Establish your market: Ask yourself, what is your demographic? Is it a visual product or service? Would certain social media outlets (like Pinterest, Google+, or YouTube) be more beneficial?
Plan your content: Make sure you're offering valuable, engaging content that won't make followers switch off.
Consistency is key: Make sure your brand is recognizable across all social networking sites, and fits seamlessly with your company's branding style.
Check out the competition: There's no harm in doing some market research on who your competitors are and how they do business. Whatever they do, do it better!
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