3. How to Think Strategically about Social Media

One of the biggest challenges with social media is that most people run their campaigns in reverse order.

What do we mean when we say people run their campaigns in reverse order? They start by thinking tactically before they think strategically, which is backwards.

A typical approach is to kick things off by saying, “We need a Facebook page. And a Twitter profile. And a Pinterest board!” But that’s the wrong way to go about it. The right way is to say, “We need a goal. And an objective. And a strategy.” If you start your campaigns by focusing on goals and objectives first, then you can work your way through to strategies, tactics, and executional approaches after that. The result is that you’ll ...

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