It is important for businesses to understand that the following information is critical to the success of their larger marketing plan.

• Know your business

What is your unique voice? How can you bring your brand story to life in a compelling, authentic and personal way?

• Know your customers

Who are they? How will they want to connect with your brand? What content will be important to them and what will engage them?

• Know your goals

What kind of relationship do you want to have with your customers? In addition to building your brand, do you also want to use Facebook to drive immediate sales or in-store traffic? Defining and prioritizing your goals will help you create your Page posting strategy.