Dive summary: 

• Not every startup will benefit from being involved in every social media platform so by asking 5 questions, from marketing expert Jerry Goldman, startups can better gauge how to approach social media for their business. 
• First, a business should decide is social media makes sense and then identify what they are hoping to accomplish. 
• If after asking if social media can be done in house and deciding that it would be better to hire a professional, statups can find a reputable social media expert by asking the candidate to produce numbers of previous campaigns.

From the article:

"...for today’s business owners and entrepreneurs looking to make the best use of what’s available, it begs the question: now what? Does every business need a social media strategy? Can a Twitter really drive revenue? And right at the top of every founders list: do I really have to hire a professional to get this done?

Yes and No. We put Goldman to the task of helping founders strategize social media—from choosing the channels to hiring the right person for the job."