Comments on: Is Strategy Useless?

By: Valuable Internet Information » Is Strategy Useless? « Communication Ammo, by Sean Williams

Tue, 02 Mar 2010 05:36:26 +0000

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By: Beth Harte

Beth Harte — Mon, 01 Mar 2010 20:19:25 +0000

Sean, Olivier, this is a MUCH needed conversation… Thanks for chatting with me about it today.

Too many chefs, not enough cooks. Sure, I could plan a great menu…but will you be able to eat it?

By: Sean

Sean — Mon, 01 Mar 2010 20:05:35 +0000

@Olivier and @Beth — thanks for gracing my humble blog.

Truth – the problem isn’t useless strategy, it’s useless STRATEGISTS. This problem exists in many business areas — back in the day, freshly minted MBAs displaced under-educated but highly skilled managers with disastrous results (Allstate was a notable one).

I think the issue in the Social Media space is that no one knows exactly what the objectives are — hence, the strategy discussion is missing the point. Now, if we jump in with no idea of our objectives, no plan for what we’re going to do and why, we deserve what we get!

Many thanks for your excellent comments.

Rock on.

By: Beth Harte

Beth Harte — Mon, 01 Mar 2010 19:55:02 +0000

Sean, I think you misunderstood the context of my question and the responses. I NEVER said strategy wasn’t useful. What kind of marketer would I be with that mindset?!

I was asking where the tactical folks were because in the “social” world everyone is a strategist or analyst… For example, ex-Forrester analysts moving from analysis to strategy (what about understanding tactics?!). It begs the question “then who is actually doing the work that the strategy calls for?”

The other thing that I have often bumped up against are strategists who haven’t done work in the tactical arena. As such a lot of their strategy, while it sounds fabulous, is not implementable, realistic or cost-effective. You get to learn what works, what makes sense and how much things cost when you are in the trenches.

The other issue is that a lot of folks jump into strategy before understanding objectives (i.e. measurable objectives!). A strategy without objectives is just as bad as implementing tactics without a strategy.

Beth Harte
Sr. SME, Digital Marketing – Serengeti Communications
@bethharte

By: olivier blanchard

olivier blanchard — Mon, 01 Mar 2010 19:54:13 +0000

Hey man. I have no aversion to strategy. Quite the contrary. I LOVE strategy. But it’s all an intellectual exercise until you actually move to implement it. And that’s where magic or trouble happen:

1. On the one hand, you have strategists who understand tactics, who come from a tactical background, and have the insight to know that implementing the strategy will require X, Y, Z and loads of flexibility.

2. On the other hand, you have strategists with little or no tactical insight. Their strategies may sound brilliant but they go nowhere.

The focus on strategy in the corporate world right now, especially as it relates to SM is out of balance. Everyone is trying to deliver “strategy.” Look around: How’s all that strategy converting into execution?

We need more tactically-minded discussions. And people.

Cheers,