With a new year comes a chance for companies to make changes to their online marketing strategies and gain the social learning opportunities they seek. As 2011 comes to a close, several news outlets are offering advice for businesses that use social media.

For example, PCWorld served up several tips for professionals to consider in a December 28, 2011 article. As more people set up accounts on Facebook, Twitter and Google+, social media strategies will become a necessity, according to the news source.

One of the first things the news outlet suggested professionals do is claim their name across social media websites. This means setting up company pages on LinkedIn and Google+. Starting accounts on these platforms alone can lead to more relevant search results on the internet.

Beyond setting up social media accounts, professionals need to establish clear goals that align with a monthly plan, the news source stated. It helps if companies define their reasons for using Facebook and other interactive websites. For instance, are they looking to drive more traffic to their websites, or simply help customers? Having these goals in mind can help businesses work towards achieving them and provide employees with the proper training.

At the same time, these goals will not help if companies have no way of measuring their effectiveness. As a result, the news outlet suggested that businesses turn to programs like Google Analytics as an affordable way of tracking website visits that come through social channels. However, people will never visit an organization’s Facebook or Twitter page if they do not know they exist. For this reason alone, professionals should be sure to print the URL for their social pages on business cards and other materials.

In the new year, many companies may have an interest in integrating video into their social media strategies. In fact, Mashable expects dedicated budgets for social video campaigns in 2012, according to a December 29, 2011 article. This is due to the fact that brands have moved beyond testing the waters in this area and realize that this content can attract, motivate and engage online audiences.

As 2012 approaches, retailers might reconsider the type of customer they want to target through social media. On December 29, 2011, Mashable also highlighted the important role mothers play in brand sales.

Women in general end up making 85 percent of the purchasing decisions in a household, according to the news source. In a September 22, 2011 article, Mashable also reported that women use social media more than men. As a result, companies may want to pay attention to what types of campaigns have been successful with this demographic in the past.

Furthermore, the news outlet stated that mothers tend to spend more time on Facebook, where they talk and learn about goods and services. As a result, companies that create products for this specific audience may want to consider the social learning opportunities that can accompany a presence on Facebook.

In the event that companies want to increase their social media efforts in the new year, but do not have the capabilities to do so, it may be time to outsource these responsibilities.

On December 29, 2011, The Next Web highlighted the results of the Social Media Examiner’s 2011 Social Media Marketing Report. Data revealed that during the past year, 28 percent of marketers outsourced their social media duties. This figure was double what it was in 2010, which leads the news source to believe that in 2012, about half of marketers will look to others for help with their social needs.