This HBR article challenges people's perception on the difference between a strategy, an objective and action.
The problem with social media is that it's treated as a departmental issue. Marketing, Sales, HR, Customer Service all have a plan and a set of objectives but Board / C-Suite have not pulled this together into a strategy.
Marketing's social media plan often is to post on social media corporate marketing. Sales again post on social or they have read a Hubspot article on social selling. Most customer service companies know that they need to talk with customers on social. The issue with this is that negative comments are there for everybody to see. And finally HR will post job ads.
With so many departments, with the importance of future revenue, brand recognition, talent management, new product development, and customer experience. And there is one unifying process. Social media.
It's 2018, social media has been around for more than 10 years, we have proved an ROI on social selling some 3 years ago ..... surely it's time to capitalise and have a strategy, rather than the continued siloed, random acts of social.
An “objective” is something you’re trying to achieve — a marker of the success of the organization. At the other end of the spectrum is “action.” This occurs at the individual level — a level that managers are presented with day after day. So naturally when they think “strategy” they focus on what they do. But this isn’t strategy either. “Strategy” takes place between these two at the organization level and managers can’t “feel” that in the same way. It’s abstract. CEOs have an advantage here because only they have a total view of the organization.