This afternoon I had the opportunity to speak to 200 social media enthusiasts who were concluding an all-day conference on the role of social media during times of disaster.
I talked briefly about a future that will be driven more by strategy and less by the actual tools and technology. We must begin with why, not what or how.
Sometimes we find ourselves focusing on gadgets, widgets, tools and technology. Too many of us know how to tweet without knowing why we tweet. Too many of our agencies or organizations create Facebook pages without having a clearly defined purpose. Too often we assume that because we can, we must.
My desire for each of us is that we become more active in social media, but only in a purposeful way. We must avoid the temptation to join the parade just because everyone else is doing it. My hope is that we begin with strategy and then move to tactics, that we ask before we act, and that we think before we do.
May our mantra be: Strategy first. Tactics second. Results always.