Social media is an ongoing experiment that continues to perplex many companies. The challenging (and fun) part of social media has been figuring out if, where, and how a company should play. The variables are a veritable Rubik’s Cube of choices.
Many companies think they nailed the strategy but fail to anticipate the day-to-day details. This is why countless efforts crash or disappoint. Shocking too, is how little this is mentioned by the experts who prefer to tantalize with metrics of social media’s use.
We assisted a North American law firm on their marketing strategy, a subset being social media. The work has retaught a lesson: if you choose to go for something, really go for it. To their credit, this firm decided to pursue, for their industry, an aggressive social media strategy.