This chapter succinctly sums up the cyclical nature of social media marketing by showing how each element covered in this guide links together for the development of smart social. It highlights how each area covered can work in isolation, but works best when it is part of a plan that is always seeking to ensure the master social strategy is at the heart of everything the publisher does – leading to content optimisation, small changes in each step that help the publisher to ensure they are being smart socially.