If it doesn't have targets and measurements, It's not a strategy.
Social media can build your brand (almost singlehandedly, in some cases). It can drive sales/conversions if the people you want to talk to, and their paths to purchase, are understood. And social media can validate what you offer through vital peer relationships.
But it can't do any of this if you don't have a discipline of looking at the data and using it to your advantage.
Using a variety of advanced tools and data gathering services, Sociallogical™ will report your most recent data and advise each month on the main reason you are using social media: increased influence in your brand community.
Spending money to show bad content to more people is unwise and social media allows us to avoid this. Even content that you pay to display needs to be validated as interesting to your audience to justify spreading it.