The future of social media strategy – proactivity and purpose.

I’ve been using this chart a lot recently as I think it shows not just the place corporate social strategists are in right now (the career decision point), but also the place social media marketing is in right now (whether client side or supplier side). The choice is simple, be reactive and become a help desk, or be proactive and push social through businesses in a scalable way. Ultimately brands must have purpose in social media, just being in these channels for the sake of it is questionable from a consumer point of view, dangerous from a PR point of view and empty from a return on investment point of view.


Thanks to Altimeter for this – check out the full report here:

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