To get the most out of social media for you and your business, you need to be clear about what you want to achieve. Is your aim to generate leads? Increase sales? Build brand awareness? Or perhaps you want to create some provoking thought-leadership content? Whatever your aims, it's important to identify them early on and put in the necessary research. Be realistic as well, Rome wan't built in a day, and neither will your social empire, but by setting relevant time frames and expectations, you can get there.