Don’t be a disease chasing a cure. I’ve said that countless times to clients and colleagues in regards to chasing after the newest bright and shiny social media toy. And it’s a stance that more brands are embracing.
In essence, it suggests that for a brand to enter a new social outlet or platform, they need to have clear objectives and goals set in place to justify and shape their strategy for being there in the first place. The brands who are doing it right know what they’re setting out to do, which provides direction and a path to success. Brands who blindly enter a space because “everyone else is doing it” might as well hang up the towel because they’re bound to get lost in the clutter (not to mention waste manpower and dollars in the process).
My advice for all brands, whether they’re an F500 or small business, is to define what success on that outlet looks like. What are the goals, who are you trying to reach, and how can you get there? By carving a strategic route, you’ll see infinitely stronger ROI and ROR (return on relationships).
As Kim Kadlec, worldwide VP, global marketing group at Johnson & Johnson said: “You must know what you are trying to accomplish [first]…What’s your end game? What are you trying to accomplish? People are there because they love [Facebook]. We don’t want to ruin the party. That’s our challenge.”
Social Spinning Plates 
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