There it is again, another new social media network to investigate. The first question you ask yourself: “”Do we join or not?”” That’s potentially followed up with, “”Will my boss ask me about this?””
The rapid growth of social media platforms sometimes outpaces the ability of businesses to get their arms around how best to use it. Before you can use a new channel, you must create a strategy around it. But many marketers struggle with how to create strategies.
In organizations, stakeholders often discuss logistics and tactics rather than strategies: “”Who is going to post this to Facebook,”” or “”We should tweet this out from the corporate handle versus the product.”” That approach is futile for one simple reason: Without a comprehensive, clear strategy, your tactics will never achieve your goals.