It's always nice to have a Social Media plan in place. There are unlimited tools online, but here is a simple one from Convince & Convert. It's a good rule to find a decent set of steps to follow, and then refer back every once in a while to make sure you haven't lost your way!
As a business owner, there's a certain point where you should realize that social media, blogging, and other web strategies are simply that, a strategy. There are a million different ways to sync, coordinate, produce, and organize your content, but when you're spending all day working... how do you do it all? First, you have to understand what the purpose of social media is, and make sure that you NEVER forget it.
The purpose of social media to be social.
Of course there are many different side effects of being social, like customer satisfaction and brand loyalty, but BEING SOCIAL is the first thing that you should think about. If you lose sight of why you're tweeting or updating your status, then you will lose your following. When I say lose your following, I don't mean losing the number of likes that you have on your Facebook page. Just because someone has liked your page in the past, does not mean that they see or even CARE about what you have to say. I always try to keep a ratio of promotional posts to a minimum on social media, because people aren't there to buy your stuff. They are there to talk with their friends and see what kind of spaghetti that LeBron is eating. It's easy to get likes, but it takes work to get people to interact.
Social media is hard work.
You should understand that there is a difference from your personal accounts, and your business accounts. When you're tweeting to your business followers, you should consider it part of the job. You should take it seriously and put a plan of action together. That doesn't mean that you can't have personality or have fun with interacting with your followers, but there has to be order. Developing a strategy can be complicated, but it helps to have a platform in place before you start posting random pictures and posts. There's a reason why "Social Media Manager" is a fast growing career path for many people, but even if you pay someone to do your social media, you should always stay connected to your followers and spend a certain amount per day being social.