Tuesday, December 23, 2008

Big questions for social media strategy

Tom's updated The Building Blocks of Social Media Strategy diagram after a first round of feedback.

It's getting nice and simple. You can judge if its getting clearer for that.

I've got a few broadbrush questions to throw into the pot. I have in mind some answers - but I'd rather raise them first before joining in with my own responses.

Here's some things we might consider:
  • Let's think about the actions in each case. Perhaps this will help clarify the language? What is it that must be done to make the strategy reality - element by element?
  • And to help that, let's maybe consider the Purpose of this project. Why are we doing this? What wrong are we trying to correct? Are we fed up of the smoke and mirrors and misdirection that many are using in the name of social media? Are we attempting to invent a language to describe a new set of actions?

  • I thought it may be interesting to look at jobs, terms and processes which emerged as a result of the printing press (for a revolution of similar scale to the arrival of the networked world) and map that on to this project? (image courtesy)
For example there were scribes before and printers after. How would those people have started describing what they had to do to fulfil the strategic change? You'll be able to think of numerous other post-printing press roles and processesn - and results of these. How could that approach apply to mapping social media strategy?

Biggest question really is, 'the why,' though.

For example, if this is a project to reassure frightened people the result will be very different from one which is about evangelizing the truth - and different again from one driven by a desire to provide a toolkit for those ready to make fundamental change.
  • And then there's the scope.
Is this a 6-24month transitional model (to help broadcast mindset businesses make their move to the networked world) or a 2-100 year transformational model taking account of the fact that the network will disrupt where-ever it touches and that the eighth mass media is upon us?

Big questions. And perhaps only answered by more than one model?


The rate of change is so rapid it's difficult for one person to keep up to speed. Let's pool our thoughts, share our reactions and, who knows, even reach some shared conclusions worth arriving at?