We’ve all heard about the amazing bounty that social media can bring to the doorstep of our business, but it can be difficult to assess whether, when, and how to begin integrating social media into our traditional client relation processes. How do you prepare, and what should you focus on? As a starting point, ask yourself the following questions:

Why am I considering social media marketing? What am I trying to accomplish?

Are you aiming to establish or grow your reputation? Increase sales? Are you interested in listening, giving, and sharing in a conversation? Clearly defined objectives reveal corresponding tactics, and metrics.

Is my target audience using social media?

Ask your best clients if they’re online and what they do there. How active are they on Twitter, Facebook, Flickr, TripAdvisor, YouTube. Do they check-in on Foursquare? Do they read / create blogs? Do they shop online or research treatments before approaching a clinic and do they contribute a review afterward? Do they send and receive email every day?

Do I have the infrastructure in place that will support my social marketing efforts?

Participating in social media is not an end in itself, it is a means to an end, an integral part of an overall plan. If I love reading your tweets or the summary of your LinkedIn profile, I’m going to poke around your website. Does your website clearly and immediately show me that you have a solution to my problem? Do you have an opt-in form and offer a free information product in exchange for my email address? Your mailing list is one of your most important assets.

Have I considered the risks of social media and are they manageable?

Do you have buy-in from other clinic practitioners? Are your staff members on board, and do you have policies in place to guide their social media use? Do you have a well-prepared social media strategy? Are you able to hear and respond with skill to negative feedback? Are you prepared for long-term, somewhat nebulous return on investment? Do you have adequate resources behind you?

Can I sustain a social presence online or can I hire a community manager from among my staff?

Above all this is a social sphere. You have to be a good communicator, and you have to like people in order for this to work, so this is no place for shrinking violets. You also need to be authentic and consistent, so once you start, be sure you can sustain your efforts.

After you green light your endeavor start small (i.e., one channel, with a very manageable posting frequency) and above all, start with listening: take part as an observer before you take part as a contributor. Once you do start contributing, be sure to add value to the conversation. Don’t be the salesy creep who shouts out ME ME ME every single time.

Social media is a phenomenon that’s here to stay, and as more and more customers and clients come online the greater the demand that our businesses be there too.