stuff yourself. Then set up the official channels for your business.

22. But!

23. Never post in anger

24. It’s sensible to disengage from conversations that are ‘aggressive’

25. If you have to ask someone to check your post you can be sure you shouldn’t post

27. 11 Choose your level of engagement

28. 12 Social media Tip 5 Social Media Tip 5: As your level of engagement increases so will the level of resource required. At the highest levels it needs the support of the entire business. Define your level of engagement according to your ability to support it.

29. 13 How do we do it?

30. 14 We are at level 2.5

31. 15 Day to day

32. 16 Social media Tip 6 Social Media Tip 6: Are you adding value?. Are you helping answer users queries or problems, pointing them to the right solution or providing insights they can use? If not you are not having a conversation – you are advertising

33. 17 Thank you