The most important thing is to have a solid plan and strategy before making the first post. I do extensive research to be sure that I have an intimate understanding of the product, the market, the company’s followers and the desired results. Once the campaign has begun, I use analytics to track results and make small adjustments as necessary to optimize the campaign’s effectiveness. I also leverage each social media platform to drive traffic to the others, increasing overall exposure. However, none of that matters if the content falls flat, so I make sure that it is engaging, encourages interaction and is highly shareable.