Tip - Establish goals for your social media campaign and Figure out where your audience is

This is important because your goals will largely drive the type of content you post, the types of behavior you want to drive and the places where you choose to have a presence. For instance, if your ultimate goal is to increase website sales, you might have the goal of driving more visitors to your site, or you may have the goal of increasing the number of positive comments about your product on Facebook or LinkedIn. On the other hand, if your ultimate goal is to drive awareness of your company, you may have goals around posting content that will be shared by others (especially influencers). Along with establishing goals, make sure you know how you will measure those goals. Google Analytics can help you understand web traffic and visitor behavior for instance.

by Sue Brady