Last year, social media platforms like Twitter and Foursquare boomed, attracting new users and lots and lots of business accounts. Twitter and Facebook are now saturated with business pages and accounts representing everything from mega brands to local bars.

In 2011, it will take much more than simply having an account to make an impact.

This year, expect strategies to shift as users become more aware that social networks (which were ultimately created for fun) are being co-opted by brands looking to engage directly with customers or just get what is perceived to be free advertising.

As more businesses hop on board, average Facebook and Twitter users will be more easily and more quickly annoyed by social media marketing efforts.

Join the Fray

Don’t give up! Social media marketing isn’t a lost cause. Consider the dearth of competition to be a challenge to create authentic, fun ways to interact with your clients and customers. If you already have a social media strategy, plan on improving it. If you’re just getting started, put a significant amount of thought into what you want to achieve and how much time you can afford to spend on it.

One upside to the number of businesses using social media is the “spying” factor. Social media accounts allow you to see exactly what your competitors are up to. Approach this as a way to emulate what you love about your competitors. Remember to behave! Avoid any temptation to ever foster rivalries or badmouth your peers.

Good Resolutions

• Plan on honing your efforts by springtime.
• Be willing to adapt and shift all year long.
• Accept that even if you absolutely nail your social media campaigns, you’re still going to annoy some folks. That’s just part of the game now that everyone and their dog is out on Twitter trying to make a buck.
• Follow at least one competitor on Twitter or Facebook.
• Commit to a posting schedule on your blog, Twitter account, and Facebook account. But don’t over-commit.

In 2011, be genuine. Advertising is everywhere right now. Internet users are savvy to the wily ways of marketers. Have a solid product, an honest message, and share good information and content. Be service-minded when you can. If you’re worth following, people will follow you.

Maria Mora offers friendly, down-to-earth social media consulting and editorial strategies. You can usually find her messing around on Twitter.