On any given day, a typical Facebook user is spending over 12 hours a week on Facebook For this reason, whether you're a luxury hotel chain, fashion boutique, burger restaurant or a financial planner, being active on social media is a must, and should be utilised effectively to reflect your overarching business strategy However, there is no one-size-fits-all approach: a corporate accounting firm's social media activity will vary dramatically from that of a luxury fashion label The key to understanding the when, where and what of your social media strategy is to first understand the who and why Who are you trying to speak to This means having an in-depth understanding of who your

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