In a rush to be relevant, organisations have typically thought too short-term and too tactically when it comes to using social media. Driven by a 'fear of the vacuum' and not wanting to appear absent from any social space, many have come to grief.
To add sustainable value, social media should be approached strategically, with a purpose in mind. That purpose will guide not only which channels your organisation should be communicating through, but also help you carefully consider the rationale for using them too.
To discover the Seven Strategic Purposes download the infographic.
For a detailed discussion of this topic watch our webinar on An Executive's Guide to Social Media.