Long-term Success in Social Media Is about More than Tactics
Later this month I’m the keynote speaker at the Dutch Marketing Conference Digitaal willen we allemaal in Utrecht. I’m speaking about the danger of building your social media strategy on tactics (“We need to use Twitter” or “We need to use Facebook”) rather than focusing on ongoing and sustainable engagement. Long-term success comes from a strategic (not tactical) approach to social media and from properly evaluating why you are using social media in the first place and how you will measure its success against overall business objectives as well as any individual campaign aims that you might be focused on at any given time.