Success in social media is defined differently by many. Most agree that Random Acts of Social Media (RASMs) and Random Acts of Marketing (RAMs) are not going to get you to the ROI hall of fame in 2011! Most also agree that social media should be executed under the umbrella of a plan with a focus on integrating into the DNA of your business in support of broader goals and objectives.

So, for the sake of this post let’s assume we have a plan, we have goals and we have objectives. One might think, “great, we’re done planning – now let’s go tweet about it.” Wrong! Don’t head straight to the tweet deck until you have taken the time to understand your audience. Get inside their head and figure out what makes them tick. What attracts them organically to you, your brand and your services? Hopefully you already did this as part of building your plan, establishing your goals etc. However, I know most of you have not, thus the reason for this post!