By now you'd be hard pressed to find a business that doesn't have some presence within social media channels - but there's a marked difference between having a Facebook Page and actively engaging in effective Social Media Marketing (SMM). It doesn't matter if your marketing department is a staff of one or one hundred, in order to really master the art of SMM - especially in the spectrum of all the other online marketing channels and needs that are vying for attention simultaneously - your company needs to compose and stick to a strategic management plan. Step one of an effective SMM strategy is establishing a roadmap or game plan for your firm's social media presence, which channels will you participate in and what kinds of activities will you complete? Step two is determining how you will execute and manage the strategy in order to ensure it meets your objectives and goals. Assuming your team has developed concrete answers at this juncture to step one, this Whitepaper seeks to hone your thoughts, and your to-do list, for step two, which can be particularly challenging with the more: channels you are participating in, audiences you are trying to reach, and marketing campaigns you are running simultaneously.