• The Apple TV app is here for Roku.
• Walmart begins direct-to-fridge delivery service for 1 million US customers.
• AMC Theaters will launch its own service for renting and buying digital films.
• GoFundMe launches free platform for nonprofits and charities, rolls out button to donate anywhere.

We talk a lot about strategy because it’s pretty dang important.

Today, we’re talking about your social media strategy. As the social media landscape continues to change, so will the costs.

Without a solid strategy in place, you’re gonna pay for it (literally).

Here are 5 tips to get your strategy dialed in:

• Do Market Research: Before you start publishing content, you need to do a deep dive into what your competitors are creating. Where are they publishing? What’s their channel strategy? How often do they post? How do followers react?
• Set Achievable Goals: We’ve shared this before, but it’s called the SMART framework. It’ll help you set specific goals. When you break it down, it spells out: Specific, Measurable, Attainable, Relevant, and Time-Bound. “Each goal you create should focus on a single metric or aspect of your social media strategy.”
• Define an Audience for Every Campaign: If you’re serving ads to the wrong audience, your engagement and content will fall flat. To ensure that doesn’t happen, spend some time creating your ideal buyer persona. Here are some really good examples.
• Decide on Campaign KPIs: Every goal needs to be accompanied by specific KPIs (Key Performance Indicators). Let’s say you’re tracking brand engagement, you’ll want to use a social monitoring tool to track @mentions, shares, links, and impressions. When you’re able to tie your KPIs to specific metrics, it’s a lot easier to get buy-in from the boss.
• Try New Things Based on What Works:  That’s a no-brainer, right? Your strategy will need to evolve on the regular. Make it a point to constantly evaluate your efforts to determine what’s resonating with your audience. If you’re posting to post, just stop.

Check out 3 more tips below.

Everyone loves a good GIF. When used correctly, GIFs can increase engagement up to 27%.

But, how do you pick the right one?

Use Startup GIFs.

Whether you’re scheduling a meeting or offering a discount, Startup GIFs curates the right GIF for the right situation.

Feeding America partnered up with Leo Burnett and the Ad Council to show what hunger looks like in America. They used AI based on the faces of 1,000 people afflicted by hunger.

The goal of the PSA is to dispel stereotypes people have on those suffering from hunger.