Social Media Strategy is Business Strategy Plus Technology Plus Sociology

I often tell friends that what I do at 2020 Social is one third business strategy, one third technology and one third sociology. So, I felt a strange sense of kinship when I saw this presentation by Altimeter Group’s Deborah Schultz focus on how engaging people on social media is less about technology and more about sociology:

I have also heard Beeline Lab’s Francois Gossieaux talk about how online communities have less to do with web 2.0 and more to do with human 1.0 during his Tribalization of Business talks:

So, when you sit down to think about the social media strategy for your brand next time, remember that it’s one third business strategy, one third technology and one third sociology.

You might be spot on on the business strategy and the technology, but unless you get the sociology and the storytelling right, you’ll fail to connect with your consumers.

Cross-posted at 2020 Social: Because Business is Social.

I am co-founder of social business strategy company 20:20 Social. In my previous avatars, I have held senior marketing roles at the Tata Group, taught social media at Georgetown University, and co-founded Vote Report India. Do read my bio and consider interviewing me for a story, inviting me to speak at an event, or asking me to help you with your social business strategy.

Related posts:

  1. Decoding Social Media Marketing and Social Business Strategy
  2. From Social Media Marketing to Social Business Strategy
  3. Top Ten Frequently Asked Questions on Building a Social Business Strategy Firm in India

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