Strategy sometimes gets a bad name because it is viewed as manipulation – a killer for relationships. I mean, who wants to feel as if they are just a part of some grand master plan?
However, too many companies are jumping into using the latest technological trends and emerging media opportunities without too much thought as to why they are doing it.
I would like to submit that this can lead to a destructive outcome for members of social networks and businesses alike.
My thought is that an organization or business should take stock of where they fit in to any given social network and how they can contribute to an online community before they jump into the water. In the academic world, they call it adding to the body of knowledge. Online companies can add significant resources and/or content.
I had an opportunity to talk with some leading public relations and marketing managers this past week, many of whom are just stating to consider social media. I prepared a strategic look at how to get started.
The main message was to practice a little social anthropology (listen) and then to participate and contribute. I went into some of the details of how to do this in this presentation, which I have put up on Slide Share.
As always, I am very open to your thoughts and opinions on this subject.
