December 13, 2011

A Jack of All Tactics Won’t Beat Your King

I am a firm believer that content is king and that the vehicles in which you distribute content are your tactics. Yes, that includes you Social Media. You are not a strategy like so many pretend you are; you are a vehicle for dissemination. One of my pet peeves is when the medium becomes the driving force behind what we’re trying to communicate. Now, I’m not saying that you shouldn’t consider a tool or tactic and brainstorm how it might fit into your programs, what I am saying is that if your message and intent doesn’t drive your overall strategy, you’re going to end up with a lot of tactics cobbled together and your goal ….. well you may reach it if you’re lucky, but you increase the risk that you won’t.


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