How to Think Strategically in a 2.0 World

February 10, 2010

I believe the social media revolution may be the greatest advance in communications since Gutenberg invented movable type.

A critical mass of people has joined the revolution. Their enthusiasm has prompted them to talk about their “social media strategy.”

There is nothing strategic, though, about either movable type or social media. Both are tools—means to an end. They are inventions that help people communicate quicker and better.

At first, I loved the phrase “social media strategy” because my mantra has always been strategy before tactics.

I’ve often criticized people who act before they think. I have little patience for people who try to communicate without first asking themselves some very basic questions.

Non-strategic communicators don’t really communicate. They just make noise. They write news releases without knowing why. They produce brochures without having a target audience in mind. They bore us with PowerPoint presentations because they have not given thought to what they want us to do with the heap of meaningless, irrelevant information they’ve just dumped on us.

Just because we’ve moved into a 2.0 world doesn’t mean things have changed much. The proliferation of noise continues. People tweet without having a clue who they’re talking to. Too many bloggers ramble on without thinking things through.  Nonprofits create Facebook fan pages with no real understanding of why. We live in a world where too many tactics are not tied to a strategy, so the clutter and confusion accumulates. Read the rest of this entry »


%d bloggers like this: