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

95. How Often Should I Update My Strategy?

Success can be defined in so many ways. Be sure that your team is aware of what success means to the brand, and write it down. Because there are many different platforms, and there is the potential of millions of eyes on your brand, you will want to be certain that you have a solid understanding of the path you want your brand to follow online.

It can be easy in any situation to lose track of a goal and get distracted by everything going on around you. If you initially set out to reflect your expertise as a fitness instructor, but then find yourself starting an interactive public relations company, you might not have followed the path to your defined success. Although things may ultimately work to your benefit, allowing yourself to be derailed by external influences does not always work out. Even if you are okay with following a new path, be sure you revise your strategy to include this information.

Strategies should be considered working documents. As you begin to develop an online presence, you'll find that some things really don't go as planned. Perhaps you found a better or more efficient way to achieve your goals. Maybe a new service is available that you want to include in your plans. Either way, you'll need to be sure that your strategy is frequently updated to include every, and any, part of your plan and implementation.

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