It’s not enough to have various staff members tweeting here and there, or posting to your Facebook page sporadically. In order to maximize the benefits of social media, you need a definitive strategy.
Why? Mandy Stahl, community manager, American Society of Association Executives, who spoke at Expo Next, said a strategy helps you ensure that you give your audience what they want and keep them engaged with you. It also should prevent you from “selling” via social media. This is a big no-no in the socialsphere. Followers will be turned off by the hard sell.