{ 43 comments }

Mike Templeton November 5, 2009 at 2:36 pm

I think the BusinessWeek article and the Corporate Executive Board is moving in the right direction on this, but I think we are caught up in semantics. Social media as a communication channel is certainly strategically relevant. If you don’t understand how this style of communication impacts your business as a whole (or how it fits in with your other efforts), you will end up with a mess of activities that don’t measure up to anything.

When the article talks about social media as “another set of tools,” I believe they are referring to the tools themselves: Twitter, Facebook, blogs, wikis, etc. Those are a set of tools that are to be mastered (in terms of how they are used and what they do), but a social media strategy looks at the results those tools will produce and how they match up to the organization’s objectives.

Also, relegating things like Twitter and Facebook to “tool” status is exactly the way to approach these platforms. The reason to treat them as tools and not to develop a “Twitter strategy” is because everything will change in a few short years. Your business needs to understand the style and method of social media–how it is different from the way things have been done before–because that is what you will carry forward, no matter what the tools are.

petertennis November 5, 2009 at 1:55 pm

Strategy and social media – are they relevant to each other? http://ow.ly/zjbK

Peter Tennis November 5, 2009 at 1:55 pm

Strategy and social media – are they relevant to each other? http://ow.ly/zjb6

Peter November 4, 2009 at 4:25 pm

Good job on pulling the head out of the trees and seeing the forest. Social Media is a channel for communications. In the end, your use of such channels is only as good as your communications strategy as a whole, be it corporate or marcomm. http://petertennis.wordpress.com/2009/09/15/creating-a-social-media-strategy-putting-the-cart-before-the-horse/

Steve October 5, 2009 at 1:25 pm

The definition of tool/tactic/strategy regarding how social media fits in is more basic. A tool is used to perform a tactic to follow a strategy. Looking at how social media is being used will tell which of the 3 definitions it falls under and so, how best to use it.

Sanjay Maharaj September 21, 2009 at 6:31 pm

Social media is relevant in the era of a 24 hours news cycle. People wnat to know what is new and want to know it now. Gone are the days when we catch up on the whats happening in our world by watching the evening news cast. Social media is on the go news. Corporations and individulas must embrace this greta tool

Israel García September 18, 2009 at 5:39 pm

Is social media strategically relevant? http://bit.ly/qAYsW

Deborah Overdeput September 17, 2009 at 8:44 pm

RT @JDeragon Is Social Media Strategically Relevant? | The Relationship Economy…… http://bit.ly/CkScp

Deborah Overdeput September 17, 2009 at 3:44 pm

RT @JDeragon Is Social Media Strategically Relevant? | The Relationship Economy…… http://bit.ly/CkScp

Deborah Overdeput September 17, 2009 at 4:01 pm

I am an advocate for social media and feel strongly that it needs to be a part of the overall marketing mix. Just like any other marketing effort, it needs to be strategically thought out. The tactics of defining the buyer, developing the content, and publishing come only after a company has asked the question: How does this fit into our strategic plan? What goals are we achieving? Can we measure the outcome? Who is executing? Passing the responsibility of managing social media to the PR team is not a strategy. Social media is about creating a dialogue with your market, developing relevant content, and becoming a trusted source/partner. It’s about educating your buyer long before they buy, keeping them happy during the purchase process, and managing your reputation after the purchase is complete. In other words, it takes a company, not a department. Doing it right means developing a strategy, committing the resources, and engaging staff at multiple levels across various disciplines.

Brian C. Citizen September 17, 2009 at 1:16 pm

Daily Deragon Dose: Is Social Media Strategically Relevant? http://bit.ly/26zkwp

BrianCitizen (Brian C. Citizen) September 17, 2009 at 1:18 pm

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Daily Deragon Dose: Is Social Media Strategically Relevant? [link to post]

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Eric Posner September 17, 2009 at 11:04 am

Is Social Media Strategically Relevant? | The Relationship Economy…… http://bit.ly/CkScp

EricPosner (Eric Posner) September 17, 2009 at 11:08 am

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Is Social Media Strategically Relevant? | The Relationship Economy…… [link to post]

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Robert Austin September 17, 2009 at 8:43 am

Finally! As a public relations practitioner, I’ve been very annoyed by the messages in the profession that “you have to have social media,” “If you aren’t Tweeting, then you aren’t doing modern PR,” “All the rules of PR have changed,” etc. You still have to do research first, set measurable objectives — ideally outcomes (this is what seems to be lacking most), and evaluate social media channels for their ability to reach your intended audience and achieve your objectives. Over and over I’ve heard from others about how they are using social media, but few can answer the questions,”What are your objectives?” and “How will you measure success (other than by activity)?”

olcayto (Olcayto Cengiz) September 17, 2009 at 7:17 am

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belindaang (Belinda Ang) September 17, 2009 at 4:31 am

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Is Social Media Strategically Relevant? ( a good read) ~ [link to post]

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Alma Mater September 17, 2009 at 3:04 am

RT @clab: RT @JasperOng RT @belindaang: Is Social Media Strategically Relevant? ( a good read) ~ http://bit.ly/1TSiM1 #socialmedia #strategy

