Social media marketing has come a long way over the years. At first, it was enough to simply have a presence. Staying in front of your audience through a few posts a week was plenty. Now, it’s a lot more complex. Social media channels continue to grow, technology enhancements provide greater capabilities to engage and learn, and audiences have higher expectations for their social engagement with your company. It’s more important than ever to ensure you’ve devised a social marketing strategy that accomplishes a wide range of marketing goals while also making use of the technologies available to you.

As you think through your social marketing strategies in this new era, consider your ultimate goals. Are you looking to grow your brand awareness among your target audience? Do you need to engage more deeply with your customers? Is it important to continue conversations…

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