A strategy is meant to outline the means to achieving a specific goal – not to choose an exclusive tactic for execution, which may or may not be the best way to reach that goal. If you create a marketing strategy, or a communications strategy, or a customer service strategy, these may include social media – and they may not.
How do you know if you’re moving in the right direction, strategically? Here are a few cautionary signs to point the way. You can be assured that you are not getting social media right, if you are doing any of the following things: