by Kara Trivunovic, Director of Stregic Services, StrongMail.

Although social media has permeated all elements of popular culture, the issue of how to actually make it turn a profit remains unresolved.

For so many companies, the attitude appears to be posting an occasional tweet, creating a Facebook page, and simply hoping that customers will get involved. Many brands shy away from social media because of the fear their fans and followers may say something negative or turn on them.

However, this emerging channel cannot be ignored, least of all by marketers who want to make the most of their campaigns. The answer to strengthening customer bonds and turning social media into a profitable channel lies in the intelligent use of your email subscriber database.

As you begin this process, it is important to remember the three top tips for success:

1. Define your goals and objectives
2. Identify the right subscribers to get the message
3. Employ the right tactic to meet that goal

Putting these plans into action, however, is not as simple as 1,2,3. Marketers will need to carefully plan their social media strategy to help them achieve the best results. But if you bear the following points in mind throughout in your campaign, social success could be within your reach.

Determine your Best Customers
What you need to do first is a little data diving: identify those in your database who are likely to evangelise on your behalf. That could mean your most frequent purchasers, those most engaged in your email programme or brand, or anything in between. The first step is to find them.

Incentivise them

Next, you need to incentivise these customers. What will it take to encourage them to tell their friends and networks about their experience with you? To find this out you may need to experiment, survey them, give them test offers, etc. By doing so you can put your finger on their pulse, helping you to drive the desired behaviour. Last, ask them to do exactly what you want them to do. "Tell your friends to subscribe for..." "Tell your friends about us." "Tell your friend about your recent purchase and all the money you saved." You get the picture.

Listen to them

Your customers are out there talking about you, your brand and your service in the social sphere. They are providing a brutally honest peek into how they really feel about you. And you owe it to them to listen.

If you notice a common theme or topic emerging frequently, then there is likely something to it. You may want to actually incorporate it in your content—a little tidbit that could really bring the story full circle.

Engage them
Trying to match your subscribers to your fans or followers can be difficult to do. But what if you just ask your subscribers? Really, ask them to follow you on Twitter or fan you Facebook. Offer and incentivise and always include something fun and off the cuff for those who already do.

The key is to make your value proposition very clear and differentiate what your subscribers get from you on Facebook, on Twitter and via email. You need to provide a real reason for them to engage with you in all of these channels—not just tell the same story in all three places.