Social media is still primarily a tactical rather than strategic effort within companies. Years ago while at a meeting and doing introductions a young social media maven offered, “Hi I’m Rebecca, I work at Tribal DDB and I teach clients how to use Facebook.” You just remember this stuff.
This Technorati link shares some interesting data points on social media and confirms my strategy vs. tactical point. Only 51% of company social media programs are managed out of the marketing department. And let’s face it, many marketing departments are tactically rather than strategically focused themselves. Sure they keep an eye on sales, but mostly they measure acquisition tools, traffic, engagement and, lately, activation. The strategies driving these things, the value-based claims, are not measured. There is also some data on top three social media careabouts for the coming year, none of which are strategic – even though they are ironically identified as “strategic objectives.”
Measuring awareness of the advertising line “Hope Lives Here” is not nearly as important as measuring attitudes towards “physician who know the latest protocol.”
With a plan, social media can soar. With a plan social media can prime the attitude pump. With a plan, not only the 51%, but all others, can be a chorus of harmonious business-building voices. Peace.
