This document provides guidance on developing a social media strategy. It recommends listening to what customers are saying about your brand online through searches, social profiles, and dedicated software. The document also suggests determining your goals such as spreading messages, making existing marketing more interactive, establishing credibility, understanding customers, and helping customers support each other. It then discusses strategies for engagement, appropriate social media tools to use, and metrics for measuring the success of efforts through numbers of followers, comments, key influencers, and share of conversation, as well as analyzing traffic and discussions.