Companies using digital media tactics should remember that being dynamic and fluid is essential but equally important is listening to the community.

Many companies “do” social media, but far fewer do it well. While brands enter into social media with various goals in mind, an overarching objective should always be to build and retain audiences on social channels. Putting a strategy together up-front around content, cadence and voice can generate consistency and drive regular interactions that can turn casual fans into brand advocates. Framing content with targeted ad buys, listening to an audience’s feedback and effectively measuring results can help build community and make a brand’s voice heard over all the noise. Keep in mind that the ideas below are standard practices, but every digital strategy should be customized for clients.

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