“Let’s send out direct mail postcards with discount codes to potential customers.”
“Let’s sponsor a conference and have our CEO speak at it.”
“Let’s create a referral program for our current customers to help us generate new business.”
Most savvy marketers could read the three statements above and instantly recognize them all as tactics, not strategies. All of those actions might be a good idea, but it depends on what you’re trying to accomplish. Most organizations know they at least need to start with a strategy, a goal, before embarking on a marketing or PR campaign. You don’t just jump to tactics.
Now replace postcards, conference, and referral program in the above statements with Facebook, Twitter and LinkedIn. Still tactics, right? So why are so many erstwhile savvy marketers thinking that these three platforms constitute a social media strategy?
A strategy starts with business goals. Are you trying to sell more product? Reduce costs? Attract more members? Repair a damaged brand reputation? Your marketing and social media activities should match up with these business goals. What does success look like and how do you measure it?
After goals are defined, determine who you’re trying to reach, where they are online and what you’re trying to get them to do. If your target audience is not using Twitter, don’t make Twitter the crux of your marketing campaign. You wouldn’t send a direct mail piece about mortgage refinancing to a bunch of apartment renters. So don’t try to reach teens and college students on LinkedIn.
I’ve been talking with too many organizations lately that want to skip right to implementing social media tactics. Maybe it’s because they’re caught up in the hype and buzz surrounding social media or feel that they’re behind the game and need to get moving. Perhaps their competitor has implemented and seen success with social media and they don’t want to be left behind. It still doesn’t mean that skipping the strategy part is okay, though. Even if you see “results”, without a strategy you won’t know what those results are achieving.
Stop. Take a step back. Start with strategy.
Photo via Flickr user Emilio Labrador
Having the strategy discussion is something every PR professional should do with any client wanting to dive headfirst into social media (or any traditional PR/marketing campaign). You’re absolutely right – strategy MUST come before tactics. In one of my very first PR classes in college, we learned how to create a strategy before even thinking about the tactics. Social media is like the shiny object syndrome – companies are immediately drawn to Facebook and Twitter because “everyone is talking about them”, or because their competition has a huge presence on those networks. Rather than jumping in blindly just so you can say “see, we have a Twitter page, too”, isn’t it better to formulate a solid strategy so you know whether or not social media positively impacts your business in the long run? I would think so!
Thanks for reading, Nikki. Shiny object syndrome has definitely taken root in some organizations. I’ve also seen the complete opposite though, where orgs are so paranoid about “doing it wrong” that they paralyze themselves trying to analyze how to integrate social media tactics into their existing strategy and end up doing nothing. Finding a balance between the two is they key.
I think a big part of this problem is because most businesses think in terms of sales and profitability. With that, most businesses don’t really care how you get results, so long as there are results. Unfortunately, it’s an uphill battle that we need to fight. Though, I think it’s goods, as in the end; those who really understand social will reap the benefits.
Well, sales and profitability are essentially of ultimate importance to a business, so it’s not necessarily a problem if a business thinks in those terms. A company that has an awesome social media presence and runs cool marketing campaigns but can’t make a profit isn’t going to be around for long. Bridging that gap from business goals for profitability to objectives to achieve it to social media strategies to tactics that will reach an audience is where success lies. You’re right, though, in that too often there’s not enough of a link between results and goals.
Touche, Amy. Precisely why I’m amid reinventing (though complete overhaul of) my usage of social media tools. After many moons and chats with this and that person, I’ve come to realize I would rather receive my dosages of social media from bloggers like you right here… and use tools like Twitter to enhance, not to substitute… which is why I’ve been using Twitter less and less for conversation, preferring to have chats on blogs like right here.
But that’s *my* strategy.
Ari, love how you’re always tweaking and adjusting how you use social media to make it work for you. I’ve enjoyed watching your experiences as you’ve changed up your Twitter and Facebook strategies and appreciate that you recognize that each person has to make it work for them in their own way.
I’ve noticed lately that I’ve been too busy to give blogs in my Google reader the attention they deserve – I’ve been relying on Twitter more and more (probably too much) for blog post recommendations. It’s not my preferred method (because I think I often end up seeing what’s popular vs. what’s good, and they’re not one in the same). For now, though, I just haven’t had time to commit to blog reading on a daily basis like I used to.
