Social Media Week (SMW) is a leading international social media event with local presence and global reach. Social Media Weeks aims to “capture, curate and share the most meaningful ideas, trends, and best practices with regard to technology and social media’s impact on business, society and culture”.

Popping up everywhere from Berlin to Mumbai this month, Social Media Week comprises of a number of conferences and events throughout key cities. In the UK, London is playing host to SMW. To mark this, I’ll be blogging every day this week on a number of key topics about social media platforms and answering some frequently asked questions.

This blog will look at the basics of social networking and what they mean to organisations and businesses.

Social Media is probably one of the most revolutionary changes to business commuications in the past decade. It’s an irresistible business bandwagon and impossible to ignore. The problem with this is that as a result of boardroom buzzings a lot of social media has been cobbled together and chucked online without much thought or purpose.

Choose your channel

The days of the “build it and they will come” mentality are long gone (unless you’re the irresistible Krispy Kreme!). Channel selection is critical. You need to get to know your business, your customer, your marketplace and what the competition are doing well and badly.

Know what you want

Think about each and every single piece of content that you put online. Consider why you want it online and what you want to achieve from it. On a number of different channels there are analytic tools which allow you to accurately measure the results of what you’re doing.

Put in the time

The biggest crime against social media is to leave it as a derelict ruin. It might sound like a great idea to have a blog, a Twitter account or a Facebook Page, but if you can't put the time in then you may wish to think again.

Don’t wing it

The trick to social media is to plan. You should set up a diary for your social media activity and schedule in key events, posts and other features to compliment your day to day activity.

The Mona Lisa trick

Great use of social media is both an art and a science and should be treated as such. There are many different approaches and examples of success, however everything you do should be in line with your brand and organisational objective, maintaining a consistent tone of voice between you and your audiences.

'Sprezzatura' is a wonderful Italian word that literally means the 'art of looking good effortlessly'. One of the finest examples of sprezzatura is the Mona Lisa whose facial expression has mesmerized millions. Your social media activity should strive to achieve this, not looking like you’re trying too hard, but showcasing quality and consistency.

Follow these steps correctly and your social media strategy could end up as your very own digital Da Vinci!