An "extreme makeover" on television leads to a social media strategy triumph. Experts agree there are three things common to such success: forethought, careful plan execution, and ongoing measurement.

Engagement planning is like media planning on steroids. Instead of planning where and when to buy media, engagement planners plan where, when, how, and with what kind of content (and at what frequency) to create earned media through community development, outreach, and digital dialogue.

Social media campaigns and demand generation usually do not go hand in hand. Perhaps that's due to a disconnect between the corporate communications department, which owns social media, and marketing, which owns demand generation. Yet as the following slides demonstrate, the two can benefit from each other in a number of ways.

Once you have a pretty good sense of the audience you’re targeting and what kind of content you will most likely need to create, the next step is to create an editorial calendar that lays out when and where to share that content. Here are 7 simple steps to set up your own editorial calendar.