Things that make for effective social media marketing are:
Time and Dedication
From what I have read, social media marketing takes time and dedication from the business or persons trying to use it. You cannot do it half way!
Using the proper Social Media Outlet
Do not use the wrong social media outlet if you know your consumers will not come to that specific place.
Engaging Your Audience
Ask questions and make your posts fun. Make people feel like they are a part of something.
Do Not Ignore Comments or Questions
Don't ignore anyone. This is harmful to your business. People want to know that you care!
Realize That It's Called SOCIAL For A Reason
This goes hand in hand with the previous statement. You must interact with your audience.