Before you start your Social Media activities, it is important to go back to the core of your business. If you could describe your company in one sentence, what would it be? Write it down, as simple as possible, so everyone immediately understands. This will not only help you to know if you’re on the right path, but also helps you discover where (and by who) your brand is being talked about.
Since it’s now clear what you’re doing: try to figure out how people talk about your business. How’s your online findability? Are there questions being asked about your product and/or services? Do they have feedback which you can work with? And most of all, don’t forget to take a look how your competitors are positioning themselves. Analyse and research! This will help you form your strategy. A good start is half the work.