Social media strategy.
Some brands want their Facebook pages and Twitter accounts to gain visibility “everywhere”! But you need to set in place your business goals, marketing, customer service, and human resources. Which marketing ROI should be used? Many have not really thought about it. Poorly defined objectives, too many metrics, and confusion set in quickly.
A social media strategy is more importantly based on knowledge of the behaviour of your target market and its local and social activities. How do they communicate on the Web?
Before you even know how to use Tumblr, you must define how it is relevant for your brand to be present. You can implement KPIs, editorial strategy, a conversational calendar, highlights, etc..
Finally, you have, or should have, a marketing positioning for your brand. You must also define a credible and realistic positive social media positioning, which encourages your audience to engage in a conversation with you.