First Things First

Strategy before tactics.

"What are we doing on Blogs, Facebook and YouTube?" is the wrong question to ask (so don't let those boardroom discussions get too heated). The better question is: "why?" "Why should we be on Blogs, Facebook and YouTube?" As I've said before, asking "why?" forces a brand to look at the business objectives and strategy first. "What?" is simply a tactic (which should always follow from the strategy). It's the same as when initial brand planning sessions immediately...