Don’t Forget the Details

Social media is an ongoing experiment. It holds great promise for marketing, yet still perplexes many companies. However, ignoring it is like someone in the year 2000 saying “we don’t need a website”. 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.

I enjoy working through these strategic struggles with my employers and clients. But the fact is many companies fail to anticipate the demands of the required day-to-day details. And 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.

I am assisting a North American law firm on their marketing strategy, a subset being social media. The work has retaught me a lesson: if you choose to go for something, really go for it. To their credit, this law firm has decided to pursue, for their industry, an aggressive social media strategy. Read more