Ever heard the phrase “Failing to plan is planning to fail?” That old but sensible adage frequently rings true when it comes to social-media marketing. Creating a comprehensive, goal-oriented social-media strategy is as important as possessing a rock firm business plan. “If ones own social-media plan is to just wing it, your current fans as well as potential customers are likely to know,” says Amy Porterfield, social media strategist and co-author of Facebook Marketing All-In-One for Dummies (Wiley, 2013). Even worse, it could turn them off of your brand name and on your competitors. To attract and engage social-media enthusiasts and followers — and convert them into customers.