Good social is a system.
What’s more, just like any effective marketing activity, good social starts with a solid strategic plan that answers these questions:
What is the business case for social (or any other digital or traditional marketing layer for that matter)?
What are the key market, channel and user behaviour insights that will underpin a winning strategy?
What has worked elsewhere or is proven social best practice to deliver your business objectives?
How will the social strategy work in an integrated way to drive both short term (making the till ring) and long term health of your business (building awareness & attracting good quality prospects)?