The intent of social media should always do two things:
- bring down the barriers to communication inside and outside the organization; and
- encourage participation in a dialogue with stakeholders
Beyond these two things, doesn’t the rest basically fall into the category of selecting tactics?
The more I encounter and create social media strategy documents, the more I realize they’re basically all the same.
That said, it’s important to remember to keep creating them — I recently forgot this. While social media strategy may seem redundant ad nauseum in my experience, since I’ve come to live and breathe this stuff, it’s important to remember that everyone else doesn’t live inside my head.
I have a bad habit of throwing out tactics when others are really asking for strategy, because the basic tenets of the above strategy inform every idea and decision I make, and the strategy is obvious in my mind.
This is a problem because the above tenets need to be expressed.
So, I’m asking you to continue expressing them as a means of reminding myself to do the same. These things deserve repetition.
My advice: Keep writing strategies that explicitly encourage these two things:
- bring down the barriers to communication inside and outside the organization
- participation in a dialogue with stakeholders
Once you’ve expressed the importance of those two things and put them in alignment with business goals, you’re free to choose your tactic.
However, if you choose any tactic, no matter how trendy, or digital, or web-based, or interactive or social without the intent included in the above two tenets, you’re only fooling yourself.
If you think I’m wrong, please do me a favor and let me know. I started this blog as a means of putting my voice out there so I could learn from you and we could help each other along the way.
Am I missing something or do those two things need to be there before we attempt any tactic that involves what we all lovingly refer to as “social media”?
Photo by Merry~Blues
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