Nothing exists in a vacuum - your social media strategy should reflect the core message of your business and provide interesting engaging content that is relevant to your customer base. Very often, the social side is 'hived off' to a third party whereas it makes a great deal of sense to have everything joined up and part of your central strategy.

Used as a gateway to attract traffic to your website and increase awareness it can be invaluable. It also allows a channel where more 'behind the scenes' content can help define the perceived personality of your business. Careful thought and planning can reap great rewards.