Here’s what you already know: You ought to be monitoring and participating in social streams for mentions of your brand; you should also be benchmarking and measuring your efforts.
So instead of telling you what you ought to implement right now, I’m going to suggest some things you ought to experiment with, so you can get ahead of the pack as these concepts become more mainstream.
1. Facebook ads. We’ve used Facebook ads with clients, and we plan to do a lot more with it, but we were really hit by its usefulness when it affected our firm. We recently used Facebook ads to help with a recent recruitment drive at our agency, and once again we were pleased with the facility and cost of the tool. You can really target this stuff pretty narrowly, and as you experiment you’ll discover opportunities to impact your clients or brand.