Social media marketing is considered to be the best way to reach the prospective customers. But it could be a disaster also, if not done with proper planning and strategy. Jeff Foster (Co-founder and CEO of Tomoson) in his article “How to build a social media marketing strategy that works,” discussed about some tips for building a good social media marketing strategy. That are:
• Understand your goals
• Create measureable objectives
• Characterize your customers
• Look at the competition
• Develop your messages
• Choose a content plan
• Choose your channels

For building an effective social media marketing strategy an organization need to define their mission that could increase their sales, creating brand awareness, etc. One should choose one or two missions at a time to make marketing more effective. To know more about these tips and their benefits, read an article: http://www.entrepreneur.com/article/246085