If your company is considering using social media marketing, it is recommended that you ensure the major stakeholders within your organisation support the initiative. The first thing you need to do is have them answer the following questions:
Why do we need to do this in the first place?
What are we hoping to achieve?
How much are we willing to spend?
How many resources will be required?
How do we measure effectiveness?
What could go wrong?
How will we benefit?
What is our competition doing?