Think Before You Engage: 100 Questions to Ask Before Starting a Social Media Marketing Campaign

88. What Does a Social Media Strategy Look Like?

A documented social media strategy should always be developed prior to beginning any social media campaign. Particularly in situations where multiple people will represent a brand online, a documented strategy will help to ensure that everyone is on the same page and understands the brand's overall goals and objectives for developing and growing its online presence. Having it written ensures that everyone involved received the same information and reduces risk of misunderstandings or misinterpretations.

Social media strategies can vary in style, detail, and size, but you do want to make sure that it includes the essentials: a definition of what your intention for being online is and what you view as success in your efforts.

“Significant” does not have to equal millions of dollars. If the resources you spend on social media are a large portion of your individual budget, then it can be considered significant.

A high-level strategy is often sufficient for small to medium-sized businesses. “High-level” means that the information contained within the document highlights the overall objectives and plan for execution of presence development, but does not itemize individual tasks and responsibilities.

Larger businesses, or brands intending ...