To ensure your social media activities have the best chance of creating brand value, you need to answer a couple of simple questions before you go anywhere near content development: Start with the end in mind. Why are you doing this? What is the outcome you are hoping to achieve? What role will Social Media play in helping to create this value? What does success look like? How will you know when you have achieved your desired outcome? When you achieve your goal, what happens next? These might seem like obvious questions, but that’s fine – if you know the answer to both questions, you’ll have much better chances of succeeding.