Investing time and resources in a social media strategy is only a smart move if you have a well-defined approach. Too many marketers make the mistake of trying to talk to everyone in every social channel, which makes it impossible to define the right voice, content, and measure of success. A better method is to narrowly identify whom you want to listen to and communicate with. Are you targeting Millennials entering the workforce, dads with young children, or senior executives nearing retirement? What are they doing on social media, and where are they doing it? What are consumers saying about your brand, products, services, and competitors? Start with simple Google searches on your brand name, analytics tools within social networks, and secondary research sources, such as Pew Research and Edison Research, to identify larger trends in social media use. This information will set you on the right path to defining a targeted strategy.
Adapted from "Fix Your Social Media Strategy by Taking It Back to Basics," by Keith A. Quesenberry
