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Are Social Media Strategies a Waste of Time?

Posted by Nolan Wilson

on Thu, Aug 28, 2014 @ 06:57 AM

are social media strategies a waste of time?Successful social media marketing is all about executing a well thought out strategy that is based on copious amounts of research and case studies, right? Not always, according to Guy Kawasaki, author of more than a dozen books, including his most recent best seller titled Enchantment.

Kawasaki has become well known in social media circles for doing things his own way and not always following the “rules” of social media and social engagement. This is also what has made him very successful and has caused many marketers to rethink their approach to social media.


Do I Really Need a Strategic Plan to Be Successful?

This is an interesting question to pose, and it can be interpreted multiple ways. Undoubtedly, there will be marketers who will argue the key to success is in proper planning and strategy. With any campaign, you need to know what you want to accomplish and how you will accomplish your goals at the very minimum – meaning you need some form of strategic plan to get started.

You could also make the case that having a strategic plan does not guarantee success. Many companies have strategic social media plans and fail to achieve their desired level of engagement.

The fact that Kawasaki doesn’t buy into the idea that you need to have a “strategic plan” to get started is interesting. You could call into question his definition of “strategic plan” or the rigidity of his overall strategy. You can make a case for the three pillars of enchantment being his strategic plan.

These three pillars are:

  • Likability

  • Trustworthiness

  • Quality


Sometimes You Have to Break the Rules

The key takeaway from Kawasaki is perhaps more about being different than not having a strategy. After all, you could argue that his strategic plan is based on breaking the rules of social media and walking to the beat of his own drum.

If all you ever did was stick to the plan and follow the status quo for your industry, it makes it more difficult for you to stand out and prove to your users, customers, and followers that you bring something different to the table.

Why break the rules?

  • You will stand out

  • It gets you extra attention

  • It helps you differentiate from your competitors

  • There is the potential for a huge payoff – especially if you can go viral

However, this doesn’t mean that you should be reckless, either. You need to break the rules the right way and be calculated about how you do so – meaning it will be part of your strategy!


There is No One Right Way to do Things

How do companies and people become popular on social media? They try new things. It is the trendsetters, early adopters, and proactive companies that get the biggest benefit from social media.

Doing something different could be what makes you unique and separates you from the pack. It also points to the fact that there is no one right way to do things. What may be a success for one company, may not work for your company or in your industry.

It’s important to take things on a case by case basis. Don’t be afraid to test new ways of doing things. Also, don’t be afraid to change your strategic plan. Think of it as a dynamic document that could change week to week. Always be looking for new ways to do things and for opportunities to try something new as part of your strategy. You never know when breaking a rule or trying something new could take your social profiles to new heights.


There Is Room for a Social Media Strategic Plan

Most companies don’t have hundreds of thousands of followers or the same resources of Guy Kawasaki. Therefore, there is definitely a need for a strategic plan to get the ball rolling on social media.

The key takeaway is to not use the strategic plan as a crutch. Always be looking for new ways to approach social media, be dynamic, don’t be afraid to go against the status quo, and focus on creating content and conversations that are likeable, trustworthy, and high quality.

Learn More About Strategic Approaches to Social Media

How To Approach Social Media Management: Jack of All Trades? Or Master of One?

How To Increase Your Facebook Presence For More Leads And Sales

Find Your Sweet Spot to Social Media Timing and Posting Frequency

Social Media – Which Platforms are the Most Important to my Business?


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Nolan Wilson
Manager/Content Development

Nolan helps businesses plan, strategize and create content to support inbound marketing campaigns. He keeps up with the latest trends and developments in content development and SEO to ensure your content meets the ever-changing standards of Google and is positioned to help you exceed your online marketing objectives.

Let WhiteSpace handle your content so you can focus your time on what you do best – Successfully running your business.


Written by Nolan Wilson

Nolan is an avid writer, go figure! But more specifically, writing inbound online is his passion, and he's really, really good at it. You can follow Nolan on Twitter.
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