Claudia Becker September 17, 2009 at 3:03 am

RT @JasperOng RT @belindaang: Is Social Media Strategically Relevant? ( a good read) ~ http://bit.ly/1TSiM1

Jasper Ong September 17, 2009 at 2:58 am

RT @belindaang: Is Social Media Strategically Relevant? ( a good read) ~ http://bit.ly/1TSiM1

Belinda Ang September 17, 2009 at 2:37 am

Is Social Media Strategically Relevant? ( a good read) ~ http://bit.ly/1TSiM1

almameise (Johannes Lenz) September 17, 2009 at 3:07 am

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RT @clab: RT @JasperOng RT @belindaang: Is Social Media Strategically Relevant? ( a good read) ~ [link to post] #socialmedia #strategy

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clab (Claudia Becker) September 17, 2009 at 3:05 am

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RT @JasperOng RT @belindaang: Is Social Media Strategically Relevant? ( a good read) ~ [link to post]

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jasperong (Jasper Ong) September 17, 2009 at 3:00 am

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RT @belindaang: Is Social Media Strategically Relevant? ( a good read) ~ [link to post]

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modesto6 (modestodistrict6.com) September 16, 2009 at 8:34 pm

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RT @DuaneRobertsRT @JDeragon Is Social Media Strategically Relevant? | The Relationship Economy…… [link to post]

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DuaneRoberts (Duane Roberts) September 16, 2009 at 7:09 pm

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RT @JDeragon Is Social Media Strategically Relevant? | The Relationship Economy…… [link to post]

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Tom Rapsas (@tomrapsas) September 16, 2009 at 4:57 pm

These days, it’s hard to think of a strategy in wish social media would not be relevant, especially when it comes to customer retention. If as a company you’re looking at the long-term picture and want to enhance relationships with customers, it’s a must-have tool. It offers the almost instant gratification many consumers demand these days.

Nathan McKelvey September 16, 2009 at 1:39 pm

Social media in principle is no different than attending a networking event, polling customers or sending out a newsletter or broadcast email. It is another promising tool, but just like the marketing tactics of old if not used properly then falls flat.

Dianna Kolb September 16, 2009 at 11:56 am

I believe social media is a strategy. It is one that takes much time and preperation, and even more follow up. If you start a social media campaign then you had better have the resources to follow through with it. If not, what your left with is a group of people that will be more disappointed that you abandoned your product and disillusioned. So it is better not to delve into social media unless one is ready to commit the time/energy.

reshminath (Reshmi Nath) September 16, 2009 at 9:35 am

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Is Social Media a Strategy, tactic or tool? [link to post]

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campo524 (Joe Campolieta) September 16, 2009 at 9:34 am

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RT RT @Alltop_Social: Is Social Media Strategically Relevant? [link to post] @lesleylambert Thought this might be of interest

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Alltop_Social (Alltop) September 16, 2009 at 9:33 am

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Is Social Media Strategically Relevant? [link to post]
Social-Media.alltop

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campo524 (Joe Campolieta) September 16, 2009 at 8:32 am

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RT @Alltop_Social: Is Social Media Strategically Relevant? [link to post] @mmpartee @lesleylambet Thought this might be of interest

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smconnection (smconnection) September 16, 2009 at 6:37 am

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Is Social Media Strategically Relevant?: This entry is part 2 of 2 in the series Social MediaAsk yourself how ma.. [link to post]

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ChicagoDiane (Diane Saucier) September 16, 2009 at 6:33 am

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Is Social Media Of Strategic Relevance? Interesting blog post argues it is: [link to post]

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Hagen (Hagen Fisbeck) September 16, 2009 at 6:32 am

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Lesenswert: Is Social Media Strategically Relevant? [link to post]

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pipelineb2b (pipelineB2B) September 16, 2009 at 6:25 am

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RT @ChicagoDiane Is Social Media Of Strategic Relevance? Interesting blog post argues it is: [link to post]

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valentilaw (Tom Valenti) September 16, 2009 at 6:22 am

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RT @ChicagoDiane: Is Social Media Of Strategic Relevance? Interesting blog post argues it is: [link to post]

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domusapart (Rainer Helmes) September 16, 2009 at 6:20 am

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RT @Hagen Lesenswert: Is Social Media Strategically Relevant? [link to post]

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Tom Loosmore Jr. September 16, 2009 at 6:03 am

I own a company that raises money for non profit orgainzations across America. I thnk Social media is a great way to meet and discuss possibilities with others but it seems like others want you to join their group just so they can have large numbers of people in their contacts and with any luck, make a sale of some type. Our CMS monitor registers very few visits from these sites. I am planning to invest funds further down the road as soon as I can find out which of these sites will be the most relavent to my business model. Right now I think some consolidation needs to happen to eliminate the mass confusion related to the words, “WHY THIS SITE?” Our focus is on direct contact with larger corporations around the country to help us improve our donor base. Social media comes in a distant second at this time.

AllThingsM (AllThingsM) September 16, 2009 at 5:55 am

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Avinio (Avi Joseph) September 16, 2009 at 5:38 am

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RT @JDeragon: Is Social Media Strategically Relevant? [link to post]

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kathrynsheridan (Kathryn Sheridan) September 16, 2009 at 5:22 am

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