Priyanka Dalal wrote this interesting post from socialmediatoday about building a successful social media strategy.
Here's what caught my attention:
"Focus on how to be social, not on how to do social" Jay Baer, Convince & Convert
Set a long term objective for the campaign. Social media is about the people hence, a lot of engagement, conversations, relations and interactions would be an indivisible part of the activities. These activities however would be directed by the objective! Break the long term objective into relevant short term goals to drive the campaign ahead.
Social Media Personality
“An image is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service." ~ Daniel J. Boorstin
In your social media campaign every single status update and comment will build your brand personality! Rather than letting it build itself in an ad-hoc manner, you must set a social media personality, for all your activities! It will help enhance the brand image and build a rapport with fans.