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Perhaps one of the most effective ways to market your business on social media is to use it as a customer service tool. The benefits include being able to publicly respond and alleviate any negative feedback or issues and it shows other potential customers that they’ll have a direct line to you.

As Business Journal reports however, great customer service, which in turn means great PR for your business, doesn’t happen by accident. It takes planning and effectively executing that plan.

That all starts simply enough by having the right people in place. If you want great customer service, you should employ a staff capable of humanizing your social media presence while staying within your desired message. Second, in order for them to execute your plan, they have to know what it is. You should clearly define and spell out how quickly they should respond to messages and a plan of action of how to deal with them.

While building your customer service practices, be sure to measure how well you’re doing just as you would study analytics for new ad campaigns. If your customer service isn’t bringing you more customers or more repeat business, you need to change something.

There’s Facebook, Twitter, Google+, LinkedIn and Pinterest. All offer something unique and a unique demographic to those that create a presence for their business there. So which one is best suited for the needs of your company?

Jen Wilson, of Business Journal, recently published an in-depth look at who exactly is using each site and what type of company will flourish there. Here’s a quick rundown of the findings.

Facebook: Best suited for established brands with a dedicated following that will share success stories. Ages 18-55.

Twitter: Great for developing relationships with customers and for PR. Younger demographic than Facebook with an added bonus of well-known personalities among the users.

LinkedIn: B2B sales is perfect here, but it can also be used to establish yourself as an expert in a given field. Wide age range, but users are college educated and often advanced in their careers.

Google+: Tech companies, internet services and gaming works great considering there’s a high concentration of young, tech savvy males here. Also, get a boost in search as your picture appears with your articles or web site.

Pinterest: Any image driven company, specifically fashion or design but could even be adapted for certain types of sales. The best place to market to women under 50.