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Come up with at least three social media tools that work for your business, and use all of them regularly. You don’t need to use them all equally, but you need to be conversant in more than one social media language in order to stay on top of the competition.

But, you can’t start coasting once you’ve taken this step. Keep paying attention, since new social media tools pop up regularly. You don’t have to (nor should you) adopt them all—but you do need to learn enough to know what they can (and can’t) do for you, and whether experimenting with them is worth your time. By diversifying your approach, you avoid the fatal mistake of putting all your social media eggs in that one proverbial basket.