I always suggest to not start implementing a Social Media marketing strategy if you don't have the following points very clear.
1. What your goal is:
What do you expect to gain from Social Media? If it is only sales, prepare yourself to be disappointed.
Not because you can’t improve sales with Social Media’s help, but because sales will only be a result of achieving one or more of the marketing goals below.
The basis of a clear and successful marketing plan is determining which of them is your goal, which one do you want to be, after that it is much easier to create a successful marketing strategy plan.
Some of the main goals you can work towards which will result in a considerable ROI for your Social Media marketing will be:
To be:
-Leader in your Industry
-Innovator
-Customer Service Leader
-Content Leader
-Educational Leader
-Non-Profit Leader
You'll only see an increase in sales once you have achieved one or more of these goals.
2. Who your target market is:
If you are a B2B company, the key question is, are your clients a B2B or B2C company?
- If your clients are a B2B company then you need to understand that you are not talking to a company but to the people that manage or work for that company.
- If your clients are a B2C company, the best approach is to be an educational or content leader,educating your client’s clients to increase their sales and by default your sales.
Whether you are a B2C or B2B business, make sure you understand your target market interests, location, gender, age range,etc..
3. What your message is:
We always suggest to our clients to write 10 clear messages on, for example:
- What problem does your product or service solve,
- What is its value,
- What difference will it make to your clients
- What is unique about your business in comparison with your competition.
Once you have these ideas written and clear, make about 10 messages as if you were talking to your audience in front of you. That messages will be the foundations of your strategy and how you communicate with your audience online.
4. What are the right social media platforms for you
Twitter and Facebook are not necessarily the ones you need.
Make sure you do a good research; have a look at which social networks your competition is using, look at their followers and see if they are within your target market, that will show you if they are on that social network, are they active or passive in their account, the age and the gender can be as well a good indicator of where they might be.
In my last workshop here in Cambridge someone said to me, "My clients are not on Facebook because they told me that they only use Facebook to have a look at their family and friends updates".
Be careful with your judgement, most people will use Facebook to look at their family and friends updates but why does that makes them not good as an audience to do Facebook marketing?
People don't go on Facebook to buy or look for a solution to their problem, but that doesn't mean they won't or they won't consider it, at the end we go again back to number 1, what is your goal, sales can't be your main goal.
Remember that sales will be only a result to achieving one or more of the goals above.

https://www.linkedin.com/pulse/article/20141020131559-26275014-first-steps-to-having-a-clear-social-media-marketing-campaign