Once you have the results from your research, you can use that insight to plan a social media marketing strategy. Strategy is a lot more than just signing up for a Twitter account or submitting an article to Digg. Strategy encompasses planning, setting goals, deciding what to measure to ensure those goals are met, determining how to engage with your audience, who engages, what conversations need to be had, and so much more.Don’t embrace a marketing tactic just because you heard about it on the news or your vendor tells you “they know how to implement it.” Ask you and your team: Does your research support actually implementing those tactics? Is your audience there? Will implementing this tactic as part of an overall strategy be beneficial? Planning a strategy is like a road map that anyone on your team can read and understand where you’re starting and where you want to end.