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According to a new report from Knowledge at Wharton, there is a shake out going on in the social media space. It will continue to happen, but what strikes me as important in all of this is that it is not just going to be about advances in technology. The players that survive and thrive are going to be the ones that differentiate and provide a user experience that people can’t get anywhere else. For instance, if MySpace wants to thrive (not merely survive like it has been), it needs to decide how it wants to be different from Facebook and then deliver that differentiated experience (like it currently does for the music scene).

-Jen Travis

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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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