There’s a lot of talk around the need for a social media strategy, but why and how?  The reason is simple: if you’re not currently in control of your digital identity, the odds are pretty good that others are or soon will be. And if your organization dives into the social media world without a road map, then you could run the risk of appearing narcissistic, like you have ADHD, or even worse… inauthentic.  Creating a social media strategy is akin to creating a blueprint to help your organization hone in on the important stuff, such as figuring out what channels makes sense, how much time you should be spending, and who to engage. Social media should be a piece of your larger integrated branding strategy, because it’s essentially another touch point, or an opportunity to communicate and reinforce your brand promise.

-Bianca Abate

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