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.