This document provides guidance on developing an effective social media strategy for an organization. It emphasizes the importance of linking social media goals to overall organizational strategy, customizing messaging for different social media platforms based on audience, establishing both tangible and intangible goals, measuring outcomes, engaging stakeholders, maintaining a presence on key platforms, being responsive to feedback, and continually learning and adapting strategies. The overall message is that a strategic and audience-focused approach to social media can help organizations better communicate their value and serve their stakeholders.