Is Your Social Media Plan Strategic or Tactical? Do You Know the Difference?

By
Services for Real Estate Pros with Marketing with Kate

Do you have a plan for your Social Media? If yes, is it a strategic or tactical plan? Do you know the difference?


As a social media consultant and strategist, I'm faced with this question every day. In social media marketing, we often want to put a plan of action in place before we know where we are going. In fact, I've been struggling with the same question for my own business. I know what I want and I know what to do, but sometimes I find myself doing things that aren't aligned with where I want to go. Thus this blog post.

So, what is the difference between a strategic social media plan and a tactical social media plan?

Strategy defines where you want to go and tactics tell you what you are going to do to get there.


The dictionary defines Strategy as an "Alternative chosen to make happen a desired future, such as achievement of a goal or solution to a problem."

By this definition strategy has to come first. It gives you the why and answers the question where am I going.

Tactics are the how.  They get you from
 point A to point B.  Tactics answer the question how do I get there?


The dictionary defines Tactics as the "Means by which a strategy is carried out; planned and ad hoc activities meant to deal with the demands of the moment, and to move from one milestone to other in pursuit of the overall goal(s)."



If your goal is to win with social media, you must first develop the where (strategy) and then implement the how (tactics)


A sample strategy statement might be:

I am the top producing agent in my city and company and I am known as the expert in First Time Home Buyers. I will use social media to  generate 20 new leads a month, write 10 new offers a month and put 5 homes into escrow each month. I will do this organically and use social media to build my brand, generate leads and referrals.

Next comes the tactical social media plan. It might look like this:

  • I will write 3 blog posts a week using key words "First Time Home Buyer Redding".
  • I will write one blog post a week that tells about hyper-local events going on in my area. This is to build brand awareness and keep my name in front of new prospects.

  • The topics that I cover will give information to first time buyers on the home buying process.
  • I will use Active Rain, a wordpress blog, Facebook, Twitter and Yelp.

Strategy defines where you want to go and tactics tell you what you are going to do to get there. You cannot have one without the other, and you must have both if you want to get to where you are going to.

 

Posted by

I am Kate Bourland. I help people like you get out of debt. Debt Settlement, Mortgage Acceleration, and practical suggestions for eliminating debt. Call for a Free Debt Evaluation.



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Comments (13)

William James Walton Sr.
WEICHERT, REALTORS® - Briotti Group - Waterbury, CT
Greater Waterbury Real Estate

Kate,

I wonder how many of us actually know that distinction. Well said and explained very expertly. Thanks!

Nov 02, 2010 01:07 PM
Jenny Kotulak
RE/MAX Real Estate Centre Inc., Brokerage - Oakville, ON
Broker - Oakville Ontario Real Estate

Thanks for the excellent information.  It sure makes sense when you lay it out that way.  I'm suggesting your post as a feature as I think everyone needs to read this.

Nov 02, 2010 01:07 PM
Chris Canfield
Coldwell Banker Residential Brokerage - Tucson, AZ
Homes for Sale in Oro Valley and Tucson, Arizona

Hi Kate - Thanks for making me thing about this seriously.  I have been blogging without a specific target in mind.  I know I have to do local "to do" and "upcoming," but you make a good point about addressing a certain client.  Great post!

Nov 02, 2010 01:07 PM
Debra Davis
Keller Williams Realty Atlanta Partners - Snellville, GA
Realtor - Atlanta, Decatur, Snellville, Loganville

Great post on the distinction with some ideas on how to do it. Very good.

Nov 02, 2010 01:52 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Kate as always you have the best information, Lucky for us. For a change I new this answer from my military background:)) Same definitions same formula sort of ...

Nov 02, 2010 03:24 PM
Marchel Peterson
Results Realty - Spring, TX
Spring TX Real Estate E-Pro

Kate, With my social media strategy I'm at the top of the search engines for many terms but I'm not hearing the phone ring right now.  I'm hoping that now that the election is over that will change.

Nov 02, 2010 04:29 PM
Kate Bourland
Marketing with Kate - Redding, CA
Onlilne Marketing Mobile Marketing

William, I hope that my explanation helped.  

Jenny, I'm glad that I could explain it so that it makes sense.  Even though I know the information, sometimes outlining it helps to clarify direction.  Thanks for the "suggest".

Chris, thanks for stopping by.  You don't have to do local posts.  Does it fit into your strategic vision?


Debra - thanks for stopping by and making a comment.

Endre, Strategy and Tactics derive from the military.  This explanation is very rudementary as there is so much more to it.  I'm glad that it's close anyway.  wonder what "sort-of" means?

Marchel - I'm curious.  Did your SEO used to make your phone ring and it's recently stopped?  Has there been a market shift or just a lull?

Nov 02, 2010 07:37 PM
Marchel Peterson
Results Realty - Spring, TX
Spring TX Real Estate E-Pro

Kate, I started my own brokerage because of the leads from my website almost 6 years ago.  At the moment it is eerie quiet.  Now that the election is over I'm hoping that will change although now we go straight in to holidays.

Nov 03, 2010 04:57 AM
Kate Bourland
Marketing with Kate - Redding, CA
Onlilne Marketing Mobile Marketing

Marchel, thanks for the clarification.  I was curious.  We are finding the same thing and I'm hearing it from my social media clients too.  Let's hope that it's just the election!

Nov 03, 2010 05:08 AM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Just a quick follow up on' sort of' in the military "the objective" is to defeat the enemy or gain terrain i.e.: Real Estate. The "objective" here is' kinder':))

Nov 03, 2010 09:59 AM
Kate Bourland
Marketing with Kate - Redding, CA
Onlilne Marketing Mobile Marketing

Endre, actually the strategy is the same - it's about winning - just has a different kind of enemy (lol)  Ultimately that's why we set strategy, to put ourselves into a winning position!  Thanks for clarifying!

Nov 03, 2010 10:02 AM
Sharon Alters
Coldwell Banker Vanguard Realty - 904-673-2308 - Fleming Island, FL
Realtor - Homes for Sale Fleming Island FL

Kate, way to break it down to the two basics every blog has to have to reach for the stars! I confess I struggle with consistency in my strategy!

Nov 05, 2010 04:51 PM
Kate Bourland
Marketing with Kate - Redding, CA
Onlilne Marketing Mobile Marketing

Sharon, you do a great job.  It is difficult sometimes.  Having the roadmap and an understanding of the difference helps though.  Thanks for commenting.

Nov 05, 2010 07:03 PM

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