You’ve got compelling content, a blog, a few Twitter handles and a Facebook fan page. Done. Well, not so fast. 

Are you sure your content is optimized for search?  Have you empowered your own employees with social media?   Have you integrated a social element in all of your marketing and PR activities? 

To get more power and reach out of your digital marketing activities, make a commitment to  integrate and  further institutionalize social media across all external communications programs.  Begin with these three resolutions: 

1. Create a social culture  

Make employees brand ambassadors. Get better at syndicating content across all of your social properties and empower employees to link, share and start the dialogue.  Have leaders lead by example and hold brand and marketing managers accountable for driving the socialization of content.     

2. Optimize for search

Do your writers and editors understand SEO?  Do they know how to craft a headline, write, and organize content so that it ranks well in search. Require all writers and editors, including contract ones,  to complete writing for SEO and search engine marketing training.

 3. Repurpose 

You don’t have to write a blog entry from scratch every time.  Slice up the big study your company just published and create an engaging series.  Summarize and link to bylines authored by employees, events, media mentions and create short posts to publicize speaking engagements, linking to photos, audio and video. 

Don’t stop here – read Pam Moore’s 2011 predictions why businesses will fail at social media and get to work.