The document provides guidance on creating a successful social media strategy. It recommends determining objectives by defining specific and measurable goals tied to business objectives. It also recommends analyzing customer behavior to identify preferred content and influencers. The strategy should include creating a content plan and calendar to execute engaging with customers. Performance should be regularly tracked against objectives and key indicators to evaluate success and make adjustments to the strategy. The overall message is to treat social media as part of the business by focusing on objectives, analyzing customer needs, and continually improving performance.