Social Media: Strategy v. Tactics

It's behind the Inman "pay wall" now, but a few weeks ago Rob Hahn penned an article suggesting that having a social media "strategy" was a flawed endeavor.  Rob later posted somewhat of a rebuttal to his critics, which you can read here for free.  I won't even bother trying to summarize it.  I love reading Rob, but sometimes he makes my brain hurt.  (H/T to Jim Duncan)

You can and should have a social media strategy

I would suggest you have a strategy for almost everything you do.  A strategy is a high-level game plan for what you want to accomplish. Whether it's more money, a more fulfilling career or a happier life, and strategy helps you get there.  Without a strategy, you're playing.  Without a strategy, you're guessing that your activity will pay off without any way of measuring the payoff. 

For social media, your strategy may be as broad as increasing your sphere of influence.  Maybe it's connecting with more people face-to-face.  Perhaps it's getting your brand out there more.  It could be educating yourself about the field you're in.  More than likely (and for me personally) it's some combination of all four.  Even if it's not explicit, there is likely a strategy behind your web presence.

Be wary, however, of your social media tactics

I'm not going to put words in Rob's mouth, but if I had been asked to write the article, I would have said that it is the tactical use of Twitter (and all social media) that can be flawed.  If I get on Twitter with the sole intention of complimenting Annie Agent to suck up to her, that is as insincere as it gets.  If I prop up an agent, it's because I think he or she really is great, and I just saw something to remind me of that.  Equally ineffective is the mechanical bullhorning of data, quotes, listings and other impersonal communication that we see on Twitter.  To me, that's a tactical blunder.

Social media at its best is the human exchange of ideas, thoughts and experiences through internet and mobile channels.  For that, tactics can lack authenticity.  But I'm not sure I see the flaw with a well-intended strategy for harnessing those interactions to make yourself, your clients and your practice (whatever it may be) better.