For any business, it's daunting to realize just how many social media channels must be tended to. Sites such as Facebook, LinkedIn, Twitter, Google Plus, Instagram, Pinterest, YouTube, Tumblr and WordPress are only some of the outlets with strong influence in the consumer and the business-to-business marketplaces. At midsized firms, it's even tougher to keep up a vibrant, multichannel social media presence when there are fewer employees than at larger competitors. People won't always have time for these tasks.

An executive team reviews documents, laptops and mobile devices.

However, it's important to craft the company's social message in a strongly coherent way across all platforms. Your business can strengthen its brand identity, reputation and recall by having a unified philosophy and presence throughout social media. Midsized companies have an opportunity to grab an outsized share of mind in their market at little cost. To do this, executives must plan to build this coherence into their firm's ongoing social message across all channels.

Here are four things to address when building that plan:

1. The Right Social Message

Remember that not every one of your firm's posts is going to be earth-shattering or newsworthy. While each must be of sufficient quality and interest to justify followers' attention, don't create posts that are hyperbolic, except perhaps in those rare cases where a company or industry development has significant impact. Otherwise, followers will become fatigued and disappointed by hype that isn't warranted. Then, they might fail to share your posts to their social networks, even when they are significant. They might even stop following you altogether.

2. Consistent Brand Voice

Each social media outlet has its own personality; the style of users' posts are clearly different among Facebook, LinkedIn, Twitter and Pinterest. But companies must make a concerted effort to establish a consistent brand voice, one that matches the promise the firm offers for its products and services. If a midsized company is known as a longtime authority in its niche, then its topics and brand voice across all platforms should be serious and educational. On the other hand, if a brand is known as being energetic and fun, then the voice should match that attitude.

Granted, the way a message is constructed for each social media platform will be slightly different. Companies need to match what users expect on each platform, but the brand voice should not change. For instance, a longtime authority in its marketplace might leverage current events to generate a humorous or snarky Facebook or Twitter post, thus boosting viral sharing. However, the momentary gain in views will be offset when consistent and new brand followers become confused. These posts are not necessarily what they expect from your company. Clouding your brand voice causes misperceptions that diminish brand reputation. Alternatively, a unified voice across platforms makes a brand unmistakable.

3. Synchronized Timing

Adherence to a social media content calendar is important for two reasons: It conditions brand followers to look for new posts on a consistent basis, and it allows the company to coordinate posts across social media outlets for maximum impact. By putting up new posts simultaneously on all platforms, the brand eliminates confusion on the timing of important developments, such as the beginning of a customer contest. Applications such as Hootsuite and Buffer allow companies to schedule their social media posts to go live simultaneously across all channels.

4. Customer Involvement and Interaction

Don't overlook those people who already have a relationship with your company, and who would likely amplify your social message if you asked. Brand advocacy happens when customers have a story to share with others. You can tap this resource by providing advocates with small incentives. Posts that relay their experiences can greatly benefit your online marketing. Inversely, when customers post unsolicited, and occasionally negative, content, the company should never ignore it. Monitor each social media platform for customer-derived content. Make your firm's responses to such content consistent across all platforms.

Does your midsized company have any plans or strategies to amplify its social message across its platforms? Please share your experiences, ideas or opinions in the comment section below.

Rob Carey is an NCMM contributor and a features writer who has focused on the business-to-business niche since 1992. He spent his first 15 years at Nielsen Business Media, rising from editorial intern to editorial director. Since then, he has been the principal of New York-based Meetings & Hospitality Insight, working with large hospitality brands in addition to various media outlets.