If you are tired of not having results from all things social, or that your organization is struggling to measure social ROI, it doesn’t mean you’re a loser. It means you’ve got the wrong strategy.
It takes real guts to abandon a social strategy, especially if you don’t even have one. Tactics are more about process improvement using all things social. The problem is that most companies don’t improve processes instead they keep creating new processes to solve old process problems (adding social tactics to existing marketing or communication processes). You can’t improve a process that isn’t tied to a strategy. Instead all you end up doing is spinning in social circles with no forward advancement.
The same issues apply to roles and responsibilities. Leadership deals with strategy. Management (all your employees are managers) deals with tactics. The difference between those that are in strategic roles vs. those in tactical roles is emphasis. So that means if there is no executive focusing on use of all things social as a strategic tool then there is no “social” leadership
If executives are managing social tactical issues that means no one is leading. If no one is leading that means there is no tomorrow to manage. Tomorrow is about strategy while today is tactical.
Social media are both tactical and strategic. However one absent of the other means neither adds any value.