This is a very good list of best practices for developing your social media strategy. The first paragraph sets the tone:
- Social media is not a strategy. How does social media fit within your overall communications strategy? Twitter is not a strategy. Facebook is not a strategy. These are tools and venues. Identify the audiences you want to reach, decide what you want to accomplish, research where your audience(s) are (or are not) participating in social media, how they behave there, what their media diet is, what technology they use and how they use it.
There is also a good list of links at the bottom of the article for further resources.
from eStrategy Internet Marketing Blog, by David Erickson