To each person, he or she does what needs to be done. I have always enjoyed reading blogs; and while I may skim titles more than reading posts, when something attracts me, like your title does here, I opt to write a comment and engage in conversation. The brevity of Twitter with 140 characters each update and the limitations of Facebook and LinkedIn which wouldn’t allow this outside of groups and pages (let alone the non-threadability) make blogs the better place.
Plus, I receive email updates of new comments… so I can reply quickly. The other tools require me to log in there to see if there are updates.
I couldn’t have said it better! I was recently doing a full-day social media workshop for a client with Sarah Evans (@PRSarahEvans) and she mentioned a statistic to me while preparing for one of the sessions (not sure on the source): among all the organizations using social media today, less than 15% have a strategy.
I’m a firm believer in (1) understanding what the social space is all about, (2) planning a strategy that supports your business communications and overall objectives/goals, and (3) participating in a way that is genuine, transparent and selfless.
What in God’s name do we do in business (successfully) without a strategy, measurement and accountability behind it?! NOTHING!
What really gets me irritated are all of the “experts” I come across along the way (i.e., the LinkedIn Guru doing the chamber circuit) who are focusing on the tools and not the overall strategy…but that’s a different post and topic:).
Great post Amy…thanks for starting the conversation!
Matt, you bring up a good point about the “LinkedIn Guru on the Chamber circuit.” Organizations are looking anywhere and everywhere to get brought up to speed on social media knowledge. There are countless events on a weekly basis promising to share the secrets of social media. Too often, though, the focus is about each individual tool or platform and not the larger picture of how social media allows companies to listen to customers, create and foster long-term releationships, and enable their stakeholders to advocate for them – that may indeed be a topic for a different post.
At my current agency (at least for the next ~9 days!!), I write almost all of the marketing communication plans that come through our shop. So, I spend a large amount of my time helping organizations create integrated strategies. Taking your conversation one step further, I’m amazed how many companies can’t wrap their heads around *integrating* social media with other communication channels. Social media isn’t a stand-alone. It gets back to your original point: If companies would invest the necessary time to develop a smart, comprehensive strategy, they’d see the value that stems from incorporating social media, “traditional” public relations (including media relations) and marketing. When the three disciplines work together, companies can get more bang for their buck. Fantastic post, Amy!
Heather (@prtini)
Wow – only nine days to go!
Integration is certainly a stumbling point for many organizations, as you and Beth both point out in your comments. For so long the focus has been on specialization and different functions have been able to get away with operating in their own silo. But as lines continue to blur in how people consume and interact with content, integrated efforts become more important.
I think I’d start with a goal and measurable objectives first. Then the strategies and tactics that help to meet each objective. As my friend Li Evans says (paraphrased): “Tactics without a plan is like doing nothing at all.”
Heather has an excellent point… a lot of organizations (and agencies too, from my experience) struggle with the notion of anything being *integrated* because they are typically siloed (PR Dept. or Digital or Design Agency). If you write a lot of plans like Heather does (and I used to), it’s easy to see how multiple integrated tactics help to achieve meeting an objective (and therefore the goal).
My question is what happens when PR, email, advertising AND social media are necessary to meet an objective? Who will be able to help? Will it take four agencies or one big one? Or, will there be marketers inside who can handle most/some of the tactical implementation?
Perhaps all the buzz around social media will help shine a light on why communication needs to be integrated… I can only hope. ;-)
Beth Harte
Community Manager, MarketingProfs
@bethharte
You pose a great question. As social media forces integrated campaigns to become more prevalent, where are the integrated professionals going to come from? Very few marketers have that broad a range of expertise – advertising, marketing, PR, SEO, direct response, etc. Is it going to be necessary for professionals to have that entire range of skills in the future? Or is it a matter of having an integrated team, comprised of several people with those specialties who work together? Good question to think on…
Over a decade ago, these same organizations put up websites (a tactic) with no strategy. That many are doing the same thing with Social media isn’t a surprise. If companies still have a website with no strategy, how can they be convinced their social media tactic should have one?
