If you are going to use social media, you should track it as you would any marketing effort. One very effective tool for small business owners is Hootsuite. You should use it because:
1. You can View multiple accounts and sources. You can have a personal twitter, company twitter and company facebook. Post and read from any of them.
2. Makes it possible to track your results accross networks to know if you are having any kind of impact.
3. You can schedule your messages. If you get inspired and wright several posts you can schedule them out over a few days.
4. It is free or not cost. We get a lot of value from the free account.
5. It is very easy and quick to use.
6. There is an app for all the devices that matter.