Clarify what you want to accomplish

Reference: Steps to a Successful Social Media Strategy, by Rebekah Radice.

I appreciate any strategy that begins with goals, for instance, weighing the question: What are you trying to accomplish?  You may be inclined to ask this vis-a-vis social media, and that's perfectly fine.  But I'd encourage you to ask a more important first set of questions:

• What are you trying to accomplish with your business, organization, brand etc, and how does social media help in this regard?  
• What else do you need to do to accomplish what you want to accomplish?  
• How does social media fit in among your initiatives or action steps?