4. Instantly change course, if necessary
That course correction Speicher mentioned is perhaps the greatest benefit to social media marketing. If something isn't working, you can change it. Try that with a print ad.
Gather all of the data you can afford, from Google Analytics (free) to purchased specialized tools, and really take the time to analyze what you're seeing, Haracz says.
"Use the numbers to adapt and further the conversation," she says. "Use the numbers to enhance your engagement efforts. If people are listening, they are also potential customers."
Most importantly, be fearless. What's done, in this case, can be undone.
"Don't be afraid to change your plans," Cavanaugh says. "Use audience feedback to evaluate what's working and tailor your strategy as your campaign grows and technology changes."
Including social media as a part of your social media effort is no longer optional, and once you take the plunge you'll realize its benefits far outweigh any negatives. So come on in, the water's fine.