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The Financial Times Guide to Social Media Strategy by Martin Thomas

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CHAPTER 1

DEFINING YOUR OBJECTIVES

Why this is important

It is essential that you have a clear idea of what you want to achieve from your investments in social media. Embarking on an unstructured and unfocused set of activities or simply having a token presence on the primary social media channels – something that many organisations were guilty of during the early years of social media – wastes time and money and potentially means that you are missing opportunities and exposing your organisation to unnecessary risks. Having a poor presence on Facebook, because you feel you need to be on Facebook, is worse than having no presence at all.

Defining objectives is about determining priorities, which is where things get challenging because social ...

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