Social media are important, but simplistically diving into Facebook or Twitter or LinkedIn is not the best starting point.
If you don’t have a social media strategy, a reason to engage, a purpose in talking to audiences through these channels, it will be akin to blindly trying to find your way around a darkened room.
You know it’s a good idea but you keep bumping into the furniture. Worse, you might inadvertently bump into another person without meaning to.
Much better to turn on the light.
And find out who the real audience is. How their connections work, and who is most influential.
Commission a social media audit to discover the details of those individuals that really count to your organization (remembering to define the criteria that set the context for such an audit).
Once you know who you’re talking to, you can define your message and marketing strategy, and be confident about which social and mainstream channels you should use.
Driving business growth by knowing all of this is much better than crashing around in the dark.