For as drastically different as every social media marketing strategy is, there are several common threads that apply to companies and organizations of virtually all sizes. These include things like improving engagement, expanding reach, and boosting sales. While the bigger brands have mastered these techniques, it isn't as if they're out of bounds for small businesses.

In this article, you'll learn the finer details of how to focus your social media efforts on the goals that matter most, using commonly accepted best practices and free or inexpensive social tools.