Publish and Promote Content
Once content has been posted on all social media sites, the firm should begin to promote the content. Firms must be careful not to crowd the internet feeds of their customers as they can easily become annoying to the customer. A good rule is to post something once every few hours just to remind the customers of what is going on. It is called "updating your status" for a reason.
Measure and Monitor Results
Through the entire social media process, the firm should be measuring how effective the campaign is. If the campaign is garnering interest from customers and an increased following is evident, than the social media campaign is working. If customers are not responding to the campign, then it is obvious the firm should try to change the direction of its social media.
Keep Content Current
Social Media sites should always be kept up-to-date. Firms need to be aware of what is going on with their customers, as well as what is going on around the world. Firms that lag in this area will not be seen as reputable in the social media arena.
Be Open to Suggestions
Sometimes suggestions on how to improve effective social media can come from within a firm, or even from customers themselves. The best evaluators of social media are the customers so firms should always be willing to hear their opinions. Firms shoud always want to improve their own social media and should encourage all suggestions and ideas.
Modify, Rinse, and Repeat
After a social media campaign has concluded, the firm needs to evaluate the overall success of its social media. If it is effective then the firm should repeat a similar campaign. If not, the firm should be willing to modify its social media and go at things in a different direction.