Comments on: Social Media Strategy, Or Not?

By: Paul Redfern

Paul Redfern — Thu, 28 May 2009 00:09:00 +0000

Nice post in fact this topic has been on the CASE communications list serve the last 2 days. The question you ask comes down to a simple answer for me. If you don’t have a strategy in mind why are you doing it. I am too busy with too many priorities to “waste” time on things that are not aimed at overall goals and strategy.

By: jesskry

jesskry — Thu, 21 May 2009 16:32:18 +0000

I came down on the side of strategy is a must. I agree that even if the client thinks that they are just using the channel for ‘pushing’ that it should not be the end agenda. Community is king.

By: Todd Randolph

Todd Randolph — Thu, 21 May 2009 16:28:43 +0000

your post was a bit unclear on which side you came down on at the end. it made me think of an old Rush song: “if you choose not to decide, you still have made a choice.” if you choose not to have a social media strategy for whatever reason, that is in effect a strategy. a chiche of new media marketing is that “people will talk about you – better to be in the conversation than just see the fallout.”

the remarkable quality of social media fo those of us who grew up in a ‘broadcast marketing’ world is that it affords the chance to do serious engagement marketing at a reasonable cost. multiple engagement paths can and should be created so that customers and prospects can determine how involved they want to be – whether they are there to transact or seek some type of customer service.

the two scenarios you cite as examples are not and should not be mutually exclusive. even if all you (or your client) want is a social media billboard, you should still make provisions for those who _want_ to talk. so in these cases, the overall strategy would allocate resources to achieve both objectives.

Good thoughts – keep it up!