This document outlines strategies for building a data-driven social media marketing strategy. It discusses defining goals and metrics, choosing tools to track performance, and using data to improve efforts. The key points are: set goals like reach, traffic, or conversions that align metrics like followers, shares, links clicked; select analytics tools like Google Analytics, Mention, and Kissmetrics to measure metrics; then analyze data to enhance strategies through influencer marketing, user generated content, or paid ads.