The Financial Times Guide to Social Media Strategy



PART 1

PLAN

Developing a successful social media strategy

Strategy matters. Without strategic planning, time and money is wasted on tactical activities that are not aligned to real priorities. Too much attention is given to outputs – cleverly worded tweets, attention-grabbing posts, amusing videos, beautifully art-directed images, funny Snapchat filters – and not enough on measurable outcomes. Opportunities are missed. Bad ideas slip through the net, while good ideas are underfunded. Lessons are not learned. Risks are taken that are avoidable.

My primary purpose in writing this book is to encourage you to think, to analyse, to plan, to ask questions before embarking on any social media initiative or making any significant ...