There is a lot to consider when building a social media strategy. Engagement in itself is not enough -- you need the right kind of engagement. You need to know when and, more importantly, where to engage. You need to ensure consistency of voice as well as authenticity of participation. To achieve that, you need to ensure your organization is aligned and empowered. You need the right infrastructure in place. The list goes on.

To help you think through all the critical elements of the approach, use this article's proposed "S.O.C.I.A.L M.E.D.I.A." framework.

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