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3 Things You Need to Know About Social Media Strategy


Companies large and small are rushing to understand and get involved in social media. But most of the agencies and consultants who are being paid to establish social media campaigns for corporations are afraid to tell their clients three things they don’t want to hear.

1. Everyone Must Work Together

hands in image

In most big companies, IT, digital, marketing and sales not only don’t work together, they compete with each other. Until they start collaborating as a team, you will not succeed in social media.

For example, I recently handled social media advertising for a major retail chain’s holiday microsite. The promotion was conceived by the digital department and involved augmented reality. But the IT department refused to allow a link from the homepage to the microsite because the microsite’s design was done by an external agency.

Further, the marketing department refused to allow a dedicated e-mail to go out to the company’s mailing list, and when placed in the company’s normal promotional e-mail, the link to the microsite was lost in a sea of weekly specials.

These hurdles made it very hard to drive traffic to the microsite.

But more than that, this lack of internal collaboration and contact makes any kind of social media involvement virtually impossible.

A company that hasn’t learned to listen to its own employees, and encourage them to collaborate internally, is not likely to succeed in integrating social media tools into its marketing mix, no matter what agency or consultant they hire.

Others include getting Top Management On Board and Don’t Expect Overnight Success.

Read more here.


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