Social media, Twitter et al., without a doubt, an amazing evolution in the online space.
This morning, I was struck by this article in Ad Age.
As social media networks develop, we, as "communication experts," get so wrapped up in the latest capabilities, developments and spaces that we sometimes forget to help our teams decipher strategies vs. tactics.
The weight bearing load is felt in the account service position - bridging the agency/client gap - when buttoning up communication tactics underneath the strategies that funnel into your client's core business objective.
This is a nice article reminding everyone that Twitter itself is indeed a tactic. No amount of hype can make it anything more. At the same time, it can be a highly effective tool when used appropriately - as part of an integrated strategy.
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