Before building a successful social media strategy, organisations must both determine the best ways of connecting with their audiences while considering their teams’ aims or objectives. This chapter provides a framework marketers can follow to help understand what they need to do in order to succeed, where they want to get to, and what key actions will help them get there. It covers:
- Research: Organisations building a new social media strategy must also look inward and conduct research to better understand themselves. What questions should marketers ask?
- The social media ecosystem: The success of a social media strategy depends on the people supporting and delivering it. Which teams must be involved in the planning and management of a social media strategy?