Conclusion
To bring this all together, your objectives, tactics, and strategies need to be aligned. They need to take into account your market, your business, and the competition. The best strategy is the one that gets you to your goals the fastest. Don’t spread yourself too thin. Remember to ask yourself the tough questions, such as:
Does your company need direct sales, traffic, branding, or some combination of these?
Are there specific influencers you’re trying to reach with a message?
Is the organization/brand subject to potentially negative material that needs to be controlled/mitigated?
Do you have products/services you sell, either directly over the Web or through leads established online?
Getting the answers won’t be easy, but it will be worth the effort!
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