The Role of the “Social Media Strategy” as Trojan horse

By Posted in - Internal Communication & iwmw14 & Presenting & Social Media & Strategy and Planning on July 23rd, 2014 0 Comments

This post is part of a 4-part series (part 4 of 4)

In this series we’ve been using a military metaphor to think about social media strategies from why they don’t make great strategic sense through to thinking about how to put them together. To end, I’d like to think briefly about how a social media strategy can be an outstanding weapon for your organisation.

While I believe that social media strategies when treated in isolation are nonsense, they can have a powerful side effect. They can work as a Trojan horse, giving you the stealth cover that you need to get inside and unleash the conversations that your organisation really needs to be having.

In fact, your social media strategy is the ultimate Trojan horse of modern marketing and communications. This list isn’t exhaustive, but just some of the issues we have managed to lay on the table in the work that we’ve done include:

  • The need for a strategic and managed approach to internal communications (when you think what you’re addressing is an external communications piece);
  • Restructuring communications around audience needs instead of internal department structures;
  • Content creation and the resourcing of great content;
  • Market and audience research, and the need for this;
  • Cultural change;
  • Organisational strategy and goal setting.

There are many, many more, but all of these are issues that we’ve been able to surface in organisations that we’ve worked with through a starting point of planning a social media strategy. And if for that reason and no other reason, then your social media strategy – for all its potential nonsense and pitfalls – can actually become one of the most powerful weapons available to you. It just looks a bit like a wooden horse. With wings. You just have to know how to build it and roll it in, and that’s where we come in.

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