The great thing about social media is conversation takes place all over the web. The bad thing about social media is conversation takes place all over the web.

A common social media mistake is a failure to focus your efforts on first creating a social media “home base” and then using your social media efforts to support that base. All too often companies get so focused on making sure they’re heard, they forget to make sure they’re heard consistently.

If you aren’t building a social media home base and creating an integrated social media strategy to support it, you may be spreading yourself too thin in your efforts. Your goal as a business is to make sure you’re putting your best foot forward each time you have contact with your audience. My goal as a consultant is to help you take things one step at a time so each step is the right one.

Understanding the Social Media Value Triangle

In the social media space, a pattern of value quickly emerges. We consistently see higher returns from blogs and social review sites and lower returns from the much-hyped, but less effective tools like Twitter.

This is because users go to blogs to read about specific topics and ideas (high context and low competition for attention.) Conversely, people turn to social news sites and Twitter as a way to see what the hot topic of the day is (low context). Since the volume of topics on social news sites and Twitter is so high, it’s also easy for consumers to miss the conversation (high competition for attention.)

While strong social media victories can be won in all areas, small companies with limited budgets must carefully invest their own resources into the outlets that will deliver the strongest ROI.

For this reason, we begin nearly all campaigns with a focus on building a rock solid blog strategy as a social media “home base” and expand outwardly into supporting services as time and budget allows.

If you’re ready to talk about the best way of creating a social media home base for your business,

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