Five golden rules to keep chats humming

1. Focus on strategies and not tactics or tools
Tactics such as postal mailers have changed over time to include electronic mailers. Keep your eye on strategies, or the overall direction, rather than be overwhelmed by the changing social media tools.

2. Pre-empt, do not react
Monitor your social media space, For instance, watch for signs of trouble (like a sudden wave of customer complaints about one of your products) and address those reactions quickly.

3. Reach out, not pull in
Your audience may be on Twitter, Facebook and newspaper forums. Engage your audience where they are rather than peppering these sites with links in a desperate bid to drive them to your site.

4. Focus on quality, not quantity
Rather than trying to drive up the number of followers to your site, build up the relationship you have with your followers. But for a quick ramp-up of numbers, tap on influential bloggers (like subject matter experts and popular bloggers) to champion your message.

5. Respect your audience, not belittle them
In a social medium landscape, your audience has as much power as you do. Talk with them, not talk down at them.

Source: Bill Handy

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