More and more businesses are starting to drink the “Kool-Aid” of social networks. They see the need and realize that there has been a fundamental change in the way people communicate and share news and information. They also see how more and more of their competitors are turning to the Internet and social networks. This is how Facebook, LinkedIn, Twitter, YouTube, Yelp, Foursquare and Tumblr pages are created. So… what’s next?

That is the key question. If you’re asking yourself the same question, it’s more than likely the beginning of the end for this great idea. It’s time to change your focus.

companies don’t they plan to fail, they fail to plan. And when it comes to social media marketing, it’s no different. Understanding and planning are crucial to execution. Here are some things to think about as you develop your plan:

1. Have the right mindset. Change the way you think about reaching people. If you are not in the right mindset and are not willing to learn new ways to communicate, you are wasting your most valuable asset: TIME. You have to believe to commit to your strategy.

2. Understand the techno-social environment. Social networks are merging sociology with technology. One of the most important aspects of this is understanding the environment, how people communicate, and how you and your company fit into it. It’s not just about learning tools and technology. It’s all about building your own community or audience and being able to creatively grab attention by connecting and building relationships through two-way communication.

3. Don’t take a random approach. I call this “raiding”. Many companies dabble in social networks and do not have a concrete plan that is integrated into their business plan. Do you dabble in your sales approach? Do you do customer service? Integrate new ways to communicate and interact with your customers into your plan.

4. Have realistic expectations. Be realistic with your goals and objectives. Building an online community takes time and it doesn’t happen overnight, the first week or the first month of your plan. It takes time for your audience to receive your information, absorb it, and participate. Give it some time and stay consistent.

Also, don’t expect social media to revolutionize your business and skyrocket sales. It could, but you wouldn’t expect it, so use it as an addition, not a replacement, to your overall marketing strategy. It is the piece of your marketing strategy that allows you to communicate and interact with past, present and future customers in real time, which will enhance your brand.

5. commits. Give people a reason to be a part of your community and connect with your business and brand. Educate and inspire them with calls to action. Engage them with interesting and relevant content. Also, participating is not “selling” by the way. No one wants to be part of a community where sales pitches come their way on a weekly basis. Do you like people bandaging your ear at a block party?

Keep these tips in mind and start with a simple plan. But have a plan. Think no more. Don’t stress about it. Just put it into action!