Point of view: Brief encounters
Molly Flatt1000heads
What is the single common thing that drives every social media strategy? A belief in the power of word of mouth? People? Measurable objectives? Facebook?
Nope. It's the brief. Whether created by a planner or a marketer, whether served to an agency or an internal team, the brief is the genesis of any social media activity, whether that's a short-term campaign or ongoing community management. And if you're not achieving your anticipated results, the culprit – underneath all the cultural resistance, resource issues and problematic metrics – is probably that original brief....