One of the frustrations of social media is its apparent randomness. One blog post, Tweet, Facebook status update, etc., will provoke a wave of hits and comments while another – seemingly similar – will be virtually ignored. As a result, using social media to build your business can be like trying to get struck by lightning – over and over again.

Think about your personal social media adventures. One day you post a Facebook picture of your cute little niece with ice cream smeared all over her face, and – lightning strikes! – the crowd goes crazy. A day later, you post one of your nephew looking all Norman Rockwell-esque as he takes a bite out of his hot dog at a parade, and … nothing. Tweet about last night’s episode of The Office and – zap! – you’re the reTweet champ; a week later, Tweet out a witty remark about Michael Scott’s latest gaffe and you’re the Omega Man – all alone.

While this unpredictability is annoying in the personal social media space, it can be devastating if you’ve made social media a key part of your marketing and communications strategy. Suddenly, it’s not just a matter of personal pride that you scored an extra 50 followers on Twitter – it’s a matter of bread on the table ...

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