|> Point One: Asking your marketing director to create a Social Media (SM) strategy is like asking your architect to develop a fastener strategy. No doubt the chosen building contractor will need to use nails, screws, and staples to build your house, but it's a misguided question. <|
Marketing Tactics – creating the steps/processes we need to take/create to execute these strategies. In other words: How are we going to meet our strategic marketing goals?
Marketing Tools – developing the materials and physical requirements for tactic execution. In other words: What assets do we or the business development and sales folks need?
|> The answer to the question: "Do you have a Social Media strategy?" is "That's impossible."<|
|> Point Two: Creating a Social Media (SM) budget is like asking your architect to develop a fastener budget. Again, she will need to spend a percentage of your budget on fasteners, but picking a number to spend on fasteners before you even have a blueprint is a ridiculous exercise. <|
|> The answer to the question: "How much should we budget for Social Media?" is "Nothing." <|