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 itself. What questions provide the most insights about the organisation’s standing, forming the foundation for a social media campaign?
  • The expert view: How do marketers at Sage, Brandwatch and The Social Element develop their social media strategies?
  • The Social Media Ecosystem: The success of a social media strategy depends on people. Which teams must be involved in the planning phase, publishing schedule and management of a social media strategy?