Just like conventional marketing the activities on social media platforms should be guided by a social media strategy.
A well-functioning organisation would never engage in any other marketing activity without making sure that it undeprinned the overall strategy of the organisation, so social media shouldn't be any different.
A social media strategy does not have to be a huge document – it could be included as part of the general marketing strategy of the organisation.
What is important is that all employees know how the organisation wishes to be portrayed online and for the organisation to know who they would like to interact with.
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