A Strategy Requires Purpose, Focus, and Measurability
Dave Atkins Media! develops strategies for small to medium-sized businesses to use social media (e.g. blogging, twitter, facebook) to connect and engage their customers, clients, and constituents.
Purpose
Successful social media projects meet a specific, identified need. The purpose could be building awareness or it could be more tactical--using new media channels to provide support directly to customers and gather feedback. We can help define a purpose that drives a solution.
Focus
Social media is not website design. In talking with clients, customers, and constituents, you cannot plan and control every interaction, so you instead focus on what you are trying to achieve. Adapt and improvise but keep asking, why am I doing this...how does it serve my purpose?
Measurability
The bottom line matters. Even if the purpose of a campaign is broad, we can still define and track basic metrics to evaluate the effectives of our strategy. As we measure, we adjust. Strategy is not a grand plan that takes months to develop and execute--it is a results driven approach that measures and adapts as necessary.