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The Essential Social Media Marketing Handbook by Gail Z. Martin

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CHAPTER TWO

CREATING A SOCIAL MEDIAPLAN AND PLATFORM

In order to be successful on social media, you’ll need both a plan and a platform.

Your plan is your strategy, laying out a roadmap that helps you determine what you want to say and to whom, what you hope to get out of building relationships, how you are going to measure success, and what actions you intend to take to achieve your goals.

Your platform is the foundation from which you build your online credibility. Your platform establishes and reinforces your expertise. It’s the cumulative impact of all of your content and social media interactions, which support (or diminish) your brand and extend (or negate) your influence.

Ideally—and with careful thought and preparation—your plan and platform ...

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