If you’re running a business and it’s not become apparent already, social media should be something that’s absolutely integral.

No longer should it be an add-on, but an entire standalone body of work, and I think that there should be a dedicated, full-time team member focusing solely on social. It should be at the centre of everything.

While I accept that I might be a bit biased in this field, I do think that it’s obvious which businesses have dedicated social teams and which don’t.

Huge companies like Sky and Virgin have long-since employed people to negate the negative comments about them online in the form of customer service on Twitter but you don’t need to be a massive company to get a slice of the action.

You also don’t need any money; you can achieve organic growth and engagement just by being creative.

What you do need, though, is at least one person who can engage your community and respond to people, to listen to feedback and to keep an eye on what’s trending and where your social opportunities might arise. The best social media, after all, is reactive.

You also need to allow time to experiment and find out what works and what doesn’t though analytics.

Social media success isn’t random, it’s extremely formulaic and you just need to find a formula that works for you.

You can’t be precious about it because if you never try you’ll never know what your audience responds to but the beauty of platforms like Twitter and Facebook is that you can measure everything.

There’s never been a better time to be able to know so much about users, customers, readers, punters and literally anyone who’s actually interested in your brand.

And given the time and dedication it deserves, it can make all the difference.