The platform you will use
I will not develop this point much because I already wrote an article in the past covering this topic. If you haven't read it yet or if you believe that Facebook is the perfect platform for any business, I encourage you to read "Which Social Media platform is the most adapted to my business model?".
To summarize this question, it mainly depends on your market: who are your customers and how can you reach them?
If you have already defined buyer personas, that shouldn't be difficult to define a way to reach them (you can learn more about buyer personas reading "Target your customers precisely with buyer personas"). Otherwise, you will just need to make some research to find out who they are, what they like and which platform they use. You might be surprised to find out that Facebook isn't necessarily the best place to meet with your customers.
Your goals
That is what surprised me the most when talking with companies about their usage of Social Media. When asked "why do you use Social Media", the answer is almost always something between "to make money" and "to follow the trend".
The second answer is wrong by nature: you should never do anything to "follow the trend". It might be good to follow the trend, but there should be a reason for that, a purpose.
The first answer isn't quite right either: there is a (huge) gap between having a Facebook page and generating extra sales. Numerous studies have shown that having Facebook fans had little or no impact on sales ("Ecommerce customer acquisitation snapshot" from custora analyzes it well).Related:GroupBuy SEO Tools
Your goal should be realistic: I want to increase brand awareness. I want to have 500 fans by the end of next month in order to deliver my message. I want to create a bond with my customers and give them a chance to share their opinion about my products.
Those are realistic goals. Moreover, you should set a timing for those goals. Having a deadline makes your goal more real and increases your chances of achieving it.
Also, a goal isn't set in stone: you must revise your goal every now and then. Especially when you either reach your goal or fail reaching it.
Before jumping into any Social Media strategy, take some time analyzing why you should do it and what you can expect from it.
This is an essential point.
Like having a blog, having a Social Media page requires consistency and regularity.
Many companies have failed reaching their goals because of a lack of regularity. Those usually start very enthusiastic with 5 posts a day then end up with one post a month before totally giving up.
Define the rules based on what you are capable to invest. Defining borders is also important because it gives you a frame in which you can work without invading the time you should spend on other activities.
Once you know how much time you will spend per day and per week, you will be able to establish a publishing planning. Stick to it! If you define that you will publish one post a day, keep that rule at all time.
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