The first step to any social media marketing strategy is to establish the objectives and goals that you hope to achieve. Having these objectives also allows you to quickly react when social media campaigns are not meeting your expectations. Without goals, you have no means of gauging success or proving your social media return on investment (ROI).
These goals should be aligned with your broader marketing strategy, so that your social media efforts drive toward your business objectives. If your social media marketing strategy is shown to support business goals, you’re more likely to get executive buy-in and investment.