I get some "pushback" on this point -- the idea that setting your marketing strategy should come a whole lot earlier than "step 3." Some of it is symantics -- of course establishing a Vision for your business 1 year and 5 years down the road is a fundamental step in refining your existing business strategy. As for sliding step 2 "Maximizing the Current" into the mix instead of continuing from Vision on to flesh out an overall marketing strategy, think of it this way.
Social Media is an enormous and ever-changing topic. There are literally hundreds of sites from the general to the very niche. Figuring out how or why to get involved can be paralyzing. I'd like to motivate you to put social media to use, without feeling like you need to become an expert or develop an overly-complicated strategy.
The classic phrase has been stuck in my head for the past week or so -- "don't bite the hand that feeds you." In this environment where everyone is evaluating their expenses, from their personal cell-phone plan to the number of employees they have, marketing expenses invariably end up under scrutiny.