Marshaling the Resources for a Social Media Engagement Program
The strategist also needs experience in branding, messaging and customer service. What you say and how you say it are just as important as what venues you say it on. The critical part of this role is the ability to nuance or translate communications appropriately into the appropriate social media outlets to create and stimulate conversation, engagement and emotional brand attachment. Some of this may look like traditional marketing, but it’s different due to the real-time aspect. This makes it important that the strategist brings experience in creating and managing the communication.
On the technical side, the social media strategist will need to be aware of the various social media tools and channels as they are emerging (GetGlue, is an example of a new tool), when they hit mass-adoption (Facebook), and when they are waning (MySpace). Assume roughly 10 percent to 20 percent of the time will be spent researching and understanding existing and new tools, and the ways people are adopting this technology.