One of my pet peeves when it comes to social is the overall lack of strategy. Too many managers talk platforms first (e.g., Facebook, Twitter, etc.) and not strategy. Even worse, imitation is often the main reason a manager decides to do something in social (note: insert nasally sounding high pitched voice of the manager of your choice when reading…I was reading Business Week the other day and I heard of this thing called a Twitter…we need to get one of those…).
In my eyes, there needs to be a strategic reason to do anything in marketing – regardless if it involves social or not. I was happy to see this slide deck on LinkedIn the other day as it does provides a few strategic thoughts to why and/or how to use social. I particularly like Slide 6 (improve customer service relations) and Slide 12 (gain more feedback before product launch).
Something to check out today…
Associate Professor of Marketing
Stillman School of Business
Seton Hall University