What’s Missing From ‘Social Media Day’

By Mikal E. Belicove|For Entrepreneur.com|June 30, 2010

Just 22 days ago, on the 8th of June, the minds over at Mashable.com decided we needed Social Media Day, a special day on the Gregorian calendar celebrating social dialogue and the tools and platforms enabling the “revolution” (Mashable’s word, not mine). And they decided that day would be today. While I’m all for raising awareness of social media, it seems to me that the vast majority of businesses would be better off celebrating Social Media Strategy Day.

As Tac Anderson of Waggener Edstrom points out in The 3 Types of Social Media Strategy, what’s missing from most social media strategy is the actual strategy part. That’s a bingo! In my experience, far too many companies launch themselves into the web’s socially enabled ecosystem with nary a clue as to how their efforts relate to business strategy and ultimately, the bottom line.

We all know of businesses that have a Facebook Business Page or Twitter account, give it the old college try for the first month or so, and by day 90–when they’ve either become sidetracked by other areas of the business or don’t see a social media-related impact on the bottom line–throw their hands up in the air and arrogantly proclaim that social media marketing doesn’t work.

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