I am dividing this explanation into two parts:

Where to:

The Indian audience is pretty easy to target on social media, as most of them are approx 45% of the time on Facebook, LinkedIn, and Twitter on any given day. The basic questions to ask are: what type of audience you are trying to target? What's their age? Are they working class? Or students? Or are they engineers seeking jobs?

Corporates, working-class or job seekers can be found active on LinkedIn. Students and old-aged persons can be found scrolling through their Facebook wall. So, identify your audience and plan your social media campaign accordingly.

Make sure you don't ignore Instagram and Snapchat as they are an integral part of social media and teenagers are always found using either of them.

Finally, it also depends on your product or service you are trying to promote. For instance, if you don't want to promote devotional songs on Instagram, and you certainly want to stay away from LinkedIn if you are planning to promote beauty services.

What to:

Now let's focus on what to part. This is pretty simple, you can start by posting engaging memes which relate to your target audience. You can also start by posting interesting facts on the subject. For instance, if you are running a devotional page on Facebook then you may want to put content like: Did you know, Lord Rama went to wanvaas for 14 years (of course this is well known, but you can dig out some really interesting facts). And say you are trying to promote HR consultancy then for branding it, you can start memes on job seekers which will engage job seekers to your page.

What are your thoughts when planning a Social Media Campaign?