When you search “social media strategies” on Google you get over 53 million references. This indicates that a lot of people are searching for information about social media strategies. The fact is they all may be searching for the wrong thing.
A strategy is a plan of action designed to achieve a vision. Social media are communications using a multitude of technological platforms to deliver and receive communications. If you think you need a social media strategy first ask yuour self, “do we have a communications strategy?”. Most would answer no and that is the crux of the real problem.
If you have no idea what, when, how, who, where and why you should be communicating then hiring a consultant to help you create an ambiguous social media strategy is a total waste of time and money. Notice the definition of strategy is “a plan of action designed to achieve a vision”. Social media doesn’t need a plan anymore than you need to plan what you will say each day, that is only done by the President.
In an Inc. article Guy Kawasaki was asked “Let’s say an entrepreneur is new to the whole social media thing. There’s a tendency to hire a consultant and formulate a plan. Is that the right approach?” His response was “No. Just dive in. This is very different than the typical expert telling you that you first have to set your strategy and your goals and have this massive document and a working plan. I think that’s a mistake.”
How Ridiculous Is This?
Social media has become the defacto solution to solving many business problems. As such it has and will continue to be the biggest problem businesses face. The root of the problem is in thinking that social media has become something needing a strategic plan. Do you:
- Have a cell phone strategy
- Have an email strategy
- Have a freeway strategy
- Have a screw driver strategy
- Have an electricity strategy
No because focusing on the tool rather than the objective for using the tool will not enable you to do anything for any purpose with anyone who cares.
Social media has become a vacuum created by those trying to make it something it is not so they can charge others to jump into their vacuum. The definition of vacuum is space that is empty of matter.