Reading tip: a post on the way brands should and can use social media in their marketing mix in the future.
In addition to the message that you should now apply the social tactics that you might have been testing sofar in a strategic context. Plus a few casestudies. There could be more casestudies, I am sure. But not that many yet, that we can actually claim that social media are really part of the strategic mindset of brands sofar. (I think.)
Jeremiah Owyang posted an interesting thought-model of three essential elements of web strategy.
The three spheres, which are influencing each other, intersecting and overlaying are Business, Community and Technology:
The business sphere requires a strategist to understand the long term objective of a website and itâ€™s goals.
The Community: The Web Strategist must understand (by using a variety of techniques and tactics) what users want. This is commonly known as User Experience Research which will create and craft a â€˜mental modelâ€™.
Lastly, a Web Strategist needs to know how each and every tool and technology work, theyâ€™ll need to know the strengths, benefits, limitations and costs. This also applies to human capital, and timelines.
His viewpoint is that of a web strategist working within a company, being, for example, in charge of the corporate website. But it can also translate to digital planners in agencies, who need a similar profile.