Unless your Web site only has 3 pages, your site should be managed with some kind of content management system (CMS) software. Generally speaking, CMS enables non-technical users to make updates and maintain Web site with little training.

Rather than marry myself to a single CMS – I evaluate the needs of each project I work on and recommend a CMS that best matches those needs – taking into account the function of the site and the clients’ budget. As a result I’ve had the opportunity to work with a broad range of systems – here are five things you need to consider.

1) There’s a learning curve
The core promise of CMS software is that anyone can make updates to their site without knowledge of HTML. When I started working with CMS I enthusiastically relayed this great news to my clients without taking into account their computer skills.

To me the CMS I was recommending were very easy to use. I didn’t realize how baffling the software would be to someone with little knowledge of how web sites are put together and/or beginner-to-intermediate computer skills.

I’ve also learned that the ease of use is related to the level of functionality offered. A CMS devoted solely to blogging is much easier to use than a soup to nuts CMS that supports everything from e-commerce to contact management and email marketing.

2) Different CMSs meet different needs
CMS solutions fall into three general categories:

Hosted – If you’re building a site that will have broadly used web functionality – such as a small business ‘brochureware’ or e-commerce site this type of solution is a good fit. For a monthly fee (usually $50 to $100) you get access to the CMS. These companies usually offer stock templates, and the better ones allow your web designer complete control over the look and feel of the site.

Installed – If you’re more comfortable having a system that’s on ‘your’ web server or need a CMS that meets more specific needs. There are a lot of CMS solutions that fall into this category – you may have heard of the better-known options like Wordpress, Jumla, and Drupal. While many of these systems are offered at no cost, keep in mind that you will need an expert to install and configure the system for you.

Custom – If you have very specific and critical business needs that need to be supported by your CMS, then you will need to invest in a custom-built system. This is usually the case for large organizations or businesses with a unique web-centered business model. Often one of the more robust open-source CMS (like Drupal or Jumla) will be used as a basis for development.

3) You will still need expert help from time to time
Many CMS (hosted systems in particular) are built to meet the needs for a broad range of users and do not anticipate every possible situation. When your CMS isn’t ‘cooperating’ you need to asses how critical your need is. If you can figure out how to get what you need done going with the flow of the system – that’s always most cost effective. If that won’t work, your web designer/developer may be able to solve your problem using more advanced features supported by the system.

4) Don’t forget technical support
Better CMS solutions offer extensive support documentation. Companies that offer hosted CMS solutions also provide technical support via email and over the phone, and are continually upgrading their systems. If you’re having a CMS installed on your server, be sure to address the issue of software updates and system support in the event of outages or other technical issues.

5. Consult with an expert before committing to a CMS solution
A lot of CMS companies do a great job of marketing their product – but are offering systems built on outdated technology that make it virtually impossible to develop a well-designed site. Unless a basic template site will meet your needs, I strongly suggest your consult with your web designer/developer for guidance on selecting the best solution.

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CMS software offers you 24/7 control over your Web site content and reduce the need for a Web master for updates. However, a CMS will not completely set you free from the need for expert help, and be prepared to invest some time learning how to manage your site. Once you do commit to a particular CMS solution, it will be costly to switch to a different platform if your business needs evolve faster than your CMS. Do your homework and thoroughly consider your current and future needs when making this important decision.

A few weeks ago I visited Facebook and saw that a friend liked a company called Vibram Five Fingers. I was intrigued with the company name, and with the click of a link I stepped into the world of barefoot performance footwear. I love being barefoot – but I don’t like cold toes or pebbles … and I can’t wait to try on a pair to see what they’re like.

This story came to mind about a week later when I was discussing social media with a client. The Vibram example struck me because I realized I had been effectively marketed to – without even being aware of it!

Everyone knows that social media (SM) is revolutionizing how businesses market themselves and interact with their customers. However, what I’m seeing is that many organizations still do not know how they can incorporate SM into their marketing plans, and they are either doing nothing, or have simply established a presence (it's easy) and are hoping for the best.

Any attempt to learn anything on the topic leads to an endless stream of get rich quick pitches and little meaningful, actionable information.

If you’re wired into social media marketing and have a strategic plan in place – read no further, this article isn’t for you. If you’re wondering where to get started and how to approach social media, here’s a simple 5-step overview.

1) Know what you want to accomplish
Many businesses establish presences on social media sites without clear objectives – other than a vague hope that by doing so somehow they will attract more customers. It’s important to start with specific goals. For example, a business service provider with an existing knowledge leadership marketing strategy can leverage SM to get their articles, blog posts and white papers in front of more people and grow its contact list. An e-learning site can use SM to alert their audience to new courses and encourage students share their success stories – and improve overall student participation and course completion.

2) Understand how the sites work, and what they're good for.
All SM sites offer the potential to rapidly connect with groups of like-minded individuals, and for your organization to participate in and be the topic of conversations. Facebook’s strategy is to become everyone’s primary portal to the Internet - and offers a broad range of features. However, you can’t establish a top-of-the-line blog on Facebook, or your challenge is recruiting, then LinkedIn will better address your needs.

3) Develop a strategy
Identify your target audiences and find out where they are and what they’re doing on the SM sites. Pick which SM sites will work best to meet your objectives, and determine which activities you will engage in for each. For example a business launching a new product needs to quickly build awareness and brand affinity. Influencers in related online communities can be encouraged to review and endorse the product driving traffic to the company’s e-commerce site and blog. Links to Facebook and Twitter can encourage people to spread the word and participate in the company’s community to get preferred benefits.

4) Look credible
A social media site can be set up by anyone in a matter of minutes. Build credibility by branding every touchpoint to the extent you can. Solid writing, high quality photography, customized landing pages, friendly and responsive interaction with your audience will all speak to the quality of your organization.

5) Create a detailed 3 month plan and keep updating it
Once you have your presences established, you'll need to keep updating the sites, and know how you’re going to follow up with customers. You should have a detailed schedule for content development and follow-up activities – update this every month and at times when unforeseen opportunities emerge. If you don’t have a plan and schedule in place it’s likely that your SM sites will gather dust after you launch them. Better yet – have your content written a month in advance.

I ran this by Michael O'Leary, a brand strategist and colleague. Michael reminded me that "A friend's recommendation is a powerful endorsement. Smart brands know that SM is where people connect with people they trust." When I discovered Vibram Five Fingers, it seemed spontaneous – I was completely unaware that what was happening was planned. As a result I approached the company without suspicion and I was open to learning about their products. And that’s the goal of any communications or marketing initiative.

Leading businesses everywhere are using social media to achieve their marketing goals. What���s your social media strategy?

For a maker of specialty food products. It's a new company, but they wanted to look like they've been around forever. Other ideas for the logo are on the right.

A few buttons for Kernel Season’s to promote their popcorn seasonings in theaters.