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the misnomer of social strategy

475392084_513e68c64a_o Let's be very clear.  Everything we do in business should be strategic, but that doesn't mean that simply using the word strategy makes it so.

Social strategy is a misnomer.  It's marketing strategy, communications strategy, CRM strategy and creative strategy.  In other words, it's business.  If anyone tells you otherwise, they are mistaken.

Tool and platform strategies (ex Facebook Strategy, Twitter Strategy) are great for building tool and platform social currency.  But in the world of marketing to real people and selling real goods, let's be real.  Social strategy is a misnomer.  It's just business strategy for a social world.  Anything else, it just won't work.