The digital fun continues.
Thanks for visiting the blog, Matt. Great corollary on the Web site issue. It will certainly be interesting to watch the digital fun evolve.
Beth is absolutely correct. Too many companies silo social media instead of incorporating it into their overall marketing strategy. Personally, I do not hear “print ad strategy” or “website marketing strategy”, however, I hear social media strategy on a daily, if not hourly basis.
Social media is a shiny new object as Nikki referred to. People want to just jump right in. A strategy, being more long term, is more sustainable than a tactic. (Ex. Moonfruit hashtag on Twitter)
~Miguel
@MiguelALlano
Great article Amy. Thanks for posting it. The word strategy is bounded around so much by a lot of people who seemingly do not know the difference between tactics and strategy, certainly in England (which might be why England has such a poor record in the world cup but that’s another story!). That misunderstanding though is starting to have some pretty serious drawbacks. I think in general the digital marketing industry has grown up based on tactical boutiques. This is partly because everything changes and springs up so quickly and partly because it is such a huge subject. That was fine ten years ago, you knew where you were with a web designer or a display advertiser but now clients actually want their lead agency to be able to talk about all things digital and bring solutions to the table that do have an over arching, joined up strategy.
You might have picked up the latest bit of news in the UK that digital (all of it) now outstrips TV advertising spend. It’s a very exciting time, because with budgets shifting in favour of digital the digital presence at a client’s top table of suppliers becomes more likely and the phrase ‘lead agency’ is starting to be whispered in darkened alley ways around Clerkenwell and Soho. (That last bit might require a more thorough knowledge of London’s geography than some of your readers are used to but I think you get the point).
The problem is that whilst Digital Agencies in general need to grow up, most are still focused on their tactical solutions, and your article highlights perfectly why that situation will not fly. I run a small digital marketing agency but from the outset we launched with the knowledge that providing a comprehensive digital marketing strategy was essential. Its early days and people thought I was mad when I first voiced my intention but throughout the latter part of this year people have started to ‘get it’ a lot more. We as industry need to get moving a lot quicker than we are currently if we are going to be able to have the conversations that clients are demanding.
Aaron Savage
Interactive Mix Ltd
Aaron, thank you for your thoughtful comment and for adding some perspective from the UK. You make an interesting observation about digital agencies “growing up based on tactical boutiques” and the fact that technology changes so quickly (even though the core principles of communication do not) is certainly a factor. Some shops probably don’t have the expertise yet to bring it all together, and some clients may not even yet realize that’s what is required.
Greatly appreciate your use of “whilst” in your comment. One of my favorite words and one that I wish was used much more extensively this side of the Atlantic. ;-)
“Like a soldier heading into battle, knowing what you are fighting for will make the difference between victory or defeat.”
Great quote!
Perfect timing, Amy! I’m speaking to a group tomorrow and I’m torn. Do I explain social media tools from scratch — best as I can — or do I presume they’re already fluent and talk about how to integrate the tools?
It’s difficult to gauge. Since we’re immersed in this stuff all day long, I’m curious to ask them what people in the real world think of it all.
You’re so right about communication. That’s the heat of the matter. Technology will always evolve, but it all boils down to message and strategy. Thanks again for making me think.
Michael Huber, timesunion.com
Excellent post.
I’ve run across a few clients or would-be clients who just want me to get them on Facebook or Twitter without any real thought as to what they want to accomplish and how those two tools and other social media tools – along with more “old fashioned” tools – play into reaching goals.
Far too many companies are just launching into social media with no strategy and no clear objectives in mind. And far too many agencies are letting them.
Social media is an enormously powerful tool that enables direct communication with the target market. However, with the way many companies are entering the social media world in a drifting and undirected manner, I fear their social media efforts will fail. This will create ill will toward social media – suddenly, it will fall into the “yes, it is neat but it doesn’t really do any good” category – an attitude that simply isn’t true for smart companies, but one I fear will be all too true for companies who engage in directionless social media efforts.
It is a great example of what Sun Tzu said: “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. “
Clay, thanks for visiting the blog and for the great quote! I love it.
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