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Developing successful social media strategy Posted: 31 Mar 2013 05:39 PM PDT Businesses may also share videos and photos via the Fan page. Content that is provided to users may be shared with their friends and family. In a best case scenario, a business would post a video or some other content on their Fan page that would "go viral." This simply means that popularity of the content would soar and the content would be shared with hundreds or thousands, even millions of other users. Determine the Target Audience When creating the Facebook Fan page, one crucial step is determining the target demographic for the brand. Once you determine the target audience for the brand, invite relevant groups to engage on the Fan page. The Fan page is a great place to provide Facebook-only specials, such as a discount code for a product or a special event for Facebook users. Facebook applications also help businesses attract a certain demographic. Facebook applications may be developed by several companies that specialize in such products. Even though there is a fee for the development of an application that would target a specific demographic, the fee to build the app is generally much less costly than traditional forms of advertisement. Determine Objectives and Goals Because conventional metrics for determining the ROI of a marketing campaign do not translate well into the social media realm, the business must determine the objectives and goals that will be met with a social media marketing campaign. For example, one objective would be to grow a company's contact list. Another objective would be to track a specific promotion via a promotional code provided on the Fan page. Yet another objective may be to drive users to the brand's website. In this case, web traffic to the site may be a measurable outcome of the social media marketing campaign. Read more about social media strategy.

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