How to Run an Effective Social Media Program

A few years ago social media may have been considered a luxury (or distraction), but it has since been proved to provide meaningful competitive advantage. As its influence grows, smart business owners will come to recognize it not as a project, initiative, or even a department, but as a way of doing business.

That said, just as big companies have big ad budgets that give them a sizable advantage over small businesses, they also have more resources to invest in their social media programs. But unlike advertising, the playing field in social media can be much more level. The key is to manage your limited resources wisely.

By Steve McKee

Full Story: http://www.businessweek.com/articles/2013-03-20/how-to-run-an-effective-social-media-program#r=hpt-fs