I am directing some members of my team in work on a social media strategy for a client right now.
Along the way, an issue has come up, we find ourselves artificially pulling away from offering guidance to our client as soon as the solutions begin to bleed into brick-and-mortar tactics.
I think the issue is in how we have positioned the strategy. Putting it in terms of "social media" and "web 2.0" are useful but are too focused on tactics rather than the human needs that they respond to. These needs are where we should start. Eventually the use of these phrases devolves our conversations into becoming about tactics and not how users live their lives and how these tactics among others meet or don't meet their needs.
To that end I have to wonder if I should stop offering "social media strategy" or "Web 2.0 Strategy".
Feeding on vivid studios' early strategic offerings and my desire to lead with the needs of the user rather than leading with tactics, I am considering offering "Community and Network Strategy" instead.
A subset of this planning will include a discussion on tactics. And some of these tactics may end up forking out under a heading such as "Social Media" -- but not necessarily.
I want to be able to also recommend meetings at Starbucks and striking up relationships with new mothers through decade old email lists alongside Facebook pages and tweeting. These tactics are fair game, as far as I am concerned, but they get easily over looked because there is little room for them in a "Web 2.0 Strategy".
It's not an all-or-nothing shift. "Community and Network Planning" just keeps everyone focused on our audience and the seas they are swimming.
0 comments:
Post a Comment