Success in social media is dependent on appropriate goal-setting, quality analytics and good community management. In my experience, strategy is key.

Set your goals

  • Identify what you already do well and extend that practice online.
  • Liaise with management and communications professionals to determine what you want to achieve.
  • Plan ahead of time how you’ll know it’s working.


  • Keep your eye on the prize – know what you’re looking for.
  • Don’t get dazzled or befuddled by pretty tools.
  • Use the data to find out what works and do more of it.

Community management

  • Have a good policy foundation and be open about it with your community.
  • Engage people in your work – ask them what they want.
  • Good quality content is key.

For success stories, see: Lyndal Cairns’ social media portfolio.