Making a social media strategy

This document provides guidance on developing an effective social media strategy. It explains that a strategy goes beyond simply having accounts and posting content by focusing on specific goals and objectives. It outlines a 5-step process to create a strategy: 1) Turn goals into measurable objectives, 2) Determine relevant communities, 3) Develop tactics for each community and platform, 4) Select appropriate tools, and 5) Create a detailed plan of action. An example is provided for an objective of cultivating sources in a niche community, determining Twitter is the best tool for engagement over Facebook. The document stresses that an effective strategy requires understanding audiences, cultivating conversations, and measuring success against objectives.