Guest post by Becky Powell

Social media is just another tool in your box of tactics, but leaving your digital footprint requires a thought-out strategy.

Think Smarter Not Harder. Now, most journalists have their own blogs, Twitter and Facebook, so you may reach exponentially larger audiences, all from sending to one contact. And remember many communication tools are multi-purpose – embed links, photos and videos that direct readers to your web site, Facebook, Twitter and more.

Find Your Audience. Start with your key online news contacts and find influencers through blogs they prefer or followers interested in the same subject. The goal is to not reach out to everyone, but to find your niche hubs.

Strategy. Make it easy to engage your audience by integrating all communication efforts and maintaining a consistent message across communication channels. Keep it real and conversational.

Execution. Flickr, YouTube and other multimedia sites, are some of the easiest ways to reach large audiences and increase traction. Utilize “tag words” to optimize for search engines and encourage reposting by bloggers. Online events and webinars are cost-effective ways to showcase leadership, expertise and personality.

Engagement. No one wants to be a part of a one-sided conversation. Make it a point to respond to comments and messages.

Measurement. At the end of the day, it’s all about results. Agree upon achievable objectives before you begin the campaign. Key performance indicators to consider include: sales leads, sales conversions, market share, sentiment and comments. There are several online tools to help you monitor your success. Here are some of our favorites: Viral Heat, Klout, & Twitalyzer.

Becky Powell is president of The Powell Group, a public relations firm that has built a reputation for creative thinking and sound strategy that delivers valuable results to their clients.