You do not need a social media campaign, social media strategy, nor necessarily a social media strategist.
You need a strategy that takes into consideration how social media has fundamentally changed the marketplace and thus are able to create a 100% holistic strategy that is aligned with the brands main business goals. And as the purpose of most brands is to create a new customer you would come a long way just re-defining your purpose to create a customer that not only wants to, but helps you gain new customers. That means focusing on your existing customers. A harder job... Secondly it would be wise to find the answer to: Why are we in the market?
Based on an emotional answer, you will be able to find an ideal that your ongoing communication can build upon. Summary:
1. You need a communication strategy that enables you to act more meaningful and constructive in the new marketplace - where trust and activation is key. 2. You need to create solutions, that are ongoing 365 days a year based on a repetitive strategy process, which are a combination of platform, communication and product.
More on the topic
How social media is changing the business of branding: http://aresonance.posterous.com/how-is-social-media-changing-the-business-of
Activate The Market (Presentation): http://aresonance.posterous.com/activate-the-market-its-time-to-roll-up-the-s
You need a strategy that takes into consideration how social media has fundamentally changed the marketplace and thus are able to create a 100% holistic strategy that is aligned with the brands main business goals. And as the purpose of most brands is to create a new customer you would come a long way just re-defining your purpose to create a customer that not only wants to, but helps you gain new customers. That means focusing on your existing customers. A harder job... Secondly it would be wise to find the answer to: Why are we in the market?
Based on an emotional answer, you will be able to find an ideal that your ongoing communication can build upon. Summary:
1. You need a communication strategy that enables you to act more meaningful and constructive in the new marketplace - where trust and activation is key. 2. You need to create solutions, that are ongoing 365 days a year based on a repetitive strategy process, which are a combination of platform, communication and product.
More on the topic
How social media is changing the business of branding: http://aresonance.posterous.com/how-is-social-media-changing-the-business-of
Activate The Market (Presentation): http://aresonance.posterous.com/activate-the-market-its-time-to-roll-up-the-s