This document discusses strategies for developing an effective social media marketing campaign. It recommends starting by researching audiences and key terms through Boolean searches on various platforms to identify topics of discussion and influencers. Once opportunities are discovered, the findings should be prioritized and initiatives established. The campaign is then deployed while continuing to listen. Performance is analyzed and the campaign evolves based on learning. Specific guidance is provided for platforms like Facebook, Twitter, LinkedIn, YouTube and Google+ to help engage audiences and drive business goals.