Comments on: Is Social Media a Strategy or a Tactic?

By: Episode 14 – The Champion | MarkJuleen.com

Episode 14 – The Champion | MarkJuleen.com — Wed, 17 Mar 2010 06:35:27 +0000

[...] plan for training, and just having an overall strategy. I read a post today from Shannon Paul about social media strategy vs. tactics, and just this morning Seth Godin had a post focusing on the same topic. So my question is, are you [...]

By: johnfurgurson

johnfurgurson — Mon, 02 Nov 2009 18:50:19 +0000

There’s a lot of confusion about the difference between strategy and tactics. And it’s not just semantics. It’s important because so many executives just throw more tactics into the mix, like social media efforts, with little or no thought given to the overall strategy. For more insight on this, check out the Brand Insight Blog.

By: Owen Greaves

Owen Greaves — Wed, 09 Sep 2009 19:51:11 +0000

It boggles the mind that we spend so much time worrying about whether something is a Tactic or Strategic. If you don’t have a business plan to tie your technology to, it’s has no impact nor does it fall under a catagory.

By: mikey7321

mikey7321 — Wed, 09 Sep 2009 19:41:52 +0000

Good post, especially since it starts by talking about social media as a tactic, I think a lot of companies forget this.

The true definition of a social media tactic is when an organization, user, or group does something in a social media channel.

For example if a user starts posting videos of various hotels on YouTube in order to promote the travel industry, we identify this person as a creator using video uploading as a social media tactic. There’s a lot of social media tactics out there, to name few: blogging, tweeting, rating, reviewing.

A collection of social media tactics done over a period of time – coupled with a business, marketing or branding goal is consider a social media strategy.

I would even go as far to say that a collection of social media tactics done over a period of time – coupled with a business, marketing or branding goal is consider a social media strategy. But within each social media tactic there should be a tactical game plan.

For example: The social media tactic is an iPhone Application. For this tactic we would identify a tactical game plan which includes the following:

How do you build the iPhone Application (design and development)
Updates and maintenance
Goals and Key Performance Indicators (KPIs)
Off-site analytics and On-site analytics.

Are all social media strategies the same? I would argue no, but I would also say that social media strategies should rate directly back to a goal (either marketing, branding or something else).

I thought this post was so good and brought up questions that my company deals with from almost every business we talk to. As social media strategists we need to start defining these terms – like web designers did with ‘persons’ not long ago.

Mike Lis

By: Doug Menzer

Doug Menzer — Sun, 23 Aug 2009 04:43:12 +0000

Well put! Increasingly, I have had many close business colleagues, clients and prospects ask me to focus on the difference between tactics and strategy.

Thanks for communicating this concisely and creating excellent open dialogue. I was just able to respond to another great discussion (on topic) referencing (you and) this post. Keep up the great work.

By: No, Social Media is Not A Strategy | Spaight Talk

No, Social Media is Not A Strategy | Spaight Talk — Sun, 23 Aug 2009 01:36:08 +0000

[...] tools or any other toolset. Last week, that there was quite the robust discussion happening at Shannon Paul’s blog about “Is social media is a strategy or a tactic?” But if I am deeply honest, I have to [...]

By: latinminds

latinminds — Wed, 12 Aug 2009 18:53:52 +0000

Good to keep in mind, thanks. I would add a 3rd point to your recommendation when writing strategies, tho.

Understanding the basic need of the audience is key. I know this might sound “obvious” or “by default” but without it, the content (tactics) can not for see a long lasting life.

Again, thanks for starting this dialogue, it’s fascinating.

By: Asya Shalimova

Asya Shalimova — Tue, 11 Aug 2009 19:46:40 +0000

That’s timely:) I’ve just understand I keep throwing tactics at my boss all the time, and he keeps denying every single social media idea… so thanks a lot for reminding that not everyone thinks the way we do.

The thing that is still a bit unclear to me about social media strategy – can it be implemented in a way to get new customers, or is it a tool to communicate with existing ones only.

By: Jackie Adkins

Jackie Adkins — Tue, 11 Aug 2009 16:38:58 +0000

I like the distinction between tactic and strategy. I think it is easy for us to get caught up in preaching on the social media tactics that are effective, but the important thing is WHY the tactics are important, which is where the strategy comes in.

I think this may fall under #2, but I’d say that adding value to your followers is important in social media. If you aren’t giving people a reason to follow you, your other tactics are going to be futile.

By: Clay Hebert

Clay Hebert — Tue, 11 Aug 2009 15:35:32 +0000

Shannon,

Technically you could make the case that it falls into #1 but I would add “listening” to your list.

There are lots of tactics on how to listen to the conversations about your company or brand but the fact is, the conversations are happening and many companies are blissfully unaware.

I was talking to Chase Bank about this recently. They haven’t jumped into social yet but they also aren’t listening. Multiple “anti-Chase Bank” twitter accounts and blogs exist.

They aren’t listening and they need to be.