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the cornerstones of social strategy

By Tiphereth on October 5, 2009

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I’ve been working on a number of social media campaigns lately, some really long term and some short term. What do they have in common?

  • Defining social objectives
  • Social media monitoring
  • Channel strategy
  • Content strategy

The combination varies from client to client but its really important to have these cornerstones to help build a  social media conversation.

What I’d like to add to this list is a retention strategy. Particularly for the short term campaigns. What happens to the Fans of the neglected Facebook Pages? They find out their brand is just not that into them. I wonder about the effort that goes into building up a community if you’re just going to leave it behind.

This is intended an introduction to social strategy, I’m going to cover off each of the cornerstones in the following posts so stay tuned. In the meantime, is there any time you’ve been let down by a social media campaign that left you in the lurch when it ended abruptly? Did you feel differently toward the brand as a consequence?

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  • http://coyotecreative.net/ coyote creative

    Yes re: FB – Who wants their own page littered with commercial posts – not me, even though I support a business, I tire quickly of unmanageable updates.

  • http://jyesmith.com/ Jye Smith

    Nice succinct points – it's always interesting introducing these to the clients too. It's a big ask for some clients to introduce all 4 in one hit wrt investment etc.

    Great post.

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  • http://www.facebook.com/profile.php?id=211600059 Jessie Cheung

    Great points, but what happened to the follow up posts?

  • http://www.digitaltip.com.au tiphereth

    Hi Jessie, good question. Thanks for the kick along – I'll do them!