Social media , for many, is like a misunderstood giant. Marketers know social media is important, but many don’t understand how to use social media effectively and are unable to provide measurable results. If this sounds like you, you may want to consider reevaluating (or creating) your social media strategy. Defining Your Social Media Strategy The first step in crafting your social media strategy is to clearly define the goals and objectives you hope to achieve. Having concrete goals will help you define your messages, and will provide you with a way to measure the effectiveness of your social media campaigns. Let’s face it—the overarching goal of any business is to increase sales and to turn a profit. Under this umbrella are all your other goals. These goals may include growing your customer base, improving brand identity and awareness, reducing costs or improving customer service. All these things lead back to the almighty goal—increasing revenue. Whatever your goals may b...