Summary • Outline • Study Questions • Flashcards • Quiz
“Everyone needs a strategy .… Despite the problems of finding ways through the uncertainty and confusion of human affairs, a strategic approach is still considered to be preferable to one that is merely tactical, let along random. Having a strategy suggests an ability to look up from the short term and trivial to view the long term and the essential, to address causes rather than symptoms, to see woods rather than trees. Without a strategy, facing up to any problem or striving for any objective would be considered negligent.” – Lawrence Freedman
Having a sound strategy helps in major ways. For example, it helps guide how to select what scarce resources to employ and how to coordinate them. A sound strategy provides a powerful message that can be used to educate employees in the organization. It positions the message at just the right level of detail or abstraction – it guides but does not dictate actions. And lastly, a sound strategy provides stability during tumultuous times and crises, by narrowing down operational choices into a manageable few during difficult times.
- The Benefits of Strategy
- A sound strategy helps guide your deployment of scarce resources
- A sound strategy helps coordinate people and resources
- A sound strategy provides a powerful message to educate employees in the organization
- A sound strategy provides stability during tumultuous times and crises
Chapter Deep Dive Study Questions
These exercises are designed to enhance your understanding of the chapter's key ideas, principles and approaches.
The chapter outlines four major benefits of developing social media strategies. Develop a 4 x 3 grid. In column 1, list the four benefits. In column 2, list a counterargument for each benefit. In column 3, indicate your retort to the counterargument.
List and illustrate three signs that your social media strategy has moved out of the Goldilocks' zone.
Draw diagrams of the: a) "tease and seize" strategy, and b) "assess and respond" strategy. Use your diagrams to point out three major advantages and three disadvantages of each strategy.
[q] Assess and Respond Strategy
[a] An approach in which you assess posts and respond in an appropriate manner. The responses could range from directly replying to the post to ignoring it.
[q] Tease and Seize Strategy
[a] An approach in which you tease different audiences with several different kinds of posts, monitor the results and then seize the opportunities implied by the feedback.
[q] Goldilocks’ Zone
[a] Positioning the message at just the right level of detail or abstraction — not too much; not too little. The zone is the “sweet spot” that guides but does not dictate actions.
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Question 1 of 10
“Rope-a-dope” is a great social media strategy.Correct
Question 2 of 10
According to your author, the “assess and respond” social media strategy meansCorrect
Question 3 of 10
A good social media strategy can help a person or organization calmly respond to some inflammatory posts.Correct
Question 4 of 10
A good social media strategy provides an educational message to employees in the organization.Correct
Question 5 of 10
If you routinely provide content for all the major social media platforms, then you have a great social media strategy.Correct
Question 6 of 10
Bad strategies are often emergent or de-facto.Correct
Question 7 of 10
Which of the following need(s) to be coordinated to develop a good social media strategy?Correct
Question 8 of 10
Good strategies tell people what to ignore as well as what to pay attention to.Correct
Question 9 of 10
A good strategy can be thought of as an organizing framework.Correct
Question 10 of 10
A well-chosen strategic framework does not require frequent revision.Correct