These days, it seems every client is asking their agency for social media ideas by the truckload. It makes sense with the growing audience spending so much time on sites like Facebook, YouTube and Twitter. But before you jump in and start setting up profiles and updating statuses, you should ask your clients some questions of your own.

WHAT ARE YOUR GOALS FOR GETTING INTO SOCIAL MEDIA?
Are they trying to reach new customers or better engage with their core audience? Are they trying to establish a new channel for customer service? Or did a board member read an article about Twitter and ask the CMO why they weren’t doing anything? You will definitely want to dig a little deeper to understand their motivation and objectives before you begin.

WHAT VALUE WILL YOUR BRAND BRING TO YOUR CONSUMERS’ SOCIAL EXPERIENCE? Social media is not free. Engagement is the price of entry. If your client is just looking at Facebook or Twitter as another medium to broadcast messages, they’re missing the point (and benefit). You have to provide value either through content or conversation.

HOW WILL SUCCESS BE MEASURED?
This goes back to your client’s social media goals. If they want to reach new customers, then the number of followers/fans becomes the metric. If they are trying to engage their core audience, it’s time spent with the brand and number of posts they leave. If it’s customer service, it’s the number of issues resolved using social media, or reduction in calls to the call center, etc.

HOW WILL PEOPLE FIND YOU?
“Build it and they will come?” No, Facebook is not the field of dreams. Sure, there is a certain level of organic growth, but if your goal is to grow an audience, you will need a strategy for getting them to your Fan Page or Twitter stream. Look for integration points in your search, traditional, online media campaigns.

These questions are in no way meant to discourage your clients from getting involved in social media. They are, however, meant to encourage discussion and to help them understand that the same level of planning and strategic thinking that goes into executing any marketing campaign should also go into their social media approach. After all, even though you’re only using 140 characters, you never get a second chance to make a first impression.