The single most important thing to realise about social media is that it is different. Almost all of the mistakes being made in social media occur because organisations do not fully appreciate this and simply look to drag their existing marketing and communications ideas, campaigns and ways of thinking into the social media space.
Strategy is no exception to this. A social media strategy is different to a marketing communications strategy for the following, simple reason. A marcoms strategy has as its output a piece of communication (expressed as an ad, a press, release, a brochure, a campaign – essentially one single ‘thing’ that is presented to the whole target audience). However, a (successful) social media strategy has as its output a form of behaviour or a process. Continue reading