Kevan Lee is marketing director at Buffer. On his post from his personal blog he does a great job detailing what we teach at our Mayo Clinic Social Media Network Residencies – that you always identify your objectives before you pick a platform.
“At Buffer, we now think of marketing campaigns in this order,” he writes. “Mission > Customer > Campaign > Messaging > Channels. It’s backward from how we’re wired to think and how our team is organized: channel-first.”
He then explains the five-step process Buffer uses.