The best social media strategies are those that identify and target specific goals and objectives. What do you primarily want to use social for? Awareness? Sales? Loyalty and retention? Pick one.
What key measures will you use to evaluate social media effectiveness? What constitutes success for you? How are you going to determine if it is making a difference in your business? Will you measure ROI?
With whom will you be interacting in social media? What are the demographics of your current or prospective customers? How does that impact what you can and should attempt in social media?
What problems are you offering to solve for people? How will you present your solutions to those problems? What content helps you present those solutions? Show your expertise.
Who are your competitors and what are they doing? Are there lessons you can learn from their social media messaging? Can you outperform them? Can you reach their audience?
Where is your audience hanging out? What channels do they use? Use those channels to discuss what you do and present the problems you solve. Locate your core customers and use their preferred channels.
Social media is about connecting with people. Long term engagement and loyalty is more easily built with a consistent and authentic voice. So how will you do that?
Depending on your social media channel, there will be varying levels of organic reach. If you need to spend on paid social, how much should that be? How do you best allocate budget effectively?
Will one person within the company take charge of all social media. Or will there be a cross-functional team who work together to help create content and deliver on the social media roadmap.