Strategy more important than motivation

-Why do you own 3 winter clothes that look so much alike?

-What do you mean they look alike?

-Color, style, attire. With slight differences in the details, of course, but still … why?

-Well that’s from my sister-in-law. This one I like a lot. And the other one I got as a gift.

-And you intend to wear all 3 of them this winter?

-What do you think?

……

It’s extraordinary how we can find a different motivation for 3 objects that seem so much alike and have the same purpose. She found 3 different reasons for 3 clothes that look alike and have the same purpose.

And this happens sometimes in social media as well, right? “I use Facebook because someone told me to” “I’m on Twitter because I like it” “I write on a blog because someone made one for me”, “I’m on Pinterest because someone else is too” etc.

I can conclude from this that many brands have embarked on a wrong road starting from their motivation. What is it that motivates them? The fact that someone else is there and that’s the trend these days or the fact that social media is part of the planned strategy regarding digital marketing?

Before entering social media and beyond the motivation everyone needs to have, strategy has to be at the base!

Because strategy helps you remain objective, strategy helps you fight for results, strategy is the one that helps you resist “social media waves” strategy helps you communicate, not how the social media guy wants to but in accordance to the brand’s DNA and business purpose.

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