In this excerpt from Bernie Borges' book, Marketing 2.0, Bernie offers marketers advice on how to do proper planning to develop a social media marketing strategy. Old school meets new school when marketers do their homework through research to identify a content strategy and how to use tools such as blogs and social networks to execute a social media strategy.

One of the best presentation I’ve ever seen on how to measure social media.

Where do you start? That’s the question I get often when I’m asked how to help a company market using social media tools. The people who contact me are smart. They tell me things like, “Yeah, they said we should start with a blog, and we said, ‘like the blog we already have?’” But what comes next is rarely a simple choice.

This social media visual was inspired by two Shane Gibson tweets: "Shortening the engagement curve is about being top of mind faster; Using more than one channel/stream shortens your brand engagement curve"

Ready to jump in on the social media rave? We have tips for developing your social media strategy.