Im beginning to get bored of the term social media strategy. Consulting in this arena means I need to use the buzz words that have been hammered into corporate psychies over the last 18 months. But I find it far too controlling and at disconnect.
Strategy for me has both military and business connetations of strucutred and systematic ways to achieve or conquer an ultimate goal. Haven’t the communication shifts this year alone proven that there is absolutely nothing ordered or defined for the use of such tools. So how does one put strategic rigor to adopting these channels.
I just got off a webinar a few miniutes ago run by Michael Hubble from Executiveboard.com. Really sharp presentation with awesome slides and strategy notes. Many of themes around business should be embracing it, and strategies should be put in place. But what does it all actually mean in real life, in the context of business. So I asked the question after the presentation:
“So all businesses units should be educated on social media tools, who should communicate externally with the market skipping the communications/marketing traditional role? (TI and engineers, Bestbuys and cust service)”
Here is the answer (m4a format) – Question time – The answer was focussed on some really good examples by companies, like Apple and Bestbuys, who use for customer service and have products that naturally have customer tribes and interest.
So still I ask the question, if strategy really is the way forward for business and social media, should business strategically encourage its people to freely use social media tools to their fullest extent? Can you answer ‘no’ to this question?