Creating a strategy is the single most important thing you can do. Who and where are your customers? How do you measure Social Media and what does success look like? Your strategy brings all of this together.
Social Media must be consistent, frequent and in the right place. Without a smart tactical plan you will just be adding to the noise. People, time management and guidelines are crucial. It's time to turn strategy into tactics.
When I worked with Hootsuite I understood the importance of managing Social Media. However there is no reason to automate Social Media without careful thought. People want to interact with people.
The days of using Social Media without paying are long gone. However the unique nature of Social Media gives you opportunities to advertise like never before. A fine balance between hyper-targeting and great content is needed to be successful.