The opportunity given by social media to broaden brand exposure for your small business is unprecedented. It offers global reach, simplicity in use, and, for the most part, it's free. Just signing up for a Facebook account, however, doesn't necessarily mean you can reap the benefits.

If you're new to social media, or if you're struggling with your current strategy, check out these five ways to get better results:

1. Investigate More Than Just Facebook and Twitter
Twitter and Facebook are the big two, but there's a wealth of other social media platforms at your disposal, as well. YouTube, Pinterest, and Google Plus are all very viable options. Instagram, Tumblr, StumbleUpon, Vine, and SnapChat are coming into their own, as well. Survey the landscape and try your hand at one platform at a time - remember, slow and steady wins the race.

2. Create Stellar Content
Provide industry insight that folks won't be able to find anywhere else, and put it front and center on your blog and your social media accounts. Some folks say that everything has already been written about on the Internet - well, I just don't believe that. Even if you simply share anecdotes and examples based on your personal experience, some readers may find them very useful.

Just be sure to keep your postings concise - people want their information quickly. Take some extra time when writing your titles and opening paragraphs, ensuring you grab your readers' attention from the get-go.

3. Make Sure All Comments Get Answers
If you receive an angry comment - or perhaps a boring one - don't overlook it. You never know where your next stream of customers is going to come from. Thank all commenters and consider a more detailed response if you believe a point can be made or a conversation started. Your current followers are sure to appreciate it, and newcomers are going to get the sense that you care.

4. Make the User Experience More Interactive
Ever use polls, votes, or even surveys as part of your strategy? If not, consider doing so now. To get better responses from tactics like these, try raffling off a small gift card for anyone who participates. It doesn't need to be more than $10 - social media enthusiasts love freebies.

5. Keep Track of Your Results and Progress
To track your results, use a free tool like Google Analytics or Buffer, or consider using HootSuite, which costs $8.99 per month, or MarketMe Suite which has plans starting at $20 per month. This is an essential step in keeping your strategy effective and relevant as you go forward. Focus on the sites giving you more bang for your buck and drop the ones that aren't.

If your social media strategy gets too overwhelming to keep up with, consider bringing on a professional to help out. You can find one at websites such as Freelancer or Guru - just be sure to carefully review each candidate's qualifications and credentials. If you can handle some of the basics on your own, however, go ahead and implement the above tips - your business is sure to grow as a result.

What successes have you found with social media marketing?