So the question is actually three questions:

1. How does your social media strategy fit into business strategy?

Like all elements of strategy, your social media has to address needs and goals. Are you looking at it to affect marketing, sales, customer service, or something else? You need to think this through.

The most common use is as a part of your marketing. Businesses use social media to reach more people and to present the business as a persona, participating in public discourse. Does it replace other more traditional marketing programs for you?  Or is it an extension of other programs? Determine how it relates to the strategic marketing process of getting people to know, like, and trust you.  Set realistic goals for realistic business functions and benefits.  Social media doesn’t do advertising well. It’s about participation and discussion, not just selling. It broadens your voice, but that doesn’t mean you’re able to just shout ad slogans at people.

Social media can extend beyond marketing into other functional areas. My favorite example is the taco truck using Twitter to announce its location every day. And we can all see some larger companies using it to soften the tone of complaints. Make sure you include these elements in your social media strategy if they fit your business and your overall strategy.

What matters is that you position your social media with its business function in your business. It’s not just doing it because everybody says you should. Think of the business benefits.

2. More important, how will you execute that strategy?

Social media is littered with the remnants of business efforts that failed. That includes blogs with only a few posts, Facebook pages left unattended, Twitter accounts that are inactive, and so on. That’s because so many people think it happens automatically, when in fact you need to manage the work involved.

One of the biggest fallacies in business social media is the idea that it just happens in your spare time. The accounts are free, but the updates take time and effort.  Here’s where your business planning becomes very important: figure out where that time and effort is coming from. Who is going to do it and where will they find the time to do it? If you and your people are already working well, how then do you add this new set of duties into the mix? Is there spare time to dedicate to this? What will people not be doing so they have time to do this?

Good business planning involves not just high-level strategy but also day-to-day execution. Make sure your plan includes the details of what you expect to do with your various social media accounts, who is responsible, and how will you measure results.

3. And even more important, how will you track results?

This is always a good question for business planning: As time goes on, how will you know whether you’re executing or not? With social media, as with any other component of your business plan, you develop your metrics as part of the plan. By metrics I mean numbers such as Facebook likes, Twitter followers, mentions, retweets, pluses, and so forth. There are tools for social media measurement available on the web (just search social media measurement and you’ll see).

The main thing is having the discipline to not only track but also to follow up with reviews and revisions.  Your original plans will need changing. Unforeseen factors will require reviewing goals and metrics, changing responsibilities, and adjusting the strategy. Like everything else in your business, the planning, which includes regular review and course correction, is what ends up generating the management and steering the business.

Since 1993, the Nebraska Lottery has raised $439 million for its beneficiary funds. Projects in each of Nebraska’s 93 counties have benefited from Lottery proceeds. A few of the programs supported by the Nebraska Lottery include the Environmental Trust Fund, the Education Innovation Fund, the Nebraska Opportunity Grant Fund, and the Nebraska State Fair.

Stop by our stores and check out what the Nebraska Lottery has to offer. You have a chance at winning the big jackpot while also supporting the environment, education, and the Nebraska State Fair.

The Nebraska Lottery is a proud sponsor of GROW Nebraska.

A program of Central Plains Foundation Inc., GROW Nebraska helps maximize the state’s entrepreneurial spirit and build the global reputation of Nebraska businesses by providing sustainable business environments through business-building marketing and education. To learn more about GROW Nebraska or Nebraska entrepreneurs and businesses, visit the GROW Web site at www.grownebraska.org.

The UPC is the only barcode allowed for scanning trade items at the point of sale. Many times these barcodes must be bought in blocks which make it harder and more expensive for small companies who have one or two products to market.

GROW is excited about this program because it can help small businesses keep the cost of the UPC to a minimum, helping them increase their sales. The UPC code is a key element of being able to sell by the pallet instead of by the case, a tremendous step in growth for a small company. GROW businesses that have used this program are now in Nebraska retail establishments including GROW Buy Local stores, Russ’s, Super Saver, Hy-Vee, Whole Foods, Allen’s, Bosselman’s, Scheels and many more.

If you would like more information on this program, please contact us at info@grownebraska.org.

A program of Central Plains Foundation Inc., GROW Nebraska helps maximize the state’s entrepreneurial spirit and build the global reputation of Nebraska businesses by providing sustainable business environments through business-building marketing and education. To learn more about GROW Nebraska or Nebraska entrepreneurs and businesses, visit the GROW Web site at www.grownebraska.org.

One such story is Jim Frager with Polaris Products. Jim invented the rain rocket rain gauge – a rain gauge that always faces and tilts into the wind. His product is an odd size and has been a challenge to package. Previously he has rubber banded information to the product and has also used a large Ziploc bag with information in the forefront.

During MarkeTECH he met Sally Cohen, founder of eGrowth Marketing in Omaha. Sally has been working with Jim on his packaging and marketing, and he now has a prototype of an attractive box featuring information about his product.

“You meet people that have solutions to your problems and who meet your needs. Sally supplied the ideas for the packaging and marketing,” Frager said.

Keep your eyes peeled for information about our next upcoming conference so you can make connections with great Nebraska businesses just like Jim!

View Video About MarkeTECH 2012 >>

A program of Central Plains Foundation Inc., GROW Nebraska helps maximize the state’s entrepreneurial spirit and build the global reputation of Nebraska businesses by providing sustainable business environments through business-building marketing and education. To learn more about GROW Nebraska or Nebraska entrepreneurs and businesses, visit the GROW Web site at www.grownebraska.org.

Kitterman’s Graphics, Ogallala, NE

Kitterman’s Graphics does graphics, web sites, small market marketing, some retail, some printing, and some photo repair and digitalization. They also print on metal and do wall clings. It is all good, clean fun!

Katrina Lee Photography and Grassroots Images, Atkinson, NE

Located in the North Central Sand Hills, Katrina Lee Photography specializes in simple, hand crafted photography that celebrates the human spirit.

Daydream Candles, Grand Island, NE

Daydream Candles specializes in highly fragrant, 100% soy wax, wood wick candles and scentsationals. Each candle is a unique and one-of-a-kind creation, no two are identical. Created and poured in small batches to give the most care to each product. The wood wicks create a cozy fireside cracking sound when burned, a wonderfully relaxing environment to sit back and enjoy with all of those around.

Warehouse Surplus, Wahoo, NE

Warehouse Surplus is a wholesale supplier of general merchandise, Husker/collegiate products, and giftware. They have over 35,000 different items in their 68,000 square foot warehouse.

Franke’s Sweet Corn, Wood River, NE

The goal of Franke’s sweet corn is to produce the finest tasting sweet corn available in the market place. Now you can enjoy Franke’s delicious extra sweet, sweet corn all year long by serving your family Franke’s cornmeal mixes. Franke’s cornmeal products are not made with ordinary yellow field corn that is intended for livestock.  Instead Franke’s cornmeal products are made from whole grain kernels of Franke’s famous extra sweet, sweet corn that has been dried and milled along with ground organic whole grain wheat kernels.

GROW Nebraska is ALWAYS welcoming new members! If you or someone you know would benefit from the opportunities with GROW, send us a message at info@grownebraska.org.

A program of Central Plains Foundation Inc., GROW Nebraska helps maximize the state’s entrepreneurial spirit and build the global reputation of Nebraska businesses by providing sustainable business environments through business-building marketing and education. To learn more about GROW Nebraska or Nebraska entrepreneurs and businesses, visit the GROW Web site at www.grownebraska.org.