Social media is one of the most powerful tools in your marketing arsenal. If you use it correctly, you can create a strong personal connection with your prospective customers.

However, marketers often make the mistake of diving into social media without a clear plan. At best, this is a waste of time and at worst, it can lead to a PR disaster.

To benefit from social media, you need to build a clear strategy that takes into account what you're trying to achieve, who your customers are and what your competition is doing.

As with any journey, the first step in creating a social-media marketing strategy is to understand where you want to go.

  • What is the purpose of your social media marketing efforts?
  • Do you want to create or raise awareness of your brand?
  • Are you looking to increase sales, or website traffic, or both?
  • Is your goal to build customer loyalty and increase retention?


These goals aren't mutually exclusive, but you should focus on one or two: If you spread yourself too thin, you're not going to accomplish anything.