How can I devise an online strategy for social media?

strat·e·gy
noun
a plan of action or policy designed to achieve a major or overall aim.
"time to develop a coherent economic strategy"
synonyms: master plan, grand design, game plan, plan (of action), action plan, policy, program; More
tactics;
exit strategy
"the government's economic strategy"
the art of planning and directing overall military operations and movements in a war or battle.
synonyms: the art of war, (military) tactics
"military strategy"
a plan for military operations and movements during a war or battle.
"nonprovocative defense strategies"
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So what is your major or overall aim, and why are you thinking in military terms?