Recent mochachinos with a friend who’s also a new entrepreneur sparked a conversation about his company’s new blog. When I asked him about the blog’s strategy, he responded, “What do you mean by strategy?” If you’re going to dive into social media as a promotional or added benefit to your organization, you must think about the purpose of your efforts. If you use valuable time to blog, tweet or post to reach your audience (and I really think you should), it’s essential to be strategic. You’ve got to devote time in your work week to do it, but you’ve also got to determine what persona suits your organization’s social media needs. Read Lisa Barone’s ideas on choosing the right voice for your Twitter account. Which Type of Twitter Account Should You Create? | Small Business Trends.