You wouldn’t open a store without know what you were trying to sell. Nor should you slap up a Facebook page or start a Twitter account without a clear vision of what you want to achieve. Do you want to build a community around existing customers? Do you want to engage new customers? Do you want to get feedback on your products and services? Given the nature of social media, you may find that your purpose evolves over time, and that’s ok. “Think of social media as a series of hypothesis testing,” says Babson’s Iyer. “Over time your hypothesis might change, but you still need a place to start.”