Reputation Matters, Forbes, August 17, 2011

#11: “Strategy, The One ‘Do’ Amidst the Don’ts — Wrapping Up ‘The 10 Don’ts of Corporate Social Media’ Series”

Strategy, Strategy, Strategy – that is our prescription for corporations looking to enter or exist in the world of social media.

It is so very easy to enmesh your brand in the frantic social media activity of the moment; and it is so very easy to get off track, off-message, and, well, just plain off.

Whereas Boards, CEOs, CMOs and corporate marketers are fairly adept at judging and managing the value, efficacy and quality of conventional marketing and media strategies, because they are essentially uncertain about what is going on in social media they can be easily led astray.  When you don’t know where you need to go, all roads will take you there.

When all bets are off, you do not know where to lay your money down.

And this is where strategy must come into play. […read more]