This document provides guidance on developing effective social media content in 3 steps: 1. Define goals by making them specific, measurable, attainable, realistic and time-bound to determine content strategy and audience. 2. Create a content mix that entertains, informs and educates the audience keeping content short, sweet and platform appropriate. 3. Develop and use a content calendar to plan, schedule, and review content and analytics, being consistent to gauge what works and doesn't work.