If your boss comes to you demanding “We need to do social media”, your first response should not be “Okay.” Instead ask him why. Why ask why? Because in marketing we do not put tactics first. We think strategically then execute tactically.
First determine whether or not social media, or what ever you are discussing, fits into your overall marketing strategy. How will it compliment your existing marketing mix? What do you hope to achieve? Who will it target? Once you have explored the “why” and have decided it it something you wish to pursue, then execute tactically.
Doug Burton
