Jumping into social media as a stand-alone marketing effort simply because everyone is doing it is misguided.
Social media is important in a marketing program; but is just one part of the whole.
A social strategy should be guided by the business strategy and its goals, allowing marketers to focus social media efforts and allow the social media strategy to support and contribute to the business goals.
Different business goals, such as improved customer support, increased website traffic or building brand awareness require different social media strategies.
Having a large follower count on Facebook is great, but if it doesn’t contribute to the business goals, the effort to achieve that follower base was a waste of time and resources.
Learn more about why social media should support the business strategy from Jon Gatrell on Convince and Convert.