Why do you have Facebook or Twitter? To engage and interact with your audience. Lets look at a model of engagement that is very similar to the one used by our military in various parts of the world. This post will avoid the political aspects of our foreign policy. It is only meant to compare your digital strategy with the one used by the finest military in the world.
First thing that needs to be established is the main base, i.e. your website. Its main purpose is to supply content and establish a presence in the digital world. Contains EVERYTHING that is important to your digital presence.
Next focus is getting your content to the population. Set up your outpost in the various social media worlds. Get your valuable content out to your audience.
Now that you have gotten your content out there, you need to listen. Use the feedback to rework and perfect your content. What is the point of having an outpost if your not going to listen?
Think about this strategy and IMPLEMENT IT.