I now want you to think about how you’re going to monitor the activities and identify ways for you to retarget your message. The whole thing about marketing is that it’s honestly an assumption without proven data but it works. And it’s really important that we consistently monitor what we’re doing, and we consistently monitor the results of what we’re doing, the measurements, in order to know whether it’s working or not. And there are a couple of ways that we can do this. 

First of all, develop an action plan. When are you going to post? How often is it going to be done? You’ve already talked about and already developed the right marketing message for the right persona for the right medium, this is about how are we going to roll this out. For Summers, we call them posting plans. For some of your posting planners is the way to develop this. And that is we’ve got a piece of content that we’re going to post on Facebook today, Twitter tomorrow, Google+ the next day, and Instagram on day four. You can repurpose your content across different mediums, using different headlines, of course, and different images that’s appropriate for that medium. 

But think about what you need to do. If you’re going to continually post, if you’re going to continually market, you need to make sure that you’ve done the planning and you’ve got the right resources available in order to deliver this, in order to be able to do what your goal and achieve what your goals are. So do sit down and make sure you work out the resource element. Talk about how you’re going to measure success, because that’s also important. We’re going to talk about measurements a little bit later.