A social media approach starts with formulation persona of the target audience. Interesting literature to read is “Marketing in the groundswell” by Josh Bernhoff (Forrester Research) & Charlene Li. The new book of Josh Bernhoff, “Empowered” is recommended. After extensive reseach online I coiuldn’t wait to start with the persona. I started looking for examples (2009/2010), but what I found was not specifically for social media. So after many interviews I created a scheme with persona properties. The scheme might help you with creating your own one. Try to find the persona properties that are the most relevant for your business.
Even though a scheme is a great way to “configure” your persona it’s not a great format the share or present to your company. After adding some personality to a persona you could create a moodboard. It might be important to validate the persona your have created in real life!