The above cartoon from the always excellent Tom Fishburne accurately portrays that many brand managers and strategists confuse the digital media platform with a brand communication strategy or campaign.
“Sometimes marketers forget that media platforms are enablers to big ideas. They aren’t the big ideas themselves,” Tom writes in the notes accompanying the cartoon. “Instead, a campaign strategy is built on big ideas that take advantage of the best media channels to bring those ideas to life.”
Continuing on this theme of how to properly use social media, management consultancy McKinsey have identified social media’s four primary functions, namely to monitor, respond, amplify, and lead consumer behavior.
They have mapped those four functions next to a linear progression of steps in the consumer decision journey. Click on the image below for a larger view.