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- Defining Social Media
- Who Can Benefit from a Social Media Strategy?
- So What?
- Conclusion
- The Essence of a Superior Social Media Strategy
- Superior strategists assess the competitive landscape
- Superior strategists make big-picture choices
- Superior strategists coordinate the choices
- Superior strategists coordinate the choices into a coherent path forward
- Superior strategy results in an orchestrated set of tactics
- Conclusion
- 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
- Conclusion
- Functional Perspective
- Dynamics Perspective
- Experiential Perspective
- Conclusion