Social media marketing is not spontaneous — it just looks that way
As tempting as it may be to “wing it,” incorporating social media outlets into to your overall content marketing strategy requires great care and forethought.

“Content strategy starts with the big picture and then drills down to a granular level that can be implemented and measured,” writes Kathy Hanbury of the Content Marketing Institute. “It encompasses everything that impacts content, including workflow and governance.”

So before you propel your company into social media orbit, make sure you have solid answers to some key questions:

• What’s the objective for your company’s social media program? (e.g., awareness, customer engagement, direct sales)
• Which sites does your core audience of prospects and customers use? (Facebook? Twitter? LinkedIn? Others?)
• How will your company implement and manage its social media strategy?
• How will your company’s social media sites reiterate overall branding and corporate messaging

Spending some time understanding exactly what you want from your campaign and ways to achieve it will certainly pay off.