PEOPLE understanding the audience and adopting the tactics is an essential staring point. Who are people that interact with your brand online, who is likely to engage, what they would like to see. All these are fundamental questions that you need to answer before implementing your social media strategy.
OBJECTIVES looking back on your business objectives together with your marketing objective. What do you want to achieve More clients (acquisition) engaging if you have already established social median fans/followers retention.
STRATEGY how to achieve your goals imagine the endpoint and you will know where to begin suggests Bernoff.
TECHNOLOGY decide on best social media platform to achieve your goals. @Forrester